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.
Keep in mind the fundamental goals of an email:
To communicate a message
To engage and entice interaction
To uphold brand integrity
To adapt to the target audience
With these goals in mind, adapt them for your purposes. For example, you want to send a sale-promoting email, where users...