Email design plays a role in determining the deliverability of your emails but it is important to keep in mind that your sender reputation and historical reputation holds a critical role for inboxing.
If your emails are poorly designed, they are more likely to be flagged as spam or filtered out by email providers. To ensure your emails are delivered to your subscribers’ inboxes, it’s important to optimize your email design for deliverability. In this post, we’ll share some tips on how to do that.
Keep Your Email Lightweight
One of the biggest factors affecting email deliverability is the weight of your email. If your email is too heavy, it will take longer to load and may be flagged as spam. To ensure your emails are lightweight, you should:
- Optimize your images: Use images that are optimized for the web and compressed to reduce their size.
- Use web-safe fonts: Using custom fonts can increase the weight of your email. Stick to web-safe fonts to keep your email lightweight.
- Keep your HTML clean: Broken HTML can impact deliverability. Use a clean HTML structure to ensure your emails render correctly.
- Avoid redirects: Using links that use redirects such as bit.ly and the like can also impact deliverability.
Use a Mobile-Responsive Email Template
Mobile devices now account for over 50% of all email opens, so it’s critical that your emails are mobile-friendly. Using a mobile-responsive email template ensures your emails look great on any device. A mobile-responsive email template will automatically adjust the layout of your email to fit the screen of the device it’s being viewed on.
Use Engaging and Relevant Content
Creating engaging and relevant content is essential for email engagement. Engagement is a critical factor in email deliverability. If your subscribers are not engaging with your emails, email providers will start to filter them out of their inbox. To keep your subscribers engaged, you should:
- Provide value: Provide your subscribers with valuable content that they find interesting and relevant.
- Personalize your emails: Use personalization to make your emails feel more tailored to your subscribers’ interests.
- Use native advertising: Include CTA boxes with related content within your email. Native advertising is a non-intrusive way to promote a product or service through informative and helpful content.
Optimizing your email design for deliverability is critical for the success of your email marketing campaigns. By keeping your emails lightweight, using a mobile-responsive email template, and providing engaging and relevant content, you can increase your email engagement and deliverability.
