{"id":37244,"date":"2020-07-23T07:02:01","date_gmt":"2020-07-23T07:02:01","guid":{"rendered":"https:\/\/wp.lvh.me\/blog\/2020\/07\/23\/does-email-design-actually-matter\/"},"modified":"2024-12-20T10:49:44","modified_gmt":"2024-12-20T10:49:44","slug":"does-email-design-actually-matter","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2020\/07\/23\/does-email-design-actually-matter\/","title":{"rendered":"Does Email Design Actually Matter?"},"content":{"rendered":"\n

Every email marketer dreams of sending beautiful campaigns that convert.<\/p>\n\n\n\n

Study after study confirms the RIO potential of email, but what\u2019s less clear is the creative path you should walk to get there.<\/p>\n\n\n\n

There\u2019s a healthy body of evidence to support the humble plain text email. Meanwhile, our inboxes are filled with highly-designed campaigns from big brands.<\/p>\n\n\n\n

So what\u2019s the answer? Does email design actually matter? Should you actually invest in hiring an email designer (or becoming an apprentice designer yourself) or would it be better to sharpen your copywriting skills and go full plain text on your audience?<\/p>\n\n\n\n

This post examines the impact design has on conversions and explains when design is important and when it\u2019s not.<\/p>\n\n\n\n\n\n\n

What marketers use now<\/h2>\n\n\n\n

Before I examine the pros and cons of design and plain text, let\u2019s establish an understanding of what marketers are actually doing these days.<\/p>\n\n\n\n

It\u2019s easy to think design-rich, HTML emails are the standard. After all, we probably see a lot more of them in our inbox than plain text emails. (Unless you\u2019re subscribed to a bunch of B2B email lists<\/a>, which could be a thing.)<\/p>\n\n\n\n

But perception isn\u2019t always reality. Research from <\/a>Databox<\/a> found 62% of marketers use a combination of plain text and HTML emails.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

This data underscores an important fact: you don\u2019t have to take a binary approach to email design. It doesn\u2019t have to be all HTML or all plain text. There\u2019s probably a place in your strategy for both.<\/p>\n\n\n\n

With that in mind, we can examine HTML vs plain text emails through a slightly more focused lens.<\/p>\n\n\n\n

When you need HTML emails<\/h2>\n\n\n\n

As I write this, email design is in a particularly vibrant place.<\/p>\n\n\n\n

Big ecommerce brands like Nike adorn their offers with billboard-level creative<\/a>. Boutique agencies launch their newsletters with rich combinations of gradients and imagery<\/a>. Airbnb is elevating tourism photography to an art form<\/a>.<\/p>\n\n\n\n

But does it make a difference? Do these beautifully conceived pieces of marketing work better because of their aesthetics?<\/p>\n\n\n\n

Unless we ask Nike for access to their email testing data, it\u2019s impossible to know for sure. But it seems like the answer is yes \u2014 under the right circumstances.<\/p>\n\n\n\n

Many of the brands that are best suited for an HTML-first strategy offer visual products or services.<\/p>\n\n\n\n

Ecommerce brands benefit from making their products look stunning because it makes their products more desirable. Agencies need to promote their design talent, so delivering eye catching emails likely has a positive effect on their business.<\/p>\n\n\n\n

There\u2019s an anecdote from Airbnb\u2019s past that illustrates the persuasive power of design.<\/p>\n\n\n\n

In the beginning, Airbnb let people post whatever photos they wanted when they listed a property. The numbers weren\u2019t that impressive.<\/p>\n\n\n\n

So the founders bought a $5,000 camera and started photographing some of the properties in New York. Once the new photos were posted, listings increased threefold<\/a>.<\/p>\n\n\n\n

The same design principle broadly applies to email. If the aesthetics of a product have a central role in determining whether someone will buy (or even click) then it\u2019s important to improve that characteristic.<\/p>\n\n\n\n

So design can have a marked impact, when the aesthetics of a product are front and center. More often than not, that  happens to be B2C brands, like ecommerce.<\/p>\n\n\n\n

That doesn\u2019t mean B2B brands won\u2019t benefit from visually arresting emails, but that benefit is typically less than what B2C brands realize.<\/p>\n\n\n\n

Let\u2019s look at an example.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Namecheap\u2019s newsletter uses design to complement and enhance its content.<\/p>\n\n\n\n

Rather than applying design for design\u2019s sake, Namecheap<\/a> draws the reader in by making each section of the email interesting and distinct. The aesthetics aren\u2019t overwhelming; they\u2019re inviting.<\/p>\n\n\n\n

