There are a number of critical components, each of which must be considered and executed to ensure effective email marketing. Strong email campaign management, contact lists, subject lines, segmentation, content and many other factors must receive sufficient attention to ensure the campaign as a whole is successful.

One element of email marketing campaigns that is just as essential as these others, yet rarely receives the same level of attention, is aesthetics. As Sundeep Kapur, writing for ClickZ, recently highlighted, the visual appearance of email marketing messages can have a major impact on how well or poorly they are received.

Aesthetics in mind

There are a number of features that determine how an individual responds to a marketing message on the aesthetic level. If this reaction is negative, the individual may stop reading immediately, or decide not to bother opening future messages. It is therefore critical for email marketers to pay close attention to these details.

For example, Kapur noted that the size and amount of text in a marketing message can significantly affect how it is perceived. If the text is too small, it will be difficult for some people to read. If they have to strain their eyes just to read the content of a message, most people will be immediately predisposed toward whatever the message has to offer, even if it would otherwise appeal to them.

Similarly, if the text is too tightly packed together in large paragraphs, rather than broken apart into easily readable sections, a reader may simply skim over the message, potentially missing crucial information.

Kapur also recommended that email marketers incorporate images into their messages. Not only can a picture break up the monotony of a text-heavy message, but it can also attract and engage the audience.

To make messages even more aesthetically pleasing, Kapur recommended that marketers use frames to better separate and highlight the images used.

Mobile mindset

However, there are risks when it comes to designing aesthetically pleasing messages, as Kapur noted. Specifically, the messages may not appear the same on a computer and a smartphone. In the latter case, the smaller screen may make the text even more difficult to read, and the image may not be compatible with the smartphone’s operating system.

This can be a major issue. People are increasingly relying on mobile devices to read their email. Stats say 55% of email is now opened on a mobile device – Litmus “Email Analytics” (March 2016).