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7 design tips for creating better e-mail marketing newsletters in 2014

Are you still using the same e-mail marketing template that you have been using for years? If so, it might be time to change that. More e-mails are being opened on mobile devices than ever before. Make sure your newsletter designs are fully optimized for mobile environments.

Make mobile first, use responsive designBusiness woman standing with a cell phone in her left hand

More e-mails are being opened on mobile devices than ever before. According to e-mail marketing provider Movable Ink, 65 percent of marketing emails were opened on mobile devices during the last quarter of 2013. Make sure your newsletter designs are responsive and resize according to  screen size.

Make your call-to-action link large enough to touch

The advises, “The minimum size for a clickable area should be 22×44 pixels. You should make (at least) the main call to action links nice and large, and easy to select on a touchscreen. Also ensure links are spaced out so they aren’t mis-tapped: a 22-pixel minimum is again advisable.”

Read more about building responsive e-mails from their blog post:

Increase your font sizes

You also want to make your fonts bigger for mobile screens. For body text, it’s recommended you use a 14 pixel font, for headlines use a 22 pixel font.

Shrink your subject lines

Mobile in-boxes means there’s less space for your subject lines on the screen. Keep your subject line to 35 characters or less advises e-mail newsletter design company E-mail Monks.

Slim down your layout

Streamline wide horizontal layouts to more mobile-friendly vertical layouts. If you are set on using a two-column layout, follow this design tip from Campaign Monitor and use a CSS attribute like align=”left”. When the e-mail is opened on a screen size smaller than 640, the align=”left” tag pushes the right hand column elegantly under the left-hand column.

If you use an e-mail marketing platform to send out your e-mails, you should be able to view what those e-mails will look like on different mobile devices.

Use graphics and images that reinforce your offer and benefits

HubSpot’s 2012 Science of Email Marketing research revealed that “65% of people prefer emails with mostly images rather than text and 88% opted for HTML emails over plain text.”

With that said, be sure to keep your overall image and e-mail download size small as download speeds matter. Use alt text for images in case your images are blocked. Images and graphics should enhance your message, but not be dependent on it.

Use graphics and headers to section out parts of your e-mail

You can use lines, header text and images to divide up your e-mail into sections or blocks  for easy scanning. Just make sure your images are small and load easily.