Consequently, readers are more likely to invest their attention in each section and click through to learn more.<\/p>\n\n\n\n

When plain text is better<\/h2>\n\n\n\n

HTML emails often receive more fanfare, because marketers are entranced by their visual qualities. However, plain text is making a serious comeback in the B2B galaxy.<\/p>\n\n\n\n

How could that be the case? If people appreciate aesthetics, why wouldn\u2019t B2B marketers \u2014 a lot of whom promote marketing software that needs to be user friendly \u2014 invest in an HTML strategy?<\/p>\n\n\n\n

There are three main reasons:<\/p>\n\n\n\n

First, HTML is generally less effective in B2B. Similarly to how internet users have developed banner blindness<\/a>, many B2B audiences have grown jaded to overt marketing messages like the kind you would find in HTML emails.<\/p>\n\n\n\n

Second, plain text emails also have better deliverability, which means they\u2019re less likely to be ensnared by spam filters, and more likely to be read.<\/p>\n\n\n\n

Third, plain text emails put the focus squarely on the message. If the copy<\/a> is good, then the email could feel more personal and produce better results.<\/p>\n\n\n\n

When Drift launched its email feature, the CMO David Gearhart explained<\/a> why the system only allowed for plain text emails:<\/p>\n\n\n\n

\u201cBecause of the volume of emails we get from all brands, we\u2019ve started to tune out those highly designed emails. As much time as they took to design, and as pretty as they might be, they\u2019re the equivalent of getting a flyer in the mail.<\/p>\n\n\n\n

But what happens when you get that plain white envelope in the mail with your name handwritten on the front? You open it. And you read it<\/strong>.\u201d<\/p>\n\n\n\n

Plain text emails that are used for customer acquisition live and die by their copy. If the copy isn\u2019t strong, it won\u2019t work.<\/p>\n\n\n\n

There are probably still times when HTML emails work for B2B audiences. Newsletters, in particular, come to mind. But at this moment, marketing to B2B customers seems better suited to minimally designed campaigns.<\/p>\n\n\n\n

Still, some newsletter choose to take a mostly-plaintext route.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

<\/p>\n\n\n\n

Robinhood\u2019s Snacks newsletter provides financial updates to a business-savvy audience. Robinhood<\/a> isn\u2019t actually a B2B company, but they realize their readers aren\u2019t looking for beautiful color palettes and striking images. They want news about financial marketers.<\/p>\n\n\n\n

So rather than dress up the content, Robinhood focuses on providing in-depth content that educates their readers. People can click through to learn more about each individual story if they want, but they mostly appreciate the curated buffet of knowledge this newsletter delivers every day \u2014 very little design necessary.<\/p>\n\n\n\n

There are no absolutes in marketing. Like the Databox survey said most marketers use a mix of HTML and plain text emails. The real key is to know which approach to deploy at which time.<\/p>\n\n\n\n

So in the end, does design matter? That question deserves a philosophical answer that\u2019s outside the scope of this article.<\/p>\n\n\n\n

However, when it comes to email, we can definitely say \u201cyes, sometimes. But it depends.\u201d<\/p>\n\n\n\n

Zach is the Content Specialist at Soundstripe, a provider of classical music<\/a> and SFX<\/a> for creators. His writing has been published on CXL, InVision, and other reputable publications.<\/p>\n\n\n\n

About the Author<\/strong><\/em><\/p>\n\n\n\n

Joydeep Bhattacharya is a digital marketing evangelist and the author of <\/span>SEOsandwitch.com<\/span><\/a>. He has helped numerous brands improve their presence online. His articles have been published on sites like Search Engine Watch, SEMrush, Smartinsights, Hubspot and several others. You can connect with him on <\/span>LinkedIn<\/span>. <\/span><\/em><\/h5>\n\n\n\n
\"\"<\/a><\/figure>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Every email marketer dreams of sending beautiful campaigns that convert. Study after study confirms the RIO potential of email, but what\u2019s less clear is the creative path you should walk to get there. There\u2019s a healthy body of evidence to support the humble plain text email. Meanwhile, our inboxes are filled with highly-designed campaigns from […]<\/p>\n","protected":false},"author":3,"featured_media":27469,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[],"tags":[],"class_list":["post-37244","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"yoast_head":"\nDoes Email Design Actually Matter? - Mailrelay<\/title>\n<meta name=\"description\" content=\"Every email marketer dreams of sending beautiful campaigns that convert.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mailrelay.com\/en\/blog\/2020\/07\/23\/does-email-design-actually-matter\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does Email Design Actually Matter? - 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