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5 Email Design Mistakes to Avoid for a better Click Through Rate| #Revamped

It is distressing to observe plummeting click-through rates after all that effort and tiring hours put in towards an email marketing campaign. With all the small business entities also focusing on email marketing as an incredible marketing channel, there has been a noteworthy upsurge in the average number of emails received by an individual in a day. This is absolutely the reason towards those plummeting CTRs and the only way you can make a difference is by optimizing your email design to attract maximum opens.

Monks addressed this concern a year back with our blog on 5 email design mistakes to avoid for a better CTR and on special request, bring to you a revamped post with additional and updated particulars on the subject.

1. A header –that’s not even relevant

The header image real estate is precious and must be well utilized. As stated earlier a relevant image that relates to your business or product must be put to good use for better brand retention and CTR thereby. But at the same time, don’t put a header image that shows JUST your logo or product. Instead, choose to use the space to convey key information which can turn out to be memorable for the subscriber, leveraging brand retention.

2. A font – that’s not even legible

The other day I had a wonderfully designed email in my box except for a font so small – looked like ants walking all over that incredible white space. Font size and style govern the message in the email. Using various font styles in the same email takes the attention away from the actual message. Also, not all platforms support all font styles and hence it is crucial to choose the right email font that can increase the engagement rates.

3. A color scheme – that’s poking in the eye

Loud colors may be the worldwide trend but not in the email world. Using too many colors in the same email is annoying and unpleasant to the reader. Sticking to the brand colors can be a safe bet. Tools can be utilized to identify the right colors to go with your brand colors; e.g: colourlovers.com. On an average, emails with non-black font have a CTR of 36.4% black fonts have CTR of 18.9%. However, it is advisable to split test the font colors before employing them as a part of your email design.

4. An image rush- that’s gone out of control

Of course, images have been known to convey messages effectively but over using them would not always help in email correspondence. Beyond the very apparent reason that a few email clients block images it is also important that your images get the space to breathe within the email. Proper ALT text can just not be ignored. Also, choose images wisely and make sure that they do not give away any alternate messages to decipher.

5. An email – that’s like an unsolved maze!

A vague email with a non-structured layout or flow can deplete the CTR of the campaign. Place what’s important in the beginning – loud and clear. Try not to include more than five links and keep your first or second link as the CTA. Similarly, overdose of information in the email can also churn down your CTR and hence it is essential to be very specific in your email copy. Your email should have an answer to every question starting from why it landed there in the first place.

Hope you enjoyed reading this revamp of our older post on subject. You can understand more about email design best practices from our infographic here. Some other CTR boosting tricks could be A/B testing subject lines, shorter emails, highly targeted content, use of dynamic tags, video embedding, etc. which can keep your subscribers glued to your email. If you have any more details to the points listed above, please push it forward for our other readers in the comments below. 🙂

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Kevin George
Kevin is the Head of Marketing at EmailMonks, one of the fastest growing email design and coding companies. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers, and enjoys sharing his thoughts on the latest email marketing best practices at EmailMonks Blog.

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