Bold colors. Slick motion graphics. Immersive landscapes. Email design in 2023 is shaping up to be an artistic bonanza.
Beyond aesthetics, these bleeding-edge trends aim to capture attention and spark engagement in an increasingly crowded inbox. To connect with audiences across generational divides, email needs to not just be visually appealing, butpush the boundaries of what’s possible.
Join us as we dissect the key email design trends rising to prominence this year. Learn how you can apply them to make your brand messaging pop while optimizing performance.
Overview of Top Email Design Trends This Year
Email design is ever-evolving, and 2023 is shaping up to be an exciting year for creative and innovative trends. As engagement continues to be a challenge, with open rates averaging around 20%, email marketers are tapping into bold aesthetics and new technologies to capture attention in the inbox.
Let’s explore some of the most notable email design trends this year and how you can leverage them to boost results.
Interactive and Animated Content
Generic emails with static content just don’t cut it anymore. Today’s readers crave interactivity and motion.
Interactive elements like quizzes, calculators, and sliders give readers a reason to dive in and actually engage with your emails instead of simply skimming them.
Even something as simple as a clickable navigation menu instead of plain text links helps create an experience.
Email clients are finally catching up, with support for HTML5, so don’t be afraid to push the boundaries! Just be sure to balance innovation with continuity by including revertive links.
Animated content is also huge for engagement. Subtle cinemagraphs, animated illustrations, and scrolling effects add dynamism to emails without being distracting.
Pro Tip: Use animation strategically to direct attention to calls-to-action or key information.
Litmus found including cinemagraphs boosts open rates by 26%. So take advantage of movement to breathe life into your designs. Just keep file sizes small for fast load times.
Dark Mode Compatibility
Dark mode is here to stay. The trend stems beyond just being easier on the eyes by reducing brightness. It also:
- Saves battery life on mobile
- Reduces screen glare
- Helps people with sensory issues
With dark mode enabled across most devices and apps, YOUR EMAILS SHOULD BE NO DIFFERENT.
Follow these tips when designing emails for dark mode compatibility:
- Use transparent PNGs rather than JPGs for images
- Ensure sufficient contrast with softer blacks and off-whites
- Invert background and text colors (light text on dark backdrops)
- Apply dark mode using media queries for responsive design
Testing in both light and dark mode is crucial before sending your campaigns. A design that pops in light mode could end up illegible in dark mode.
Give subscribers a stellar experience regardless of their preferred scheme.
Focus on Accessibility and Inclusivity
Speaking of providing an excellent experience for all, accessibility and inclusivity in email design are non-negotiable.
Litmus found that 57% of designers don’t test emails for accessibility. But optimizing emails for impairments is essential:
- 1 in 4 adults in the US have some form of disability
- Accessibility improves deliverability
- More accessible emails align with brand values
You can make emails more accessible through:
- Semantic HTML: Use proper tags like
<ul>for screen readers
- ALT text: Add descriptions to images for visually impaired
- Color contrast: 4.5:1 ratio for visibility
- Multiple formats: Offer plain text and dark mode
- Readable fonts and sizes
Email is inherently inclusive when designed properly. Follow best practices like clear hierarchies and concise copy to simplify navigation and comprehension for diverse audiences.
Bottom line: Accessible design improves the experience for everyone. Treat it as a standard, not just an added bonus.
Vibrant Color Schemes and Duotones
Gloomy economic times have people craving bright, cheerful palettes full of optimism. Expect bold colors, neon accents, and dynamic duotones in 2023 email designs.
Pantone chose Viva Magenta as its 2023 color of the year, so anticipate seeing this vibrant crimson shade featured prominently.
Beyond magneta, keep an eye out for:
- Vibrant blues
- Energetic greens
- Radiant yellows
- Feel-good pastels
Duotone color schemes also continue to grow in popularity, using:
- High contrast secondary colors
- Vintage two-tone effects
- Split complement combinations
Pro Tip: Use colors and duotones to intentionally guide the viewer’s eye across the page, highlighting calls-to-action.
Vivid colors and duotones are fun ways to showcase creativity and inject energy into emails. Just be thoughtful about alignment with brand style and tone.
Cinemagraphs and Subtle Animations
Cinemagraphs are animated photos with motion isolated to specific parts of the image. These mesmerizing subtle animations are a hot email design trend this year.
They add dynamism and interest to product imagery or emails. But the movement is contained, avoiding distractions.
Litmus found cinemagraphs can boost open rates by 26%.
