{"id":39632,"date":"2024-03-29T09:30:01","date_gmt":"2024-03-29T09:30:01","guid":{"rendered":"https:\/\/thedotsociety.be\/?p=39632"},"modified":"2024-03-29T09:55:53","modified_gmt":"2024-03-29T09:55:53","slug":"how-to-design-emails-that-convert","status":"publish","type":"post","link":"https:\/\/thedotsociety.be\/en\/how-to-design-emails-that-convert\/","title":{"rendered":"How to design emails that convert?"},"content":{"rendered":"<div id='av_section_1'  class='avia-section av-jtwvlqm2-3a7d2b78bb86f25086aef43f937e556d main_color avia-section-small avia-no-border-styling  avia-builder-el-0  avia-builder-el-no-sibling  avia-bg-style-scroll  av-minimum-height av-minimum-height-100  container_wrap fullsize'   data-av_minimum_height_pc='100'><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-39632'><div class='entry-content-wrapper clearfix'>\n<div class='flex_column_table av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 sc-av_one_fourth av-equal-height-column-flextable'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8\">\n.flex_column.av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_fourth-c52f5124e023bf331f94ab1e3fde6aa8 av_one_fourth  avia-builder-el-1  el_before_av_one_half  avia-builder-el-first  beneden first flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><\/div><div class='av-flex-placeholder'><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3d2t061-4492d517ecf1866d3d172f15dfacb683\">\n.flex_column.av-3d2t061-4492d517ecf1866d3d172f15dfacb683{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-3d2t061-4492d517ecf1866d3d172f15dfacb683 av_one_half  avia-builder-el-2  el_after_av_one_fourth  el_before_av_hr  flex_column_table_cell av-equal-height-column av-align-bottom av-zero-column-padding '   ><p><section  class='av_textblock_section av-l6dkoo6l-b5c24f00f517483f52b3524f98814bde '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock '  itemprop=\"text\" ><p><span style=\"font-weight: 400;\">We\u2019ll spill all the design secrets, but first: let\u2019s kill the fake news! A beautifully designed email does NOT mean instant success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Do you know what the most important part of the email is? It\u2019s the message. This also means you don\u2019t need an expert designer or an expensive software expert to get high-performing emails. The most important thing is to have a clear and consistent message for the audience. The message should be KISS (Keep It Stupid Simple), don\u2019t add too much information. If you want to educate your audience with a looooooong email, you should make a designated page about it on your website and redirect the reader. But besides the message how can you elevate your conversion rate? Let\u2019s dive into 6 best practices to design the emails that convert!<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">6 Best design practices<\/span><\/h3>\n<h4>1. Lead the audience to the CTA<\/h4>\n<p><span style=\"font-weight: 400;\">Ask yourself: \u201cWhat do you want your reader to do?\u201c Your CTA (Call To Action) should be clear, pronounced and answer that question! But how do you lead the audience to the CTA button, using the design?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You could use one of these layout methods:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Inverted pyramid<\/b><span style=\"font-weight: 400;\">, using this method, the eyes of the reader are led to the CTA button at the end of the email. Be sure to use a straight-to-the-point headline.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Zig-zag<\/b><span style=\"font-weight: 400;\"> is perfect when you want to implement more than 1 CTA button in the email. This way you keep it interesting for the reader.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Single column<\/b><span style=\"font-weight: 400;\"> is the way to go nowadays. It\u2019s the best way to make sure your email renders well across all devices. In this design, the image takes the lead.<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"wp-image-39652 size-large\" src=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-1030x549.png\" alt=\"3 email designs that convert\" width=\"1030\" height=\"549\" srcset=\"https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-1030x549.png 1030w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-300x160.png 300w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-768x410.png 768w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-1536x819.png 1536w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-2048x1092.png 2048w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-1500x800.png 1500w, https:\/\/thedotsociety.be\/wp-content\/uploads\/2024\/03\/Sticker-1-\u2013-2-705x376.png 705w\" sizes=\"(max-width: 1030px) 100vw, 1030px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">TIP! If you aren\u2019t sure what CTA works best, try A\/B testing! You\u2019ll be able to send out 2 emails with each a different CTA button and determine which works best for you by looking at the click-through rates.<\/span><\/p>\n<h4><span style=\"font-size: 18px;\">2. Create a visual hierarchy<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">It\u2019s important to make your emails \u201cscannable\u201d. Keep in mind people are busy bees, they usually don\u2019t take the time to read your entire email. Keep all the important information \u2018above the fold\u2019, which means everything you see without scrolling down. Make sure you highlight parts of your email by using text size, colours and white spaces to your advantage. <\/span><\/p>\n<h4><span style=\"font-size: 20px;\">3. Keep mobile in mind<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">We live in a mobile-first world, it shouldn\u2019t be a surprise that one of the most important design choices comes to making a mobile-friendly design. As we mentioned before the single-column layout is perfect for this! <\/span><\/p>\n<h4><span style=\"font-size: 20px;\">4. Brand consistency<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Are you new to the email marketing universe? Then the first thing you should work on are templates. Templates create consistency and are your best friend! Make sure your hierarchy is consistent, always the same properties for titles etc. Put your logo in, the brand colours, choose your fonts and even create some tone-of-voice guidelines.