Save Yourself from Deletion: Custom Email Design

March 25, 2016

5 Tips To Improve Your Email’s Interaction

Every day, the average person’s inbox is flooded with new emails. Most of which tend to get deleted just as quickly as they appeared. So, how can you make sure your email not only stays in a user’s inbox, but also is opened and engaged with? The answer is custom email design.

It’s All About The Layout

An email’s overall organizational structure, or layout, is a major factor that can affect open rates. Think about it. What would happen if the value of an e-mail was not represented the moment a user’s inbox was open? They would hit delete and move on to the next email. This can be prevented if emails have a clear hierarchal structure in place for a good user experience. A simple, yet effective structure could begin with a company’s branding, followed by a main message and a strong call-to-action.

TIP #1: Emails with a single call to action have a higher click rate because the user has fewer options to distract them. We also recommend having large, easy-to-click buttons instead of text links that could be overlooked or hard to access on mobile devices.

TIP #2: Your email’s design should not only adjust for smaller screens; it should be optimized—otherwise you could be alienating users. According to Litmus, 80% of users will delete an email if it doesn’t look good on their device. To put things in perspective, 75% of Gmail’s 900 million users view their mail on a mobile device! It’s important to know your audience, their needs, and their preferences so you can customize your email’s design appropriately.

But You Can’t Forget The Visuals Either

Humans are extremely visual creatures. Avoiding long blocks of intimidating text ensures users read more and walk away with what you really want them to know. When writing your email’s message, keep it succinct and engaging!

TIP #3: Be strategic in what you write! Provide users with evergreen content and timeless information that will more or less always be true. Balance this information with selling your services. If all you do is try to sell to your customers, they will lose interest and unsubscribe. You want to make sure the user is consistently finding valuable content that they are looking for!

TIP #4: Another factor to consider when designing your custom email design is color. Color should be selected carefully as it can subconsciously affect the user. For example, blue instills trust and safety while yellow could make the user feel anxious. To learn more about the psychology of color, check out our color theory articles here.

Keep It Consistent Or Consistently Miss Opportunities

When an email enters an inbox, it should be instantly identifiable—if it’s not, you need to reconsider your email design.

TIP #5: If users receive emails from you that do not look like your brand or website they are more likely to hit delete, due to the perception that it is spam, unprofessional and less credible.

What It Boils Down To

Email marketing is constantly evolving but the question users ask is always the same: “What do you want me to do with this email?” It’s important that you make this as easy as possible for the user:

  • Remember to use­­­ hierarchy and a single call to action button
  • To ensure your audience engages with your emails, consider optimizing your email design by customizing it for mobile devices
  • Make sure your content is valuable and succinct as users will unsubscribe if your emails provide no value for them
  • Color can subconsciously impact users, so choose wisely
  • Keep your branding consistent to avoid looking like spam


fatrabbit CREATIVE creates custom email templates that incorporate industry best practices and one-of-a-kind designs to help you succeed with your email marketing campaigns. If you want to see better user engagement, higher click-through rates, and lower unsubscribe rates, contact fatrabbit CREATIVE today.

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