Why would Parcel, a platform created for many who code HTML emails, ship plain-looking emails to its prospects and subscribers? Might there be a motive to ship your checklist a quite simple electronic mail design?
When the group examined their flashier HTML designs towards easy, text-based emails … the straightforward electronic mail design gained. (Yeah, our minds had been blown too.)
We needed to know extra, so we requested Naomi West, Product Advertising Supervisor at Parcel, and Emily Ryan, Electronic mail Strategist and Co-Founder at Westfield Inventive, to speak us via what they’ve discovered about experimenting with minimalism at Electronic mail Camp, our two-day digital electronic mail advertising and marketing technique, improvement, and design digital occasion.
Watch the on-demand presentation beneath to seek out out extra about what Naomi and Emily why much less might be extra in electronic mail design.
Couldn’t make this yr’s epic space-themed model of Electronic mail Camp? Don’t fear. We’ve put collectively a recap of what we discovered from Naomi and Emily about how easy electronic mail design and text-based emails can work in your model.
HTML electronic mail campaigns vs. plain textual content emails
Earlier than we bounce in, let’s outline what plain textual content emails appear to be versus extra conventional HTML-based electronic mail campaigns. As an electronic mail marketer, you already know and love well-designed HTML electronic mail campaigns – , those which have vibrant colours, stunning imagery, and perhaps just a little one thing further, like animation or interactive parts.
Plain textual content publication
HTML electronic mail publication
True plain textual content emails are messages that solely embrace textual content. Meaning no HTML code is used by any means within the creation of the e-mail. There are not any photos, graphics, columns, tables, CTA buttons, or hyperlinks with anchor textual content. Actually, if we get technical about it, formatting textual content as daring or italics would additionally exclude it from being a literal plain textual content electronic mail.
What Naomi and Emaily are actually speaking about are easy, text-based emails with minimal code or graphics. This nonetheless technically makes use of HTML to construct the e-mail – for instance, coding in hyperlinks or including a easy CTA button on the backside – however has the look of an electronic mail that you can ship out of your private account.
That is generally known as “easy,” “low-design,” or “minimalist” electronic mail design.
“Plain textual content emails, they don’t get loads of TLC, however they’re so necessary. We’ve began to see them convert higher, and they could be a nice method for anybody with restricted assets or who needs to simplify their electronic mail.”
Naomi West, Product Advertising, Parcel.io
The advantages of straightforward electronic mail design
All of us love stunning, design-heavy emails. (That’s why you’re studying our weblog, proper?) And whereas these emails will all the time have a spot in any advertising and marketing technique, easy electronic mail design generally is a surprisingly high-performing tactic value testing in your subsequent electronic mail marketing campaign.
Why? Electronic mail has all the time been probably the most private channels a marketer can entry.
“Electronic mail is perceived as a one to 1 interplay. You’re going into one particular person’s inbox. You might be emailing 100,000 contacts, however it’s a private interplay with one subscriber that they expertise.”
Emily Ryan, Co-founder, Westfield Inventive
Naomi and the group at Parcel ran a five-month variant check for his or her welcome automation with designed emails subsequent to a text-based method. What occurred took them a bit without warning.
“My speculation going into the A/B check was that extra people can be impressed by the design variant, however what we ended up seeing was a better conversion for the text-based emails. So I stated to [our developer] Mark Robbins, thanks for designing this stunning electronic mail, however I cannot be continuing with it. I’m going to return to the e-mail that takes zero assets to get out the door. A text-based method finally caught individuals’s eyes and allowed them to answer so much simpler.”
Naomi West, Product Advertising, Parcel.io
As electronic mail entrepreneurs, it’s necessary to not let our personal biases dictate our design decisions. Each viewers has totally different preferences — and since electronic mail is designed to be private and conversational, it is smart that subscribers would like a less complicated method.
Taking an method like this one additionally gave the Parcel group a giant benefit: Standing out within the inbox. We regularly discuss designing essentially the most eye-catching electronic mail or working with particular psychological colours for conversion (bear in mind when everybody had orange CTAs?) however with so a lot on the web as of late, it’s truly the easier electronic mail that may stand out.
