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Try not to be too clever with your emails

Talking of visual design, which I was yesterday, it’s not just web pages which get filled with distractions. Emails do too. Email services come complete with a tempting range of multi-column, multi-colour, image heavy templates. They’re hard to resist. Yet if all you want to get over is a simple message, then once again, why put other stuff in the way?

The more observant amongst you might have noticed a steady simplification of my daily emails over the years. Most recently, I even took the header off the top and made it into more of a ‘footer’. Open the email, bang, there’s the title and the article. Anything else is not designed to be acted on before the article has been read, so why insert it in the way of things?