In the 20 years that we have worked on email templates, there are 3 design elements to consider
The colour pallet
The positioning of elements
The discovery of information
There are some examples here. If they give you a slight dopamine hit, that is what you need to think about in your own template design.
The Colour Pallet
When using colours, having the other elements of email in complementary colours makes a massive difference to engagement levels. Colour usage is based on colour theory, which is the practical guidance to colour mixing and the visual effects of a specific colour combination.
If you want to select the complementary colours for your emails, then you can use the following Adobe Colour Wheel URL to do so.
The Positioning of Elements
There is a science to where elements on an email go and it is called the “Rule Of Thirds“. The rule of thirds is a “rule of thumb” for composing visual images such as designs, films, paintings, and photographs. Below is an example of an email built on the “Rule Of Thirds”.
Information Discovery
One of the challenges with fund emails is that there is a lot of information to deliver and at the same time you want to keep the audience engaged. This is harder as most people just scan and don’t read emails (thus the previous point). To keep readers engaged the most effective design is where, as the reader scrolls through the email, more information is revealed. Here is the best example we have seen where more and more about the fund is revealed the more the reader scrolls through the email.