Pro Tip: Use cinemagraphs to direct attention and even illustrate a product benefit. For example, gently pouring coffee grounds could highlight aromatherapy benefits.
Subtle animations using CSS or animated GIFs are also increasingly popular. These could include:
- Fading or sliding transitions
- Looping motion
- Scrolling effects
Animations add flair when used sparingly. Just keep file sizes small and don’t overdo movement. Let cinemagraphs and animations enhance, not overwhelm.
Isometric and 3D Graphics
Flat, 2D graphics are feeling stale as people gravitate toward more dimensional and textured visuals.
Isometric design is a massive trend across visual content, including emails. It uses:
- Flat, monochrome shapes
- Angled perspective
- Depth through shadows and gradients
The quasi-3D layered effect creates interest while maintaining simplicity.
In some cases, emails are incorporating actual 3D graphics, models, and shapes for extra realism. Products can especially benefit from 3D visuals that mimic real-life spatial dimensions.
Pro Tip: Use isometric or 3D images for hero images, product shots, or even as framing devices for subtle depth.
This design trend echoes a desire to break the “flatness” of web and escape harsh realities through immersive environments. Carefully adding dimension allows your emails to be part of the journey.
Hand-drawn and Organic Elements
In contrast to growing dimensionality, some brands are taking email design back to the basics using hand-drawn and organic aesthetics.
Sketched icons, playful doodles, and handwritten fonts add warmth and human connection. Meanwhile, shapes with soft, rounded edges feel more welcoming than rigid lines and squares.
Using these natural, imperfect techniques makes brands appear more approachable, personal, and authentic.
Litmus found that hand-drawn images boost click-through rates by 104% in emails.
Pro Tip: Pair your high-tech product with hand-drawn illustrations for an innovative yet friendly look.
Artistic touches and handcrafted vibes help forge emotional connections with readers. But balance imperfection with structured layouts and clear messaging so emails don’t feel sloppy.
Let this year’s top email design trends inspire your next campaigns to capture attention and spark joy in inboxes everywhere. Just don’t lose sight of sound fundamentals like clear hierarchy, usable interfaces, and brand consistency as you get creative.
With strategic implementation, 2023’s aesthetic can help your emails cut through the noise and achieve results.
Crafting Emails for Maximum Engagement
Getting readership engaged with your emails is an ongoing battle. Between crowded inboxes and miniscule attention spans, making an impact is harder than ever.
Let’s explore some of the most effective tactics for crafting emails that hook recipients and compel them to take action.
Gamification and Interactive Elements
Gamification uses game mechanics in non-game contexts to motivate participation. Think rewards, achievements, and status.
Email gamification could include:
- Scavenger hunts
- Points programs
- Progress bars
For example, a retailer could award points for opening emails and completing actions that tally up to earn discounts.
Interactive content like quizzes, surveys, calculators, and assessments turns static emails into something users actively engage with.
Litmus found that including a personalized interactive calculator increases click-through rates by 76%.
Pro Tip: Tie gamification and interactive elements directly to your calls-to-action. Completing a quiz could reveal a special promo code. Filling out a calculator could show subscribers a customized product recommendation.
Gamification gives people mini accomplishments that trigger dopamine hits. Meanwhile, interactive content puts users in the driver’s seat, allowing self-discovery. Both can greatly boost engagement.
Leveraging Augmented Reality
Augmented reality (AR) overlays digital elements onto the real-world via a device’s camera. This futuristic technology is making its way into emails through:
- 3D product models
- Virtual try-ons
- Interactive virtual assistants
- Immersive content experiences
For example, a makeup brand could allow virtual product sampling directly in the email for a tactile brand interaction.
While still a newer email application, AR provides a cutting-edge way to engage and even “wow” subscribers by letting them experience products firsthand.
Pro Tip: Carefully match immersive AR content to your brand. High-tech and contemporary brands have the most natural fit. But even traditional companies can implement subtle AR elements like product visualizations.
As AR email evolves, brands excelling at interactivity will have an edge capturing attention and driving action. Start small by envisioning how AR could bring your brand experience to life and build anticipation.
Visual Storytelling Through Illustrations
It’s said that 65% of people are visual learners. Illustrations and visuals tap into our brain’s innate capacity for absorbing information.
Emails often rely heavily on copy. But spelling out your message through:
- Illustrated narratives
- Comic strips
- Character dialogues
…allows readers to grasp concepts quickly and enjoyably.
