Email Marketing Design: 10 killer tips

When creating a new email marketing design, we appreciate that the process isn’t always as straightforward as it may seem. If you are looking at how you can design a winning email, then read on for our top ten tips on email marketing design.

1. What does the reader want to know?

Email marketing design will always depend on your objectives for sending the email. It could be you want to communicate news items, promotional offers or new products. Whatever it is you want to talk about, ensure the content is relevant to the target audience, and the key piece of information or ‘take away’, is the most prominent item within the email.

2.The ‘Marmite’ of email marketing design

Unfortunately, design is subjective, thus meaning there is no clear right or wrong answer. One person may love it and another may hate it. Also, personal preference will only get you so far. The most important thing for you to ask yourself is ‘is this right for the customer?’ If you ask yourself this question repeatedly, then your design cannot fail. Make your email marketing design easy with our Maxemail Drag and Drop Email Builder.

3. Build around a table

One of the most proven and most reliable ways to build a new email is through using tables. Not only will your end results look better, but some email clients including Outlook and Gmail will not render modern styling such as margins, padding and floating.

4. Make it clear

Keeping your email marketing design short, the content concise and the call to actions clear, will not only make your email more compelling for the reader, but will also make it easier for them to a). Understand what it is you are telling them, and b). What it is you want them to do.

5. Increase the flow of traffic

Always include clickable links and call to actions within your email marketing design. This will not only give you more options when it comes to tracking the results of your emails, but will also drive additional traffic to your website – giving you another opportunity to engage with your clients and capture data. Always ensure the links work and they take the reader directly to the relevant page. The last thing you want is to provide a bad customer experience and risk a potentially healthy conversion rate.

6. Carefully select your images

Remember, you are essentially telling a story, and the best way to get your story heard is to make it as visually enticing as possible. The best way to do this is to include relevant images. Positioning your images alongside related text will ensure the readers’ eyes are drawn to the message or product you are promoting. That said, less is more, so don’t rely too heavily on images to tell your story, as around 60% of email recipients block images from displaying by default. Always include ALT Tags – a text alternative for images in these instances, so your recipient can gain an idea of what the image is. Additionally, search engine spiders use ALT tags to translate what an image represents.

7. Less is definitely more

Emails are scanned, not read. Therefore, any body of text within the email should not exceed four lines. The more text you include, the less likely it is to get read. Be sure to make all your text easier to read by using a plain font such as;

Top Email Marketing Design Tips

This combined with standard sizes for headings, sub headings, body text and links, will help the reader to navigate their way through the contents more efficiently when scanning.

8. Never be afraid of ‘white space’

White space is underrated. Whilst some view this as another opportunity to squeeze in one more offer or message, it does in fact, act as a natural resting point for your readers’ eyes, again helping them to navigate their way through the email more easily.

9. Don’t risk an email being unopened

With so many potential online threats coming from emails, it is important for your subscribers to instantly know the email has come from you, and only you. Otherwise, you risk them sending it to their ‘trash can’ without a second glance. Use a subject line that uses your brand tone of voice and position your logo and website link consistently across all of your emails – this will also help with brand recognition and build trust.

10. Give them a ‘get out of email free card’

Always make it easy for your subscribers to ‘unsubscribe’ should they wish to. Not only is this a legal requirement, it also makes sense. If your subscriber wishes to go, let them. You can always offer them alternative frequencies and subjects with the use of preference centre, but if they want to leave, let them.


Dynamic email campaigns

Email marketing is rapidly evolving with marketers always on the look out for new innovative ways to improve their email campaign’s performance.

Statistics show that 51% of British consumers are more likely to respond positively to brand communications that deliver real-time information relating to their interests . It therefore comes as no surprise that dynamic content has become increasingly popular over recent years, helping email marketers provide their subscribers with relevant and engaging content.

Dynamic content provides marketers with the ability to send one email to their subscribers which contains different content depending on the recipients preferences, history or behaviour. This can be applied at different levels, starting by simply tailoring your email to include the recipients first name and information based around their location. To put this into context, would a restaurant chain want all their subscribers in Manchester to receive all the latest restaurant offers in London?

Probably not…

But they are likely to want to receive restaurant offers near to them in Manchester. Sounds fairly simple right? So why not take it one step further?

