Andriy: How to design
simple emails and what can you learn from a 1.8 Billion Dollar company?
Andriy:
Hi, this is Andriy, the founder of Flowium. An email marketing agency as well as this
YouTube channel. In this video I would like to show you how to design simple emails and
what can we learn from company like Glossier? According to The Business Of Fashion,
Glossier's worth nowadays is 1.8 Billion Dollars and I want to show you their emails.
This is one of the example of Glossier's emails. It looks simple, doesn't it?
And actually this is very powerful because it does the job of telling the person not about
the product, but the products available and spark curiosity for them to click and go to the website
and either learn more or purchase. The goal of the email is to sell or to spark interest. But
the biggest goal is for them to take action and click, because in the email you, unfortunately,
cannot sell. They cannot buy inside of the emails, they have to go to the website.
Andriy: So this is one of the
examples of their emails. Here's another one, again, same structure, logo, title,
here is an image, some text and call to action. Very basic, very easy to do and I'll show you
how to do it, how to design the inside of the Klaviyo and you can use the same technique in any
other software. And this is the last one, these three examples are probably the most complicated
email they send. This email has more return in investment than a heavily designed email.
Andriy: Why? Because
in the heavily designed email, you need to pull your designer, you need to pull your copywriter,
you need to set it up, you need to make sure everything is tested. And at the end,
it might perform the same. Actually in one company we are testing right now is AB testing,
the long form, heavily designed email versus something like this.
Andriy: And we don't have the results yet, I will announce
it later. But my assumption is that there would be almost no result, but they will save a lot of time
for their team, who is currently investing a lot of energy and resources to build those emails. So
let's start and try to recreate the same email inside of Klaviyo. Okay, so let's open the Klaviyo
account. This is our company account, so let's go to email templates and start from scratch. Create
template, they have a lot of team templates, which you might use, but I personally like to
start from scratch, so let's do it. So here we got my templates, import basic. So let's start
from basic and one column, a test template. So let's do test template and let's start designing.
Andriy: So here's a
structure. So we need a logo, then we need the title, then we need the hero image,
then we again need the text and at the bottom we will need, this is actually optional, but
a lot of people do it in the header. And by the way, I have another video about the five mistakes,
I believe, or three mistakes about email design. So I strongly recommend for you to check. Okay,
so we have this and we have a photo which is standard. So right now we have the basic
framework and let me just simplify it. So, I want to remove this and copy it here.
Andriy: Cool. And let's
make sure it's centered. So centered, so first we need to start from the logo, here's the logo.
So make sure it's centered, make sure it's not too big, right now I don't like the size,
it should be 250, maybe even smaller, 100 or 150. No, it's too small. 200.
Andriy: Yeah, it looks good and we need to
place some space above and below to make it look better. So let's do left, right nine-nine.
Top, bottom let's do 18-18. I'm not sure, but increment of nine works the best in Klaviyo or
maybe it's some weird number, around 27. It looks decent. You can write it here,
I typically go to the source because it does not adjust the formatting sometimes. So we have this,
I don't like the space below, it's too big. I think the bottom is weird, but they look small.
So no, it's good. Now we need a hero image. Again, you can use any of your pictures
you like or just go to camera and go to a banner and use a horizontal, landscape one. And let's do
something like business since we are in business, because we are an email marketing agency.
Andriy: Let's use this one, it's free. Saving them now.
Let's not do too many call to actions. Let's not make a lot of call to actions. Try to make
it simple. Labor Day Sale Starts Today, 50% off sale. So download PDF, no JPEG, PNG might
be good too. Let's try JPEG, we want something light because you don't want the email load
slow. You want the email to load faster. You know what? I don't like the background because it's
too white. So let's do this one more time. JPEG. So we have this, we go upload, upload.
This one is here. Upload. You can do it this way, which looks decent or you can do stretch image.
It will be from border to border. But for some reason I like this thing better.
Also I think personally that the width of the email is too big for my purposes.
Andriy: I can make it 400. No, it looks too small.
So let's keep it at 600 and one more thing, one more blog that I forgot to add is CTA. So
not much to copy. I personally believe it's a lot. So this is a simple title
and let's remove this because it's too long. I will not write anything here. I don't like this,
the text is too wide. So I would rather do 36 and 36 or maybe more
than... Let's try to give more space because the email for some reason looks too busy. 36-36.
Andriy:
Now, let's do the bottom. So this one is 36, it might be too much.
Let's keep it at nine. And this one is 36. So this looks better. Now let's do,
people like to have home. I don't know why they like to do that, but shoes, make-up, t-shirts.
What I like to do here is to make the text background to this one, the font should be
black or any color of your choosing, which is good. Then we want to go back to the blog and
we do white or transparent. So we have this, so we do padding, top zero, bottom zero and
we do this line. Let's bottom zero. Too much, so let's do nine, let's do black as well. Okay.
Andriy: So let's
move it and flip it. So here we do nine and here we do 18.
So I personally believe it's too much space, so let's try zero. And let's try
18, zero, top zero and here's 18. Let's try this, fit to image.
Andriy: So here's a
simple design. Again, I'm not the designer, but it's better than nothing. What I'm trying to say
is the simplicity of this email will save you a lot of time and make you more efficient. And
you can start sending emails today. Another thing what you can do is, I personally don't like
headers. I like to start with logo here, image, text, call to actions and the bottoms. But again,
every brand is different. A few things you should not do is include this bottom email in the top of
the mail because it defeats the purpose of the design. The goal of this email is it should be
like a upside down pyramid. So it should drive people from the up to the bottom
to this, to click. Not click here, here, or there. It's secondary, the main thing, the
main purpose of emails is to click here or also include links in the hero image and in the logo.
Andriy: In case, you have
any additional questions, please let me know. Also, please check out other design videos that
we have created about design tips and subscribe to this channel, if you're not subscribed yet.