For example, an e-learning company could depict their offering through an illustrated day-in-the-life narrative.
Litmus found that using illustrations over photos boosts click-through rates by 100%.
Pro Tip: Harness visual sequences across a series of emails to tell a longer brand story. And use consistent illustration styles to build familiarity.
Let illustrations shoulder more of the storytelling workload to boost comprehension and make connecting with your message appealing.
Dynamic and Personalized Content
One-size-fits-all email blasting is toast. The future is targeted content through:
- Behavioral segmentation
- Personalized subject lines
- Individualized product recommendations
- Custom pricing based on user value
Marketing automation and AI enable powerful personalization. Here are a few scenarios:
- An e-commerce site could showcase products a user browsed but didn’t purchase
- A SaaS company could offer special pricing for users whose subscriptions are expiring
- A non-profit could highlight programs aligned to a donor’s interests
Even simple tactics like dynamic fields for names go a long way.
Pro Tip: Take it up another notch by localizing dates, times, locations, and imagery.
Personalized content demonstrates you value recipients as individuals. And dynamic emails based on user data tap into relevancy to boost engagement.
Cutting-edge emails intertwine emerging technology, creativity, and strategy to craft captivating experiences. Keep these tactics in mind as you shape your 2023 email marketing initiatives.
Streamlining Email Design and Delivery
Creating and sending effective emails is a multifaceted process. From design to delivery, many factors influence success.
Let’s discuss key techniques for streamlining your email workflow in 2023 through simplified design, enhanced usability, automation, and deliverability optimization.
Minimalism for Clean and Focused Emails
Less is more when it comes to modern email design. Minimalism focuses on the essentials through:
- Restrained color palettes
- Ample negative space
- Concise copy
- Prioritized content
- Clean layouts
Litmus found 67% of email marketers will emphasize minimalism in 2023.
Here are benefits of minimalist email design:
- Reduces cognitive load: Avoids overstimulation for easy comprehension
- Enhances scannability: Focuses attention with fewer distractions
- Reflects modern aesthetics: Aligns with current design trends
- Improves deliverability: Decreases file size and load times
Pro Tip: Use minimalism to hone in on your core message and primary call-to-action for more conversions.
Of course, don’t strip away too much personality. Find the balance between simple and sterile based on your brand identity.
Optimizing Usability on All Devices
Email clients and devices are more fragmented than ever. Responsive design is essential for usability.
Follow these tips for optimizing usability:
- Design mobile-first
- Use fluid layouts and font sizes
- Test on different screen sizes
- Check line length for readability
- Confirm tap targets are large enough
- Enable pinch/zoom for images
- Validate forms and links work
Litmus found emails that aren’t mobile-optimized have 34% lower response rates.
Pro Tip: Mock up mobile wireframes first, then expand to desktop designs. Mobile is now the default experience.
Cross-device testing is crucial. Don’t just preview your emails but actually send tests on devices, checking:
- Display and spacing
- Load times
Optimize usability from the start to get your email in front of more eyeballs.
Automation Tools for Faster Creation
Design automation empowers you to produce high volumes of custom emails in far less time.
Options like Litmus Create integrate with your ESP for batch template building with:
- Drag-and-drop editors
- Custom modules
- Dynamic text and images
- Design libraries and brand kits
This enables unlimited iterations customized for different segments and campaigns.
Litmus Create also optimizes emails as you build through:
- Mobile-responsive frameworks
- HTML checking
- Accessibility warnings
- Inline previewing
Pro Tip: Take it up another level with integrations like Commerce Layer for dynamic e-commerce product recommendations.
Automating laborious design tasks enables you to develop more relevant, engaging emails in a fraction of the time.
Improving Inbox Placement with Warmup
Even the best email design means nothing if your messages never reach the inbox.
Email warmup introduces new sending IPs and domains safely to ESPs, avoiding spam folder purgatory.
Here’s how the process works:
- Gradually send increasing volumes of emails
- Closely monitor deliverability
- Adjust approach based on metrics
Key metrics like spam complaints, engagement rate, and sender reputation guide the velocity.
Litmus found callers who used warmup had a 98% inbox placement rate versus 78% without it.
Pro Tip: Utilize an automated warmup service that offers a managed warmup pool and optimizes your ramp-up strategy.
Give your emails the best possible chance of inbox delivery through meticulous warmup. Don’t leave this crucial step to chance.
The way you construct, test, send, and track emails optimizes the experience not just in the inbox, but beyond. Regularly refine your process using data and observation. Don’t become stale. Follow the momentum of constant improvement in pursuit of email excellence.
