When design-less is best

With email design, less is often more according to a recent blog post from email marketing leader ExactTarget.

“When dealing with designers on certain email projects, I have been reminded of the old saying:

To a man with a hammer, everything looks like a nail.

Or, to put it in design terms:

To a designer with Photoshop, everything looks like a canvas to be filled.”

There should be a single purpose to your email communication with customers. Don’t clutter the email with too many messages, images or hard to read text.

An email can be deleted as fast as the blink of an eye. So, be sure to get your message across quickly and keep your primary message at the very top of the email.

Think about how your email will be viewed by the recipient. If the email is delivered to an Outlook account, you may only have the space alloted in the preview pane to catch someone’s attention.

While your designers may want to create a fancy, jam-packed email to wow customers, remember one thing – keep it simple.

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