Tips to improve the usability of your email marketing campaigns
Posted: Tue Dec 03, 2024 9:54 am
We are used to dealing with key factors in email marketing such as opening rates, click ratios, elements that influence deliverability… However, this obsession with numbers and technical perfection can often make us forget a key element in our emails: usability. Much has been said about usability and user experience on the web, and we should not overlook it when designing and laying out our emails. Numbers are important, but our numbers depend first and foremost on the user who receives the email and their experience when opening it.
Below we will tell you some tricks to make your emails intuitive, usable and easy to use.
– Text VS image. We should not overuse images in our emails. It is clear that design and an elaborate image attract the attention of users, but we must be aware that many email platforms do not show images directly and the telecommunications email list user must click on a link to display them. Therefore, we must try to make the message and who sent it clear before the user clicks to see the images, since many recipients will not even see the images. To do this, we must first pay attention to the “From email” or sender address and the subject, and then to the structure of the information in the message. – Summarize, summarize, summarize. We already know that users on the Internet do not read, but rather scan. This is true on the web, and even more so in emails. We must summarize the texts as much as possible and make clear through the design which are the most relevant elements and texts. – Readability. We must take care of the readability of the message with simple texts with correct alignment and spacing. These are some of the things to keep in mind for the correct readability of the email:
not shown
Few columns , 1, 2, at most 3.
Email width : 550-700px on web. 100% of screen on mobile devices.
Left alignment for long texts.
Font size : Prioritize the importance of texts by using different font sizes and do not use sizes that are too small or too large.
Colour contrast : we must ensure that the contrast ratio is sufficient for correct reading. Here is a good tool to check this: Colour Contrast Check.
– Links:
Try to use few links in the body of the message to avoid distracting attention. This way, the calls to action will be clearer.
The links must lead to pages that are relevant to the source of the link (related to the image or the section that is clicked on).
– Call to action:
It must be visible and in contrast to its surroundings (without breaking the design). If possible, create buttons without images (links with a background color, for example), so that they are always visible. Sometimes it is effective to put several calls to action throughout the message, placing the priority ones higher up.
– Mobile We cannot help but think that more than 30% of emails are opened on mobile devices . The display of messages on these devices must be optimized. To do this, we can use percentages or even media queries ( Responsive web design). We will develop these techniques in future articles. What other tips would you suggest to optimize the user experience in email marketing campaigns? What is your experience as users or marketing professionals regarding the usability of the emails you receive in your inboxes?
Below we will tell you some tricks to make your emails intuitive, usable and easy to use.
– Text VS image. We should not overuse images in our emails. It is clear that design and an elaborate image attract the attention of users, but we must be aware that many email platforms do not show images directly and the telecommunications email list user must click on a link to display them. Therefore, we must try to make the message and who sent it clear before the user clicks to see the images, since many recipients will not even see the images. To do this, we must first pay attention to the “From email” or sender address and the subject, and then to the structure of the information in the message. – Summarize, summarize, summarize. We already know that users on the Internet do not read, but rather scan. This is true on the web, and even more so in emails. We must summarize the texts as much as possible and make clear through the design which are the most relevant elements and texts. – Readability. We must take care of the readability of the message with simple texts with correct alignment and spacing. These are some of the things to keep in mind for the correct readability of the email:
not shown
Few columns , 1, 2, at most 3.
Email width : 550-700px on web. 100% of screen on mobile devices.
Left alignment for long texts.
Font size : Prioritize the importance of texts by using different font sizes and do not use sizes that are too small or too large.
Colour contrast : we must ensure that the contrast ratio is sufficient for correct reading. Here is a good tool to check this: Colour Contrast Check.
– Links:
Try to use few links in the body of the message to avoid distracting attention. This way, the calls to action will be clearer.
The links must lead to pages that are relevant to the source of the link (related to the image or the section that is clicked on).
– Call to action:
It must be visible and in contrast to its surroundings (without breaking the design). If possible, create buttons without images (links with a background color, for example), so that they are always visible. Sometimes it is effective to put several calls to action throughout the message, placing the priority ones higher up.
– Mobile We cannot help but think that more than 30% of emails are opened on mobile devices . The display of messages on these devices must be optimized. To do this, we can use percentages or even media queries ( Responsive web design). We will develop these techniques in future articles. What other tips would you suggest to optimize the user experience in email marketing campaigns? What is your experience as users or marketing professionals regarding the usability of the emails you receive in your inboxes?