Say, for argument sake, that you’re a holiday provider, the same rules apply – you want to ensure that your recipients receive emails that are relevant to them. Dynamic content can be used to pull through data from your product tables relating to previous bookings the customer has made or holidays they have browsed in the past. In this instance, the dynamic content may include images of previous destinations to muster up memories for the recipient, or perhaps display a selection of suggested holidays which may be relevant to the subscriber. Provide this content with a logical and personalised subject line and introduction and you have the basis for a strong email campaign with high potential to engage the customer.

These are just some examples of how you can begin to implement dynamic content within your campaign, we are always looking for new opportunities to explore the power of dynamic content.
Just in case you’re still not convinced, here are some of the perks you can expect to see after applying dynamic content to your email campaigns:

Customer engagement

Your recipients want to be, and expect to be engaged… How many emails have you received today which you have automatically discarded from your inbox or ignored? Probably quite a few, and the reason behind this is more than likely because you weren’t engaged or interested in the content that was delivered to you. Or in other words, the content wasn’t relevant enough.

Customer loyalty

Get to know your customer, and they will get to know you. The more data you hold about your recipients, the easier it will become to make your subscribers feel unique and engaged. When customers receive emails tailored to their interests and demographics they begin to feel as though you know them, making them become more attached to your brand. The use of a preference centre is useful here, allowing recipients to update you with their preferences.

Improved subscriber experience

Relevant content will provide a better experience for the subscriber and therefore offer them a better experience with your brand. People are crying out for relevant content, with 25% of consumers willing to give up chocolate for a month just to receive relevant content!

Increased conversions

Sending highly relevant and targeted email campaigns can dramatically increase campaign performance. Dynamic content provides targeted marketing which is likely to yield significantly better results with, relevant emails driving 18 times more revenue than broadcast emails (Jupiter Research).

Avoid disappointment for you and your Customers

With dynamic content becoming increasingly popular, email recipients are now expecting content to be relevant to them. If your email isn’t, you’re putting your campaign at risk and increasing the chances of your recipient discarding your email from their inbox straight away.
So whats stopping you? With 80% of marketers defining dynamic personalisation in email as highly important (Adobe and DMA), it’s becoming more and more essential to implement dynamic content into your email campaigns. Your email content should always offer value to your subscribers, and knowing their needs and preferences will enable you to provide them with the content they desire. For more information about maximising your email campaign performance through dynamic content, get in touch with one of our experts today.


Mental Block : 10 Content Ideas for your Newsletter

If you want your Newsletter to be popular you’re going to need to create a regular stream Newsletter content.


Yes sir-y, suck it up buttercup this is going be hard work!

Content brings traffic to my site, and then I monetize that content with ads. My Newletter hooks readers in and gets them back to the site. So I can start making bank!

But doing this week after week, is going to be a challenge. Many Newsletter writers start off enthusiastically and then hit a brick wall.

Run out of topics..? We got your back. Try this list of 10 content ideas to get your inspiration going.

Tip #1 Point to a meaningful Resource

Recap on a video or blog post from your website in your newsletter. Recycling your best performing posts is a great way to get added value out of your previous work.

Tip #2 Review a Product or Service

Give your opinion on a product or service you use and might be useful to your reader. If there is an affiliate program for that product, you can earn while your readers learn. 🙂

Writing reviews is a fantastic way to let brand owners know exactly what you think of them. You’ll often times increase your exposure to them too.

Tip #3 Interview an authority your field

Drop a couple of big fishes an email and ask them to talk about themselves; they love it! Take a handful of questions around your industry and get them to answer them. It doesn’t have to be face to face you can just email them. I like to go for a video recording for extra content and a bigger score. You can start small thou, just do it. The interviewee creates all the content. As a bonus it’s a good relationship building exercise for you.

Tip #4 Group ‘Thought shower’

Ask people for ideas. Ask for their opinion on what they would write if they were you. Ask people In Real Life, your mum, work mates, online peers, influencers. Failing that ask your readers, they love to get involved.

Tip #5 Group Chat

We’ve all got Zoom now right? Use it. Host a virtual party and slip in a handful of questions to a couple of people between margaritas.

Tip #6 Become a Curator

Compile a Top ten list of your favourite “whatevers” from other website, blog or Newsletters in your sector.

Tip #7 Curate Twitter (FFS please someone curate Twitter)!

