Simple Design Tips That’ll Drive Your Lead Generation
Marketing emails and landing pages work hand in hand – the email’s job is to get readers to click on a CTA to reach a landing page. The landing page’s job is to convert on that offer.
Getting readers to open the email is up to whoever writes the subject line, and once that email is open, it’s the designer’s turn to shine. Follow these tips:
- Design with content hierarchy in mind, similar to web page design, discussed previously in this guide.
- Convey your brand immediately. Place your logo at the top, and use colors that match your website. This establishes trust and eases recipients’ minds about clicking through.
- Be careful with images – they can increase load time and spam scores, and possibly not show up at all depending on a user’s settings. Don’t be afraid to try a minimalist approach with bold HTML background colors to make your email pop.
- Ensure the top portion (i.e., the part that will be immediately viewable within the email window) contains relevant information. Make sure it isn’t dominated by a too-large heading or other design element.
- A well-designed, well-placed CTA is absolutely essential:
- CTA buttons are more effective than simply linking text.
- The button should be big enough to stand out, but not overpower the rest of the email.
- Choose a bold color that stands out (but make sure it doesn’t clash with the rest of the design).
- As for where the CTA should go, work with the writer to determine optimal placement. Current research shows that placing the CTA after enough supporting information to build readers’ curiosity about your offer tremendously improves click-through rates.
- That being said, don’t bury the CTA, or make readers wade through too much text to find it.
- Use an inbox preview that lets you see how your email will look in various apps and/or devices within a range of email clients to ensure compatibility in all environments.
- Keep animation to a minimum (It may not appear correctly on all email clients).
- Including a video? Don’t embed it. Rather, include a screenshot that links out to your video.
- Choose fonts that are commonly installed on most versions of Windows and Apple, such as Arial, Helvetica and sans-serif.
- Emails MUST be mobile-friendly. A majority of emails – 56% – are read on smartphones, according to Litmus Email Analytics. Industry experts predict this trend will only increase.
- Layout – An ideal width is 600 pixels or less and similar to web, a one-column that scrolls up and down (versus left to right) is recommended.
- Fonts – Adjust your fonts: 30pt for headers, 14pt or higher for body copy.
- Subject Line – For many mobile users, the first 15 characters are all they will see, so you want to be concise.
- Clickable buttons – Increase the size of links and CTA buttons to make them easy to find and click with fingers.
- Graphics – Keep images (and text) to a minimum; images should be resizable. Don’t use a single large image as it can lead to mobile rendering issues.
Landing Page Design
Landing pages should serve one primary purpose: lead generation. This drives the overarching rule of landing page design, which is to compel visitors to complete your offer form.
Minimize distractions, and include visual elements to help guide viewers toward the CTA.
- Remove the main site navigation to avoid page abandonment.
- Minimize the use of links. You want to keep prospects on this page until they click your CTA button.
- Opt for clear, sharp images. Try to limit over-used stock images.
- Use color contrast to help important elements stand out.
- Use design elements to direct attention to the offer. This can include graphics like arrows, or creative use of images such as a subject’s eyes looking toward the offer form.
- Go for clean and uncluttered. You don’t want to distract visitors with busy backgrounds or overdone animation.
- Leave your check boxes blank when cross-promoting (e.g., to sign up to receive e-newsletters or information about upcoming offers and promos). Let visitors decide to opt in to avoid diluting your lists with low-quality leads.
- Include social sharing buttons. Your goals and strategy can help guide where you choose to place them.
Want more tips on marketing and design best practices? Strata Company, a Greater Philadelphia area marketing and technology firm, specializes in creative multichannel approaches that drive lead generation and conversion. Sign up to receive emails with the latest marketing insight and resources to help you optimize your efforts.
About Courtney Bowman
As Art Director for Strata Company, Courtney Bowman possesses a strong eye for design that engages and inspires. From email to mailers and infographics to websites (like our brand new one!) she’s always working on design that both catches the eye and generates response. Outside the office, Courtney serves as an agent for her father, a talented local artist.