The Mailmodo Bulletin #14 |
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Hey email geeks,
Welcome to the February edition of our newsletter. This month, we’ll discuss email design tips to create better email UX in 2022, what the marketers have to say about them, and a few of our well-tested tips for your email marketing game.
But before that, let’s sort your upcoming week's watchlist out. |
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| | We’ll be going live with Karishma Rajaratnam, Manager of Growth Marketing at Vidyard, on Wednesday, 23 February at 13:30 PM GMT/ 7.00 PM IST. Join her and Aquib as they discuss the impact of an effective video strategy on lifecycle marketing, sales process, and customer experience. |
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Meanwhile, don't forget to check out our Growth Chat with Abhinav Rai on influencer marketing here. |
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Top email design best practices for creating a kickass email UX in 2022 | |
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Let your CTAs do the talking | | If you received this email, wouldn’t you want to “Get a taste” just once, maybe? This is what a good CTA can do! It compels the readers to take the desired action, clearly communicates what happens after the said action, and culminates your entire campaign into a success.
Now, let's see what made this CTA work - 👉 The CTA is placed above the fold. 👉 It has appropriate space around it to catch the reader’s full attention. 👉 The CTA button is in a bold color. 👉 The language used is actionable, human, and interactive. 👉 It is short, creates urgency, and aligns perfectly with the context of the entire email. Every great story leads to a climax that ultimately ends in a happy ending; a CTA. With a strong CTA, you can give the right direction and bring a meaningful end to your email marketing campaign.
PS: Don’t forget to read our detailed guide on CTAs to get more tips.
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Good layouts lead to better engagement | According to Statista, an average recipient spends only 10 seconds reading an email. So, marketers have to simplify the reading experience and make them reach the important part of the message quickly.
This is where a good email layout comes in!
A well-structured email makes scanning easier, clearly directs readers from one step to another, and encourages them to keep reading.
Inverted pyramid is a universal favorite - it draws people in with a hero image, entices them with a message, and then, asks them to take an action.
On the other hand, a zig-zag or angular layout can help you make your multi-section emails visually appealing. However, we would recommend checking how the zig-zag looks on the mobile screen. Check a good example below - | | Here are some tips to help you design a good layout for your emails ✨ | 👉The main message should be above the fold.
👉Use bold headings to make your content scannable.
👉Don’t be afraid of white space; use it to declutter and separate design elements.
👉Always keep the intent in mind before choosing the layout. For example, a hybrid layout works well for newsletters while an inverted pyramid is good for promotional emails. You might want to read our guide for an expansive discussion on layouts. |
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Good emails are accessible to all | | The above tweet is an eye-opener. Currently, around 4.25 billion people read emails while 285 million people worldwide are considered to have visual disabilities.
In fact, learning disabilities, too, are increasing day by day. Be it visual impairment or dyslexia, your emails are reaching recipients who might need assistance in reading them. So, are your emails accessible to them? Do you think your emails would be easily readable with a screen reader or by people with learning disabilities? In today’s day and age, brands must consider accessibility in all forms of communication including emails. | Some of the best practices that you can follow to ensure email accessibility are ✨ | 👉 Use short but descriptive subject lines.
👉 Use headers and images to establish a logical structure.
👉 Maintain a good text and image ratio.
👉 Always include a plain-text version of your email.
👉 Never use images without alt text; including your image-based CTAs.
👉 Ensure that your emails are responsive to every device. 👉 Embrace bulletproof CTAs. |
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Interactivity for the win | | Recently, we introduced Wordlemail where users can play Wordle inside an email and saw the user engagement, response, and conversion double up. What this means - static emails are good but users prefer a sprinkle of fun and interactivity any day and it shows up in the email performance.
Interactivity saves time, makes emails engaging, and simplifies the user journey! Even Google Docs recorded a 500% increase in comments reply with AMP emails; basically, brands need to start including interactive elements in their email designs to keep the recipients hooked in 2022.
Steps that enhance interactivity in an email✨ 👉 Embrace micro-interactivity with GIFs and animations.
👉 Add carousels to showcase more images.
👉 Include forms to get quicker feedback.
👉 Embed complete checkout processes in cart abandonment emails.
👉 Add calendars for booking meetings. |
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Also, have you tried Wordlemail yet? | |
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In conclusion, modern email designs should be human, conversational, honest, and concise. Empathy and understanding of human nature form the basis of a good UX in 2022 - whether in emails or otherwise! |
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Moving on next to some snippets from the marketing verse! |
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Our Favorite Excerpts from Twitter |
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| | A comprehensive read that includes examples from popular brands and breaks down the minimalist elements used in each one of them. |
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| | Accessibility and inclusion are often used interchangeably in email marketing. This article by Jason Rodriguez not only describes the differences in simple language but also lists down ays to ensure both in your emails. |
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| | If you’re looking to read about other marketing verticals, check out this detailed guide on WhatsApp marketing |
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Finally, let’s close this conversation with what Jordie van Rijn once said - “Design like you are absolutely right, then optimize like you were wrong from the start” |
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Written with love 💕 The Mailmodo Bulletin PS: If you would like to collaborate or share anything with us, feel free to reply to this email. |
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Mailmodo Technologies Inc. 355 Bryant Street, Unit 403, San Francisco, CA 94107, USA | |
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