Email Design Primer

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A handy resource for traditional or print designers looking to know more about the basics of commercial email design. Includes recommendations, tips, and samples. Created by Chris Sietsema at Teach to Fish Digital. See narrated video at http://teachtofishdigital.com/email-design-primer

Marketing

Email Design Primer
What Designers Need to Know
about the Email Medium

What I Will Cover:
2
» How Email Is Different
» Email Anatomy
» Fonts, Images & CTAs
» Mobile Email
» Importance of Testing
!
» No Code Samples or Technical Stuff
@sietsema

3
WHY IS EMAIL DIFFERENT?
Various Email Clients
Multiple Screen Sizes
Limited Interaction Time
Deﬁned Restrictions
@sietsema

Look at All the Email Clients!
4 Source: Litmus - August 2015@sietsema

5
I WASN’T LISTENING. WHAT?
Source: National Center for Biotechnology Information - April 2015
Average Attention Span in 2015
8.25SECONDS
@sietsema

6
“I’m just not getting
enough email.
I’d really like more.”
- No One. Ever.
@sietsema

Start with the Finish Line
8
Email Landing Page
@sietsema

Building in Blocks
» HTML
» Table Construction
» Similar to LEGO Bricks
9 @sietsema

Simple Email Anatomy
» Preheader
» Main Headline
» Evocative Image
» Copy (Limited & Legible)
» Call to Action
» Footer
10 @sietsema

11
MORE IS MORE
Source: Constant Contact - July 2015
Click Rate vs. Number of Links
@sietsema

Preferred Fonts & Fallbacks
12
» Courier New
» Georgia
» Times New Roman
» Palatino Linotype
!
» Courier
» Lucida Console
» Arial / Arial Black / Helvetica
» Tahoma
» Trebuchet
» Verdana
» Century Gothic
» Lucida Grande
Serif Fonts Sans-Serif Fonts
Monospace Fonts
@sietsema

13
FONT THOUGHTS
Recommendations for Fonts in Email
16pt
1.5 LINE HEIGHT
BLACK TEXT
* Provide a back-up that is web-safe
*
@sietsema

Images & Spacing
15
» Which of these
emails is more
appealing to you?
@sietsema

CTA = Call To Action
16
» We must make it painfully
obvious.
» Use a button.
@sietsema

17
“Simplicity is the
ultimate sophistication.”
- Leonardo da Vinci
@sietsema

18
EMAIL ON THE GO
Email Opens by Device
Source: Movable Ink - January 2015
49.5% 16.8% 33.7%
@sietsema

Responsive Email
19
» Hide
» Align
» Wrap
» Expand / Shrink
» Replace
!
» Design for Mobile First?
@sietsema

More Design Examples
20
» ReallyGoodEmails.com
» inspiration.MailChimp.com
» HTMLEmailGallery.com
!
» Countless ebooks and
Pinterest boards
@sietsema

21
DESIGN WITH EMPATHY
DELIVER WITH
A HYPOTHESIS
@sietsema

Chris Sietsema
» teachtoﬁshdigital.com
» @sietsema
» 480.570.1636
22

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Email Design Primer

1. Email Design Primer What Designers Need to Know about the Email Medium

2. What I Will Cover: 2 » How Email Is Different » Email Anatomy » Fonts, Images & CTAs » Mobile Email » Importance of Testing ! » No Code Samples or Technical Stuff @sietsema

3. 3 WHY IS EMAIL DIFFERENT? Various Email Clients Multiple Screen Sizes Limited Interaction Time Deﬁned Restrictions @sietsema

4. Look at All the Email Clients! 4 Source: Litmus - August 2015@sietsema

5. 5 I WASN’T LISTENING. WHAT? Source: National Center for Biotechnology Information - April 2015 Average Attention Span in 2015 8.25SECONDS @sietsema

6. 6 “I’m just not getting enough email. I’d really like more.” - No One. Ever. @sietsema

7. 7

8. Start with the Finish Line 8 Email Landing Page @sietsema

9. Building in Blocks » HTML » Table Construction » Similar to LEGO Bricks 9 @sietsema

10. Simple Email Anatomy » Preheader » Main Headline » Evocative Image » Copy (Limited & Legible) » Call to Action » Footer 10 @sietsema

11. 11 MORE IS MORE Source: Constant Contact - July 2015 Click Rate vs. Number of Links @sietsema

12. Preferred Fonts & Fallbacks 12 » Courier New » Georgia » Times New Roman » Palatino Linotype ! » Courier » Lucida Console » Arial / Arial Black / Helvetica » Tahoma » Trebuchet » Verdana » Century Gothic » Lucida Grande Serif Fonts Sans-Serif Fonts Monospace Fonts @sietsema

13. 13 FONT THOUGHTS Recommendations for Fonts in Email 16pt 1.5 LINE HEIGHT BLACK TEXT * Provide a back-up that is web-safe * @sietsema

14. Image Blocking in Email 14 @sietsema

15. Images & Spacing 15 » Which of these emails is more appealing to you? @sietsema

16. CTA = Call To Action 16 » We must make it painfully obvious. » Use a button. @sietsema

17. 17 “Simplicity is the ultimate sophistication.” - Leonardo da Vinci @sietsema

18. 18 EMAIL ON THE GO Email Opens by Device Source: Movable Ink - January 2015 49.5% 16.8% 33.7% @sietsema

19. Responsive Email 19 » Hide » Align » Wrap » Expand / Shrink » Replace ! » Design for Mobile First? @sietsema

20. More Design Examples 20 » ReallyGoodEmails.com » inspiration.MailChimp.com » HTMLEmailGallery.com ! » Countless ebooks and Pinterest boards @sietsema

21. 21 DESIGN WITH EMPATHY DELIVER WITH A HYPOTHESIS @sietsema

22. Chris Sietsema » teachtoﬁshdigital.com » @sietsema » 480.570.1636 22

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