Getting consumers to open e-mail is difficult — so once that has been accomplished, they had better like what they see.
There is no science to making an e-mail look good. It really depends on the brand. But, there are some ways to make it more appealing to the reader.
Being clear about the objective is key. Whether it is a promotional coupon or an informational newsletter, the e-mail should clearly say what it is so that the customer knows what the content is. The content should be easy to read, and the e-mail should not try to do too much. If it is a welcome message, it shouldn’t also include a reminder about a sale. Too much information can be too overwhelming.
For marketers that are looking to really delve deep into this, e-mail marketing services firm Pivotal Veracity has released a new online Cross Platform Email Design Guide. The guide includes more than 6,000 documented capabilities for design today and address issues such as the lack of standardization and documentation in how e-mails render from one e-mail client to the next.