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">TIP! Klaviyo allows you to make <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/help.klaviyo.com\/hc\/en-us\/articles\/115005413888\">universal blocks<\/a><\/strong><\/span><span style=\"font-weight: 400;\"> that you can use across different email designs. The biggest perk is when you edit the block, all will be updated at once.<\/span><\/p>\n<h4><span style=\"font-size: 20px;\">5. Tell a compelling story\u00a0<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">3 key things to having a compelling email story:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Your message should sound human.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">1 email should only tell 1 story<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create a balanced mixture of copy and images<\/span><\/li>\n<\/ul>\n<h4><span style=\"font-size: 20px;\">6. Personalise!<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Last but not least. Make your emails as personal as possible. How do you get the info? Create sign-up forms with questions that can help your brand. But the most easy way is to use dynamic product feed blocks in Klaviyo. Another way to be more personal is to create segments, so you can target specific groups within your audience. Beauty brands are really on top of this best-practise! If you buy skincare products at Douglas, you\u2019ll receive an email within a few months with the headline \u201cAre your skincare products almost finished?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep the 6 best-practices in mind while designing your emails. I know it&#8217;s a handful of information, but by now you surely know that the key to a well-designed mail is the message of the email!\u00a0<\/span><span style=\"font-weight: 400;\">But if you know how to deal with email design, how do you make sure that your email gets delivered to your customers? Find out in our <\/span><span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/thedotsociety.be\/en\/how-to-improve-your-email-deliverability\/\">email deliverability article<\/a><\/strong><\/span><span style=\"font-weight: 400;\">!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We wrote this article based an a webinar of Klaviyo. If you have any questions or aren\u2019t sure about your design? Don\u2019t hesitate to contact The Dot Society. We have a Klaviyo expert in house and an awesome creative team that\u2019s always happy to help!\u00a0<\/span><\/p>\n<\/div><\/section><br \/>\n<div  class='hr av-uvr6iv-6da1a53ea5b4ac225445380fb98b4d88 hr-default  avia-builder-el-4  el_after_av_textblock  el_before_av_social_share  '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='av-social-sharing-box av-ju1btkev-f59141a98e85e75b5a92920338aea74f av-social-sharing-box-minimal  avia-builder-el-5  el_after_av_hr  avia-builder-el-last  av-social-sharing-box-fullwidth '><div class=\"av-share-box\"><h5 class='av-share-link-description av-no-toc '>Share this article<\/h5><ul class=\"av-share-box-list noLightbox\"><li class='av-share-link av-social-link-facebook' ><a target=\"_blank\" aria-label=\"Share on Facebook\" href=\"https:\/\/www.facebook.com\/sharer.php?u=https:\/\/thedotsociety.be\/en\/how-to-design-emails-that-convert\/&amp;t=How%20to%20design%20emails%20that%20convert%3F\" aria-hidden=\"false\" data-av_icon=\"\ue8f3\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Facebook\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Facebook<\/span><\/a><\/li><li class='av-share-link av-social-link-twitter' ><a target=\"_blank\" aria-label=\"Share on Twitter\" href=\"https:\/\/twitter.com\/share?text=How%20to%20design%20emails%20that%20convert%3F&amp;url=https:\/\/thedotsociety.be\/en\/?p=39632\" aria-hidden=\"false\" data-av_icon=\"\ue8f1\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Twitter\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Twitter<\/span><\/a><\/li><li class='av-share-link av-social-link-pinterest' ><a target=\"_blank\" aria-label=\"Share on Pinterest\" href=\"https:\/\/pinterest.com\/pin\/create\/button\/?url=https%3A%2F%2Fthedotsociety.be%2Fen%2Fhow-to-design-emails-that-convert%2F&amp;description=How%20to%20design%20emails%20that%20convert%3F&amp;media=https%3A%2F%2Fthedotsociety.be%2Fwp-content%2Fuploads%2F2024%2F03%2FTEMPLATE-Blogpost-Banner-Website-NLENG-2-705x385.png\" aria-hidden=\"false\" data-av_icon=\"\ue8f8\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on Pinterest\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on Pinterest<\/span><\/a><\/li><li class='av-share-link av-social-link-linkedin' ><a target=\"_blank\" aria-label=\"Share on LinkedIn\" href=\"https:\/\/linkedin.com\/shareArticle?mini=true&amp;title=How%20to%20design%20emails%20that%20convert%3F&amp;url=https:\/\/thedotsociety.be\/en\/how-to-design-emails-that-convert\/\" aria-hidden=\"false\" data-av_icon=\"\ue8fc\" data-av_iconfont=\"entypo-fontello\" title=\"\" data-avia-related-tooltip=\"Share on LinkedIn\" rel=\"noopener\"><span class='avia_hidden_link_text'>Share on LinkedIn<\/span><\/a><\/li><li class='av-share-link av-social-link-mail' ><a  aria-label=\"Share by Mail\" href='mailto:?subject=How%20to%20design%20emails%20that%20convert%3F&#038;body=https:\/\/thedotsociety.be\/en\/how-to-design-emails-that-convert\/' aria-hidden='false' data-av_icon='\ue805' data-av_iconfont='entypo-fontello' title='' data-avia-related-tooltip='Share by Mail'><span class='avia_hidden_link_text'>Share by Mail<\/span><\/a><\/li><\/ul><\/div><\/div><\/p><\/div><\/div><!--close column table wrapper. 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