Come up with the top 100 people to follow on Twitter in your industry. Highlight influencers in your field or accounts you discover that are sharing great content.

Tip #8 Ask Questions on Quora or Reddit

Get ideas from sub-reddits within your website niche. Just by looking you’ll get some ideas. See above for how to turn it into content.

Tip #9 Guest Writers

Invite a blogger in your field to write in your newsletter. They get access to your audience and you have great content for free. Contact smaller Newsletter editors that could use the exposure.

Tip #10 Include a Case Study

Cover a case study you have on file, explain how you created a successful project. Start with the how, why and what you did. These articles pretty much write themselves.

Bonus tip! Do something else

If you are really stuck I recommend thinking about something else. You’ll be amazed at the ideas I have in my sleep. Go for a walk, call friend or take a shower. All work wonders for your creative juices.

Best of luck!


15 tips for a successful birthday party email

Your birthday is for a lot of people have a very special day. Obviously, everyone desires a small (or large) donations, and personal happiness. In an e-Mail Marketing, the birth-day have been a welcome Trigger, and direct contact with customers and potential customers. There is a personal reason for the e-mail of: the birthday of the recipient. But what you can’t manage it, that is, the honoree noted, your birthday, e-mail, but it’s also happy – and they generate in the best-case scenario, the additional sales? The following are the best tips to get your Birthday messages in the track to success.

Birthday party invitations for kids need to excite, inform, and invite. Remember this important point: keep the invitations short and sweet. Kids don’t have a lot of patience, so you’ll want to focus on getting the main points across.

  1. Include the who, what, where, and when
  2. Add an element of surprise
  3. Have fun with colours and accents
  4. Keep it simple
    5.Make it all about fun
  5. Involve kids in the planning
  6. Plan ahead
  7. Consider the birthday party themes
  8. Keep it simple, not too much wording
  9. Use colour to control your subjects:
    Orange- Can be used to have a very strong accent in a design or to provide an accent of color, especially on black and white. Orange draws attention and causes guests to feel warm toward the event.            

Green- Green is a relaxing color…What is your party vibe?

  1. Quotes, jokes or riddles about the birthday kid
  2. Several invitation designs for each age group
  3. Remember, invitations should look as good as they feel
  4. Be creative and think like a child
  5. Don’t aim to overpriced, most kids won’t notice


Don’t over think it. It’s a kids party and they will never remember it anyway.


HTML Email Rendering in Outlook 2007

Traditionally it has been easy for designers to get their HTML email rendered correctly in Outlook, the dominant desktop email client.

Unfortunately this is about to change with the release of Outlook 2007.

Previously Outlook has always utilised Internet Explorer for rendering the HTML but now Microsoft have decided to utilise Word for this purpose.

If anyone has ever used Word to create a HTML you will know how limited its capabilities are.

To see the impact of this on your HTML emails we tested 128 creative’s in Outlook 2007. 28 of these (21.9%) had rendering problems that otherwise would have not existed in previous versions of Outlook.

What HTML does Outlook not support?

On the whole most common HTML tags are supported hence why 100 creative’s rendered perfectly. However background images (background colours are OK) do not get displayed. This is the most widely experienced problem with the tested emails.

In addition the <Margin> tag does not allow you to space your text from the edge of a table cell.

Emails that suffered the main issues were heavily reliant on CSS. While Outlook 2007 supports CSS there are many limitations.

Again the main issue is the lack of support for background images defined by CSS.

Linked CSS style sheets are not supported so make sure you include all CSS within the HTML.

Formatting of bullet points in CSS can cause the bullet points to be forced out of line from each other.

Image dimensions specified by CSS are not applied by Outlook. Therefore we saw on a couple of occasions emails being stretched to the width of the correct image size, not the specified width.

The other common issue is CSS used for positioning being ignored, leaving the email a complete mess.

To help customers overcome these issues we are adding an Outlook 2007 preview in our Inbox Preview feature.

Another useful resource is the Microsoft guide to HTML & CSS rendering in Outlook 2007.

Other issues with Outlook 2007 include:

Phishing – Outlook looks for emails that claim to be from someone but are in fact from a spammer looking to trick you into giving confidential details. Outlook will block the message content including images and links.

Junk Mail Filter – If the Outlook filter catches your email as spam it will block the HTML version, just leaving a stripped plain text version. Another article will focus on the Outlook 2007 spam filter.