Email design principles?

Email design principles. What does that mean?⁣
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We all know people delete ugly emails. I know I do. Email is different from a website. You have a direct line of communication with your audience. Now we want to make sure that we maintain that communication and attention with a consistent flow of content.⁣
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Here are some email design principles that can help you better understand how to start or improve your email strategy! ⁣

Web vs. Email
Web is general. It’s formatted for the general audience. Email is specific. You know your audience and what they like! You can assume that they opted into getting information from you. Now you have to keep their attention and keep them informed.

Email is its own channel
You can determine your audience. You can get more details with sign up forms. Forms will give you some insight into what your audience is looking for and their reason for signing up in the first place.

Email = Communication 
Email is a direct line of communication. You are directly contacting your audience. You want the design to catch their eye so it guides them to follow the action (CTA) in your email messaging. You can be human and conversational. Connect! 

What is your purpose?
Content follows from the purpose. Now we know what our audience is interested in. Are you selling a product? Sending a monthly newsletter? Informing about an upcoming event? That determines the next steps. Is it a text-based email or image?

Responsive design
You want to make sure that your email shows up on your audience's chosen device. Check on all web clients, it will look different on Gmail, outlook and apple mail. Make sure to check on mobile and desktop. You might have to move parts around.

Text is the most important
Make sure your text always shows up. If an image doesn't load, the text is there and saves your messaging. The message should translate without an image. Pay attention to typography, type, text color, and linked words.

Code your CTA's
Imaged based buttons are great but can hurt you if they do not load. Make sure to code your button or have a phrase or word linked to the same CTA as a backup. You can ask your web developer for help on coding your CTA’s.

Use gifs instead of video
Video takes forever to load and it adds a data cost (your audience is using more data to load your email). Video is not supported on all email clients.Try using Gifs. It is faster, fun and practical.