If you have ever used an Apple product, you will very quickly understand that good design is an exercise in restraint.
We are all humans, and because of that, there is a natural tendency to add more features, draw more lines, sculpt more surfaces, load more options, with the belief that by adding “more”, more value is provided. After all, if it was hard to design, it should be hard to use- right!!!. A good designer is, however, trained to refrain from the compulsion to add.
The objective of good design is to reduce; reduce the number of parts, reduce complexity, reduce waste, and reduce cost. Design is the ability to make clear a product or services purpose or message.
Society thinks that the role of a designer is to beautify through adding decoration. Still, the actual function is to remove elements to reveal an idea, only adding what is necessary to craft a story. The desire for a product or service to do all things leads to nothing being done well. As a result, it becomes difficult to use, and the consumer will find another product that does the intended role better.
With a society that demands new and improved and loses interest in a matter of seconds, designers jump at the opportunity to add value. Society has the misconception that “more” somehow equates to better. We have become hard-wired to believe this. The difficult task for any designer is to be able to remove elements while still communicating value. Understanding the essence of design is better put as the principle of reduction. Reduce to reveal value. But to reduce takes knowledge. To remove what does not enhance a message or idea and leave what does takes understanding, skill and vision. And a good designer or studio must show the client this vision and the actual value it brings.
The above are words from Bill and Daniel Ashcraft and applies to email design as well.
There are a number of design elements that make for a great email template when you are working in finance. We have been collating the best financial services email templates over the last 12 months and we will be using this article to continually bring them together. If there are any that you like to have featured then let us know.
So the question is what makes a financial email template better than another. From our analysis, it is all a balance between
- Form and Function
- Detail and Clarity
- Branding and non-Branding
To make it more complicated there are 7 other features that the email copy must adhere to:
The email needs to be concise. It can be difficult with trying to convey detailed reports – but no one said it would be easy.
- As a marketing team when creating your email it needs to have a goal – and a goal behind the goal.
- If the email is a long one but the summary at the beginning and invite the reader to scroll down for more content. #toptip
- It goes without saying that the design and flow of the content needs to be well-organised and flow well.
- Less is more as people tend to now scan emails as opposed to actually read them – so make the email scannable.
- Make sure the tone and voice of the email matches your brand.
- Have a clear call to action at the top of your email and after a single scroll or swipe. #toptip
Here are some of the best examples of financial services email templates