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Form and function are the most important elements in determining a design’s success, but understanding what that looks like and how it works is a challenge all marketers face. If an email looks great but functions horribly, you will lose out on clicks. If it functions well but looks amateurish, you will also lose out on clicks and, most likely, the respect of your subscribers. Balance is the key. However, it can shift depending on various factors. Some of these factors are easily identified, while others rely on designer instinct. But what if you aren’t a designer? Being able to think like one can have a positive impact on your next email campaign.
With these goals in mind, adapt them for your purposes. For example, you want to send a sale-promoting email, where users can click a link to buy a wristwatch off your website. Your focus should be on a clear-sale message, a CTA that draws attention, and creative that matches your product landing page.
Once you have this framework in place, define your unique needs, and categorize them into two lists:
At this point, it becomes simple to decide where to place things, how they should look, and what they should do. We can’t all be designers, but if you can attempt to think like one by visualizing the big picture, your emails will begin to look and perform better!