If the perfect email existed...

Unpopular opinion.

I often see email marketers saying that design is not very important for ecommerce emails.

Focus on the words bro...design is just fluff.

Well, of course design doesn't matter if you suck at it.

I guess Allbirds’ website looks great just because they love wasting money on design.

Great email design that aligns with your brand's aesthetics can elevate your brand and help you generate more revenue and profit.

Eyesight evolved way before language and humans process visuals 60,000 times faster than text.

The right design grabs attention and directs your subscribers slowly but surely towards that 💵 button.

However, you don't want to be designing gorgeous emails just for the sake of it.

Effective design is always coupled with function.

How do you design gorgeous emails that print 🤑?

1. Eye-catching, clean header: think of this as a book cover. It hooks people into wanting to learn more.

2. Optimize your CTAs: 
   - 1st CTA should be above the fold. This is a general rule of thumb to increase your click rate. However, this is also contextual as some emails require more info/context before the CTA.
   - Don't dilute your audience's attention by having multiple CTAs linking to different things. Try to have 1 objective per email. If you ask your subscribers to do multiple things, then they will do none.

3. Optimize for mobile: most emails are now opened on mobile, so make sure that your emails look great on mobile devices.
   - Make sure the text is big enough and legible for your audience. If your demographics are older, make the text bigger.
   - Optimize for dark mode as many people use dark mode on their phones now.

4. Avoid super long emails: these get cut in most email apps and people won't see the rest of them anyways. Try to have 2-3 sections max. Here's an example:
   - Present your big idea/hook + CTA.
   - Expand on it + CTA.
   - Social proof +CTA.

5. Stay within your branding guidelines: your emails are a continuation of your funnel. The branding should be consistent with what you have on your website and other channels. Your emails should look like another room in your house, not a dark dungeon that makes people question if they're in the right place.

I attached some emails we made for one of our favorite brands.

@eatflings

How can I help:

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