Are the words and the visuals doing the same job?
Because the reader doesn't experience them separately.
When they open your email, the design and the copy hit the same brain in the same fraction of a second
When the design carries the message
And the words support the design
It's effortless to the brain and WILL get better engagement
The usual culprits, all of which I see on audits constantly:
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The most important sentence is buried in body text while a decorative header hogs the top spot
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The subject line promises one thing, and the first visual shows something else entirely
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Warm, human copy wrapped in a cold, product-catalogue layout
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A gorgeous button that says "click here."
The three layers of the email experience
1. Aesthetic - how it looks
This is he focus for so many people - but the other two are more important. This is the imagery, the look, the branding, the 'design'
2. Functional - how it works
Does the email do what it is supposed to do? Is it actually a functional email? Does the button click? Is the promo code copieable?
3. Experiential - how it feels
Does the email feel right for this audience, this moment, this relationship? Design contributes through visual tone, spacing, and hierarchy. Copy contributes through language, pace, and emotional register.
There's so much to tell you on this, read the full piece below or learn in depth email design in an upcoming masterclas.
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