Sometimes it's as simple as choosing complementary colors when designing and email template that helps you maintain steady sales. Email design still matters when providing information or prompting subscribers to visit your website to make a purchase or check out the types of goods and services you provide.
You don't have to be an expert web designer to create templates that make people want to take advantage of goods and services, but you should pay attention to small things like color, text, white space, image and link placement as these items, consciously or not, do make a difference when it comes to interacting with subscribers.
Email Template Creation
Most email marketing service providers provide editing tools you can use to create an email template. Whether you have a vision in mind or you want to experiment until you find the perfect color scheme, text, link and image placement, use the editing tools to make the template look professional and polished.
Most subscribers respond to email messages that are easy to read, simple in design, but still eye-catching, and clutter-free. And since more and more people now rely on smartphones and other mobile devices to read email, you need to pay even more attention to small details. Misplaced images or clashing colors may cause subscribers to delete the message before they finish reading.
Text and White Space
Providing valuable information doesn't mean you need to fill the entire template with text. White space, or seemingly empty spaces surrounding text and in between paragraphs allows the eye to rest momentarily while viewing email content. Make sure you find a balance between text and white space. Too much text and the eye can't find a place to rest. Too much white space and subscribers become bored or disinterested quickly.
Consider your own email reading habits. Review messages you liked from other businesses or marketers. Determine how much text and white space they're using to create a message that's readable and pleasing to the eye at the same time. This will help you when creating your email templates.
Images and Links
Images help tell the story, but you don't need ten images to do so. Rely mostly on text to inform, educate, entertain, and encourage. Consider an image as that 'little extra' that makes an email stand out. Choose images carefully – try to find unique images to add to the story instead of just placing an image to take up space.
The same goes for links. You can ad links at the top or the bottom of an email message. Just make sure they're relevant to your business (links to your website, blog, social media pages, etc.). Keep links to related websites to a minimum (this goes for informational sites as well) because the goal is to navigate subscribers to your goods and services, not away from them.