Email design best practices are there for a reason and as we move through 2020, you have every reason to follow them more than ever before. If you want to enhance conversions, secure more customers and get your emails read then you have to get it right. So many emails go unread and even unopened which makes it more important than ever before to get the design right. Design Starts With What They See in Their Inbox You can have the best content within your email but that won’t work if you don’t make your first impressions count. This begins with the inbox. There are three main elements to think about here and that included the Sender Name, Subject Line and the Preheader. Add your brand name and your name into the sender name as this will enhance trustworthiness. Next, keep the subject line short and sharp so you grab their attention. Give them what they need in a glance and keep it simple. Now, get your preheader spot on. This is the first piece of text that they see when they open the email. Tell them what the email is about in a short snippet. Consider Visual Hierarchy as Part of the Design Visual hierarchy is a powerful design practice that can fall in line with the way people consume information. This means that your content can be scanned and understood but you also direct readers to the information that carries most significance. There are methods that you can use here such as the Z Pattern or the Inverted Pyramid. Interactive Content Email design that is interactive is a great way of encouraging readers to interact with content. These elements can help to create a unique experience but also enhances the user experience. Readers can engage with content without needing to leave your email. So, incorporate animated buttons, hamburger menus and product carousels among many other things. Use User-Generated Content Many consumers don’t trust the brands that they use. Instead, they trust the feedback and recommendations that they receive from peers. This is the perfect opportunity for you to let your users tell your readers why they should choose you. So, include genuine user feedback in emails as this will really add value to your content. Use Dynamic Content to Get Personal Readers no longer want an experience that lacks personalisation and feels cold. They want that type of human-to-human interaction where brands know who they are. It is now possible to retrieve huge amounts of data about your readers, enabling you to create personalised emails that are tailored to their likes. Using segmentation, lead scoring and other advanced automation tactics, you can tailor all content to the individuals. This personalisation makes the entire experience more real for your readers and it makes it possible for you to target them with relevant offers, inform them of their abandoned cart or even ask them to complete customer surveys. It takes it to a whole new level and makes your readers feel as though you are speaking to them directly.