How to design emails that CONVERT

Hey there,

Today I’m going to be unpacking the exact design structure you should be following in your email marketing.

Now, while text only emails have been all the hype as of late, there is still a massive place for emails that are beautifully designed.

First, lets’s start with above the fold.

What is “above the fold”?

A “fold” is a section that fits on a screen without having to scroll.

So “above the fold” is referring to the first section (or fold) of your email that people see before having to scroll down.

In email, we call the image that sits above the fold the “hero image”.

Why is this important?"

Because attention spans are low. And competition for attention is high.

What I mean by this, is if your content does not capture the attention of the user in the first 2-3 seconds they’ll simply click off.

Half the time, people forget why they even opened your email in the first place. They’re just unconsciously scrolling on their phone after a long day at work.

So, the first fold has to capture intrigue or even a click through to our website.

Hop in Canva and follow this structure for your hero image:

Now, you can switch around things like the button and the image.

Or the image and the subheader.

But, it’s best practice to have the header at the top.

HOWEVER

Some industries like fashion who have very particular branding aesthetics might find it hard to plant all these texts and buttons all over their nice photos.

One caveat to this is if your hero image is such an amazing photo, it speaks for itself. For example, in Fashion, it’s not so much the text that may capture attention. A great outfit speaks for itself and will hook people in to keep scrolling.

But for the most part, follow a structure like that.

Under your hero image, have a small block of copy/text.

Then, jump into some unique selling points, then some social proof.

Super easy.

Over time, you can begin to A/B test your own designs.

But most people start with designs that are like logo, image, long copy, and the first button is ¾ of the way down the email…

Hope this helps,

Angus Cowan

The DTC Growth Letter.

P.S. My Email/SMS Agency has recently rebranded…

We are no longer MonetiseMe, and we are now mktgemails.com 

(mar-ke-ting e-mails - .com)