When it comes to email marketing, the design plays a pivotal role
. You need to consider if your product is something that people buy visually. For example, you can't expect to write someone into buying a visually-dependent product like clothing; they need to see it.
However, for services, complex products, or unique items, well-written copy can work wonders. Your design shouldn't distract from the clarity and purpose of the email. Instead, it should support and enhance it.
One of the most critical elements of design is the call to action (CTA) button. Make sure it stands out. The design should also reflect your audience. If you're a local business, your emails should look local. If you pride yourself on being a small, non-corporate company, your emails should have that authentic, non-corporate look.
Matching your design to your brand and product is essential. It's about sending the right visual signals to your audience, whether you're a luxury brand, a food and drink business, or a budget-friendly brand.
Remember, design can help catch attention and, most importantly, make that CTA jump out. Your design should guide the reader toward taking the desired action.