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Email UI/UX guide to increase your open rate

26 September 2023 Comments Off on Guía de UI/UX en email para aumentar tu tasa de apertura

User experience and user interface design are essential. to increase the click-through rate in your email marketing campaigns. In this guide we review the key UI/UX aspects to achieve this goal.

Hierarchy of Information

a) Texts: headlines, bodycopy…

  • - Use clear and eye-catching headlines to grab attention. Headlines should highlight the main message.
  • The body copy should be legible and structured in short paragraphs.
  • - The user does not read the email, but scans it, so the texts should be visually establish the importance of the messagesby means of text size, bold, colours...
  • - Maintain a high contrast between text and background to ensure legibility.
  • - Use line breaks and short paragraphs.
  • - Avoid extravagant alignments (vertical text, diagonal...).

(b) Guíto reading

  • - Design the user's journey through the email, guiding them towards calls to action.
  • - Use bullets and lists to present information in a concise and easy-to-scan manner.
Guía de diseño UI UX

Contrasting colours

  • - Use background and text colours that provide clear contrast to improve readability.
  • - Use a striking colour and in contrast to the surroundings for calls to action.
  • - Using too many colours can disperse the attention and therefore the click.

Highlights

  • - Highlight important elements such as links and calls to action (CTAs) by using eye-catching colours, larger or bold elements.
  • - But beware of overdoing it: if everything is highlighted, nothing is really highlighted.
  • - Use animations sparingly. Too much movement can be counterproductive. Opt for subtle, localised animations to draw the user's attention to an element.

ReduccióCTAs

  • - Limit the number of CTAs in an email, the diversity of options disperses the action.

Weight and load of images

  • - Optimise the weight of your emails so that they load quickly. Heavy images (+200k) can take several seconds to load and we can lose the user in that short time.

Text vs. Image

  • - Use text instead of images for crucial information, such as CTAs. Email clients do not always automatically load images, and text is more accessible.
  • - If you use images, be sure to include alternative text so that recipients know what the image is about even if it doesn't load.

Brand consistency

  • - Maintain brand consistency in your emails. Use the same colours, fonts and styles that represent your brand in other channels.
  • - Use your company logo and make sure it is linked to your website or landing page.

Conclusions

UI/UX design plays a crucial role in improving the click-through rate of your email marketing campaigns. By applying these principles, you will be able to create more effective and engaging emails that lead to increased recipient engagement and ultimately an increase in click-through rate. Test each change to evaluate the real effect of visual modifications and remember that constant optimisation and testing is key to continued success in email marketing.