{"id":10212,"date":"2020-02-05T11:32:33","date_gmt":"2020-02-05T16:32:33","guid":{"rendered":"https:\/\/www.sageworld.com\/blog\/?p=10212"},"modified":"2025-04-14T12:41:38","modified_gmt":"2025-04-14T17:41:38","slug":"how-to-create-visually-appealing-email-campaigns-that-convert","status":"publish","type":"post","link":"https:\/\/www.sageworld.com\/resources\/index.php\/2020\/02\/05\/how-to-create-visually-appealing-email-campaigns-that-convert\/","title":{"rendered":"How to Create Visually Appealing Email Campaigns That Convert"},"content":{"rendered":"\n

When you skim through your email inbox, what\u2019s the deciding factor when deleting an email or reading through it? Is it the way it\u2019s designed? The eye-grabbing subject line? Or maybe the sale at the top of the page? Whatever it is, email campaigns are a powerhouse marketing strategy and one of the top ways companies reach new clients and grow relationships with existing ones. <\/p>\n\n\n\n

According to a Marketo study<\/a>, did you know that an estimated 58% of humans check their email first thing in the morning? That means you have the advantage of reaching thousands of people before they even take that first sip of coffee. Obviously, email is a major platform and one of the best marketing tactics out there. But, it\u2019s easy to get lost among the hundreds of other emails consumers receive daily. <\/p>\n\n\n\n

There\u2019s nothing more frustrating than spending 8 hours putting together an email campaign, only to see that it was unopened by most of the people it was sent to. Well, I\u2019m happy to say that there are visual ways to design emails that are not only intriguing, but can help increase your conversion rate with just one click. <\/p>\n\n\n\n

Here are my top tips when designing visually appealing email campaigns!<\/p>\n\n\n\n

Play on Words<\/strong><\/p>\n\n\n\n

Email subject lines are like making a positive first impression at a networking event. When you turn on the charm, people are interested in what you have to offer. But, if you share an awkward story right away and then spill wine on your white dress shirt, people may run in the opposite direction. <\/p>\n\n\n\n

An email subject line is extremely similar – it\u2019s the first impression and ultimately, what convinces people to click on your email. <\/p>\n\n\n\n

When crafting a subject line, think of 5-7 words that sum up what your email is about. This may seem a little tricky at first, that\u2019s why it\u2019s best to draft several options. Make sure to include action-packed words that pique interest, such as \u201cDiscover\u201d or \u201cExclusive Sneak Peek\u201d.  The best subject lines entice the reader to click on the email because they crave to learn more. <\/p>\n\n\n\n

Above the Fold <\/strong><\/p>\n\n\n\n

Editors of major newspapers have embedded this concept into their brains: To put the most important content on the front page, above the fold. So, what does that mean to you? Above the fold, when referring to the digital world, means the section of the email that is first seen – without any scrolling. In email design, that means about 350 pixels high and 650 pixels wide.<\/p>\n\n\n\n

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It doesn\u2019t matter if you are trying to offer a sale or launch a\nnew service, if the most critical information isn\u2019t towards the top, then 9 out\nof 10 times, it won\u2019t be seen by the audience. <\/p>\n\n\n\n

The Content Pyramid <\/strong><\/p>\n\n\n\n

Jumping off the last point, it\u2019s absolutely necessary to strategically place the most important content towards the top, so your subscribers will know what they are looking at right away. <\/p>\n\n\n\n

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According to a Nielsen Norman Group study, internet users spend 80% of their time reading above the fold, following an \u201cF\u201d pattern<\/a> when reading internet content. This F-shaped pattern is characterized by fixations concentrated at the top and the left side of the page (Nielsen Norman Group). When designing your email, make sure your value proposition and call-to-action are the first things readers see!<\/p>\n\n\n\n

Let\u2019s Get Visual<\/strong><\/p>\n\n\n\n

They say a picture is worth 1,000 words, and that couldn\u2019t be more accurate! Not only does the text in your email matter, but the imagery or graphics you use matter just as much, if not more! By using visuals, your emails become more engaging and appealing to viewers. <\/p>\n\n\n\n

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Make sure the imagery you use is high quality and matches the\ncontent of the email. If you select random imagery because it looks pretty and\nhas nothing to do with your message, consumers could become distracted. A\ngeneral rule of thumb is to include 2-3 visuals per email. If your design includes\na collage of pixelated photos, people may not take you or your business\nseriously. This is not your college dorm room, after all, it\u2019s your brand\u2019s\nimage! Take the time to make it look polished. <\/p>\n\n\n\n

Entice the Click <\/strong><\/p>\n\n\n\n

Lastly, the \u201cCall to Action\u201d – a button or phrase placed strategically throughout your email that encourages readers to continue down the marketing funnel. Here are examples of my go-to CTAs: <\/p>\n\n\n\n