Transform Your Ecommerce Email Design: Top trends and tips for 2024

If you’re serious about your Ecommerce email marketing, you probably put a huge amount of time and effort into the actual content of your mails - but what about the design ? 

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Lots of people make the mistake of setting up their email design once and assuming that it will serve them well forever however, just like anything else, email design is subject to change and trends and, so, in this article we’re sharing tips on how to transform your Ecommerce email design for maximum effect. 

What do we mean by email design ?

This term covers all of the different elements of your ecommerce email design which come together to create the aesthetic of your email as well as forming its readability and these include: 

• Images
• Layout
• Font type and size
• Ratio of images to text

All of these things as a whole make up your ecommerce email design and determine how attractive your email is and how easy it is to read. 

Product carousels

I’m sure we don’t need to tell you that photographs are important if you’re selling products through your email marketing and while one or two pics can be effective, this doesn’t have the same impact as a product carousel. A product carousel allows the recipient of your email to browse through a number of product photographs within the same email - giving you more chance to bag a sale. This method works really well with PPC (Pay Per Click) advertising and can be just as effective with email marketing. 

When it comes to product photography for your website and your marketing you should always, where possible, use a professional photographer - yes, this will cost money but it is definitely an investment as, quite simply, great professional pics sell!

The green light for color

Never underestimate the power of color when it comes to your email design. Bold colors such as orange and red can make your email pop and introduce a sense of urgency in the reader. If your products are health and / or wellbeing related, cool blue or dark green are great colors for instilling a sense of trust and professionalism into your email. 

While color is vital for the success of your email campaign, don’t get carried away. Try to stick to one or two harmonious colors and avoid going over the top as this will make your email look busy and messy. 

The long and the short of it

OK, we get it - you’ve got a lot to say however, you don’t actually have to say it all in the one email. A lot of the time, the recipients of your email will be accessing it while on a train or bus or in a waiting room and they simply don’t have the time to wade through pages of information. 

Practice writing emails which are informative but concise as a too-long email can be really off putting and will often just result in the recipient becoming overwhelmed and binning it. 

Finding the right font

We all know that there are tons of fonts out there to choose from and it can be tempting to try to upscale your email with a fancy font. Don’t. While a fun font might give your email a unique look, the reality is that it will almost certainly also make it hard to read. As we’ve mentioned, a large percentage of your audience is likely to be looking at your email while on the go and if they have to work at deciphering it, they will usually simply give up. 

Finding the right ratio

For the maximum impact, your ecommerce email design should be made up of a combination of text and images - and getting the ratio of these right is of paramount importance. Ideally, your design should draw the eye to an image and then to the text which accompanies it. 

Try to avoid including huge chunks of text as your reader is likely to decide that this looks like too much work. Aim for an eye-pleasing balance of great images with small, easy to digest paragraphs of text. 

Turning “you’ve got mail” into “you’ve got customers”

For an Ecommerce company, email marketing is a great way of reaching your customers and potential customers and leading them by the hand to your website. As we’ve shown in this article, this involves putting together an email design which looks great, is easy to read and directs the recipient to where you want them to go. 

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Your ecommerce email design is incredibly important and, as such, it's always worth putting a good amount of time and effort into this part of your marketing. Finally, always always conduct proper testing on your email marketing to give you an indication of what works and what doesn’t.