4 examples of minimalist electronic mail design
Minimalism doesn’t need to be boring. Streamlining your design parts offers your copywriting group an opportunity to essentially shine. Listed below are 5 examples of straightforward, stripped-down electronic mail designs you possibly can take inspiration from in your subsequent marketing campaign:
1. Customer support electronic mail – Out of doors Voices
Totally different emails require a distinct stage of design, and in the case of customer support emails like this one from Out of doors Voices, taking a super-personal method pays off. This electronic mail is a fast check-in for patrons after they make a purchase order and units up a stronger relationship sooner or later.
2. Welcome electronic mail – Zeplin
Welcome emails are your alternative to ship a terrific first impression in your subscribers, however they don’t need to be tremendous flashy. This electronic mail from Zeplin has just a few small design parts, like a whimsical footer and distinctive CTA button (a golden ticket!) however is in any other case largely textual content.
3. Product launch – Robin
In case you’ve obtained some model new options to share, why not check out whether or not you want a elaborate new electronic mail design or if you wish to hold it easy? It is a nice tactic when you have a product that isn’t simply visualized, like software program or a subscription. This product launch electronic mail from B2B model Robin makes use of a easy template and focuses primarily on the why behind their new product.
4. Gives and reductions – Everlane
Everlane’s clothes model is all about easy neutrals, however they often ship out closely designed emails or ones that function robust visuals of their retail merchandise. This electronic mail, particularly for Black Friday, is a superb instance of standing out within the inbox by paring down. It’s a fast, personalised word that includes just a few key gadgets and a reminder that the sale ends quickly.
Take a look at each marketing campaign to ship your model’s greatest
Whether or not you’re seeking to dip your toe into extra minimalist electronic mail designs or wish to experiment with a text-based method, each model and each electronic mail checklist is totally different. That’s why A/B testing this type of factor is so necessary. You by no means know the way your subscribers will reply.
“Clearly, we love HTML, design-heavy emails which might be attractive and superb and interactive, however we discovered that working with our purchasers and prospects that plain textual content truly works rather well as a part of your advertising and marketing technique. It’s actually attention-grabbing whenever you begin testing to see what individuals are going to answer.”
Emily Ryan, Co-founder, Westfield Inventive
You may get began by placing one in every of your extremely designed emails up towards a plain textual content model, similar to Naomi did.
Don’t overlook – there are two sorts of electronic mail testing. Whereas A/B testing offers you insights into how your subscribers reply to modifications, pre-send electronic mail testing is totally different. It’s high quality assurance for electronic mail entrepreneurs, and it’s wanted for each minimalist emails in addition to advanced designs. Each sorts of testing assist with electronic mail advertising and marketing optimization, however one takes place earlier than you hit the ship button, and the opposite takes place after you launch.
Sinch Electronic mail on Acid offers senders limitless pre-send electronic mail testing with each paid subscription. Meaning you possibly can check as many variations of your HTML electronic mail designs as you want. You’ll really feel assured that whenever you hit ship, you’ll be delivering the very best model of your electronic mail advertising and marketing marketing campaign.
Be a part of us for Electronic mail Camp in 2024
In case you loved the presentation from Emily and Naomi, you’ll love Electronic mail Camp – our free, digital occasion.
We’re already getting issues collectively for one more fun-filled, mind-expanding gathering of electronic mail geeks in 2024. Wish to be a part of it? We wish you there. Signal as much as get updates about Electronic mail Camp 2024. We’ll fill you in on dates, audio system, and extra.
Within the meantime, take a look at extra on-demand Electronic mail Camp 2023 displays on YouTube.
Creator: The Electronic mail on Acid Staff
The Electronic mail on Acid content material group is made up of digital entrepreneurs, content material creators, and straight-up electronic mail geeks.
Join with us on LinkedIn, comply with us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on electronic mail advertising and marketing.
Creator: The Electronic mail on Acid Staff
The Electronic mail on Acid content material group is made up of digital entrepreneurs, content material creators, and straight-up electronic mail geeks.
Join with us on LinkedIn, comply with us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on electronic mail advertising and marketing.
