“Do you intend to treat your customers like a human or a cash machine? Build trust through good design and good intent.” – Andrea Mignolo

You’ve spent months accumulating email subscribers, you’ve put together a perfect marketing strategy and now it’s time to send a knockout email your list will love.

Not so fast. Before you hit ‘send’, let’s make sure you’re not shooting yourself in the foot with one of these easily avoidable email design mistakes.

Read on to learn more about…

  • Making sure your emails are easy to read
  • Making sure your emails display properly on any device
  • Guiding your readers to where you want them

Here are five common email design mistakes to avoid in your email campaigns…

1. Using a Hard-to-Read Font

Don’t make things difficult for your readers. Choose fonts that scan easily, even if you’re reading them on a small screen. One thing to remember is that, while they look great in print, Serif fonts are harder to read on a screen. Make sure you go for a Sans Serif font for your emails.

2. Not Making it Mobile-Responsive

It’s highly likely that your recipients will read your email on a mobile device, whether that’s their phone or a tablet. You can’t afford to design emails that only look great on a computer screen. Make sure your emails are set up to be responsive, meaning that they adjust automatically to display in the best possible way for whatever kind of device they’re read on. The best email marketing platforms and email design templates will let you do this automatically.

Psst! EmailOut offer a huge range of FREE mobile-responsive design templates. Learn more here >>

3. Forgetting Your Own Branding

You need to adapt for email, but your design still needs to be consistent with your company’s branding elsewhere. If it’s too different, people will start to wonder if the email is actually fake. Be careful to customize any templates to incorporate your logo, match your company colours and use a similar tone and style in wording and images.

4. Overloading with Content or Offers

People don’t have all day to figure out what your email is about. They want to be able to scroll through in a few seconds and decide if this is useful to them.

Keep things minimalist. You don’t need long chunks of text or a bazillion images. You certainly don’t need more than a couple of offers or deals. People quickly get overwhelmed by choice, so if you ask them to consider too many things at once they’ll disengage.

5. Making the Email a Dead End

This brings us to our final point. The design of your email has to lead the reader naturally to whatever you want them to do next. Be very clear on what your call-to-action is before you start designing. What link do you want them to click, or what other actions do you want them to take right now? Is the eye drawn to this point? Is it clear and defined? Have you used persuasive language to guide them there?

Final Thoughts

The key is to remember that your email is a stepping stone to wherever you want the customer to go next in their journey. You’re not trying to give them all the information they could ever need about your company or product in this one email. Keep things simple, clean and easy to scan, with persuasive language and a clear CTA.

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