Email Design: How to Create Emails That Convert
Email design begins with steps that may seem unrelated to visual design at first, but they are key. These strategic steps lay the foundation for creating emails that look appealing and meet your customers’ needs.
1. Know your audience
Take the time to get to know your audience better. Create buyer personas to understand their habits, interests, concerns, and objections to buying from you.
By defining your audience, you’ll have more accurate data for all your marketing activities, not just emails.
In the process, you’ll also gain insight into different audience segments, allowing you to create emails that resonate with different customer groups with their unique needs and interests.
2. Analyze your email data
Review the results of previous campaigns. Don’t just look at the surface: Dig deeper to understand what worked, what topics are engaging your audience, and which email subject lines were the most successful.
If you’ve tested sending emails from a specific person, see if the results are better than using the company name in the sender field.
Look at the ratio of text to images in the most successful emails. Some audience segments are more likely to favor text, while others respond better to visual storytelling.
