Email Design 101

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Hey Team,

Today’s edition is going to be all about email design.

Design is one of the most complex and logistically intense aspects of email marketing.

There are many factors you need to get right to create a great design.

If you’d prefer to watch a video on this, go to this YouTube playlist.

You probably know that email design is important.

You could have the best copy in the world but if the design is painful to look at, nobody is going to read the copy.

I believe design/layout is the most important aspect of email marketing for Ecom.

But why do so many brands have terrible designs?

Well, because here’s what you need to know:

  • What platform to design on (Photoshop, Figma, Canva, Klaviyo, etc)

  • How to use that platform

  • What are the measurements of an email? How wide? How tall?

  • What actually makes a design look good?

  • What makes a design convert well?

  • How to optimise the design for mobile?

  • How to maintain high deliverability using all image emails?

  • How to get the email from the design platform to Klaviyo?

  • How do I get the links in the right places?

You get the point. There’s a lot to know.

I think that email design alone is the reason that a lot of businesses choose to work with agencies.

It’s easier to outsource it than suffer through the learning process of email design.

I’m going to answer all those questions for you in 1 sentence each. If you want a long-form, technical answer you can go to this video.

Your questions… Answered:

  • Use Figma.

  • Use templates, you can download mine here.

  • Emails are 600px wide. They can be as long as you want, technically.

  • Whitespace makes designs look good, don’t make your design crammed.

  • Clear offer with large CTA buttons above the fold of the email make it convert better.

  • Create them as static images in Figma and they’ll be mobile optimised.

  • Add html text to the footer in Klaviyo. Make it size 1 and the same colour as the background so nobody will see it.

  • In Figma, use the slice tool and export the slices. Then add those slices as image blocks in Klaviyo.

  • Create a separate slice for each link you want to use.

That’s it.

As I said, for a complicated topic like this I recommend watching all of the videos in this YouTube playlist.

Today’s Helpful Links

Thanks for reading! If there’s anything specific you’d like me to cover in depth in this newsletter or on YouTube, reply to this email and let me know!

Much love,

Lachie

PS: If you run an Ecom Brand doing at least $50k/mo in revenue, book a 15-minute discovery call here to see if you qualify for our guarantee.

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