Email saw a resurgence in 2014 as more marketers doubled down on a channel that continually proves itself to be a leader in digital marketing. In fact, according to the Direct Marketing Association, email ranks number one in ROI, with a $39.40 return on every dollar invested.
As designers, we are seeing more marketing managers revisiting their email templates in an attempt to push boundaries and create beautiful, engaging emails. As a result, 2015 promises to be an exciting time for email designers. Here are the trends we're most excited about:
- Responsive Design – We’ve been talking about responsive design for a couple of years now and, as a result, responsive design is less of a “trend” and more of an increasingly effective response to the variety of devices in use today. With responsive design you can rearrange elements, as well as hide, show, and scale text and images. Responsive design looks great on desktop, tablets, and mobile screens.
- Utilization of new technologies - Dynamic visuals such as Countdown Timers create urgency and increase the likelihood of click throughs while other technologies like Scratch & Win create interactive and fun campaigns that compel your customers to engage easily. Incorporating these new technologies can give a breath of fresh air to your email campaigns and provide new and unique ways to engage your subscribers.
- Tile layouts - Pinterest started this trend but in 2015 look for tile layouts to be utilized in a big way. With the majority of designs going responsive, a modular type layout just makes sense as it adds flexibility to your piece. You can use a tile for a dynamic call to action one month and then easily swap it out the next month for a promo tile.
- Whitespace - White space can seem like a waste of space - it’s not! White space engages and guides users on a page, highlights calls to action, and creates ease of use and readability. Use white space thoughtfully to create beautiful and effective email designs.
- Bulletproof buttons - Bulletproof buttons allow you to create buttons using code instead of images. You can reliably swap your GIFs, PNGs and JPEGs for HTML and CSS. By only using HTML and CSS, the button will display in all email clients even with images off, making them “bulletproof.”
To get the entire Top 10, download our "Top 10 Email Design Trends for 2015" whitepaper.