Aligning Email Design with Brand Messaging
Emails don’t exist in a vacuum. For the experience to feel authentic, design and messaging must align with the core brand identity.
Let’s discuss some key ways to keep your emails on-brand in the age of flashy trends and engagements gimmicks.
Custom Illustrations for Unique Branding
Stock photos feel dated. For a distinctive brand style, custom illustrations are where it’s at.
From whimsical characters to geometric patterns, illustrations allow boundless creative expression of your brand’s personality.
Using illustrations also unifies other elements including:
- Color scheme
This creates cohesion across different emails to feel part of a whole.
For example, travel company Airbnb uses consistent hand-drawn illustrations across their drip campaigns and one-time emails:
Pro Tip: Develop an illustration set including characters, icons, frames, and other reusable assets. This ensures visual consistency.
Original illustrations feel inherently tied to your brand’s identity. Treat them as an anchor for crafting on-brand stories and messaging.
Nostalgic and Retro Brand Elements
Vintage design elements are rising in popularity across visual content. This nostalgic style also presents opportunities in email.
Subtle retro touches like:
- Muted color schemes
- Textured backgrounds
- Analog textures
- Period typography
…add warmth and familiarity to digital experiences.
For example, meal kit company Green Chef incorporates retro recipe card theming:
Pro Tip: Use nostalgic elements sparingly to avoid feeling outdated. Blend with modern aesthetics.
Retro styling pays homage to heritage and evokes comfort. It helps reinforce brand identity for companies with history.
Consistent Use of Color and Imagery
Color and imagery instantly signal a brand. Using core visuals across communications builds recognition.
Be consistent with:
- Primary palette
- Photographic style
- Patterns and shapes
Repeating visuals, like logos in email headers, trains audiences to associate those aesthetics with your brand.
For example, outerwear company Canada Goose maintains their iconic red, white, and blue with polar graphic emails:
Pro Tip: Create a brand style guide documenting rules for visuals, voice, logo use, etc. to maintain consistency.
Regular exposure to familiar graphic styles makes your emails intrinsically more recognizable.
Tone and Messaging That Resonates
Copywriting sets the tone for how audiences perceive your brand. Is it witty? Sophisticated? Helpful?
Match copy to existing brand voice across channels. For example, outdoor retailer REI uses friendly, informative copy:
This jives with their brand identity as an authority on outdoor adventure.
Ensure messaging also reflects brand values. Patagonia’s emails highlight environmental initiatives central to their mission:
Pro Tip:ALIGN Your copy’s voice flows from the people behind your brand. What do they value?
Crafting emails with your brand’s distinct personality forges trust and satisfaction.
The visual and written components of emails work together to either strengthen or weaken brand perception. Analyze if each campaign feels cohesive or deviates from the core identity. Preserve what makes your brand special while weaving in fresh trends and ideas.
Tracking and Optimizing Performance
Designing a stunning email doesn’t guarantee engagement and conversions. The proof is in the data.
Let’s explore key techniques for tracking email performance and optimizing based on insights.
Utilizing Detailed Analytics and Metrics
In-depth email analytics should guide your strategy, not just report results.
Relevant metrics include:
- Open rate: Percentage of recipients who opened the email
- Click-through rate (CTR): Ratio of unique clicks to total emails sent
- Conversion rate: Percentage who completed a desired action
- Bounce rate: Percentage of emails that bounced back or failed
- Unsubscribe rate: Percentage who unsubscribed after the email
Segment analytics by factors like:
- Device and client
- Sending time
- Lifecycle stage
- Activity history
Pro Tip: Set performance benchmarks and leverage historical data to gain context around metrics.
Analyze email analytics frequently and deeply. Look for patterns and anomalies to continuously refine strategy.
A/B Testing Subject Lines and Content
The best way to learn what resonates with subscribers is testing different approaches.
Effective tactics to A/B test include:
- Subject line phrasing
- Content structure
- Visual styles
- Send times
For example, travel company Rosetta Stone tested two versions of a promo email:
Version A: “Act Now and Save 50%”
Version B: “Last Chance to Save 50%”
Version B increased revenue by 331%.
Pro Tip: Isolate specific variables when testing to pinpoint what impacted metrics.
Use insights from A/B tests to improve future emails. The throughput of testing teaches you exactly how to captivate your audience.
Monitoring Deliverability and Bounces
The best email is useless if it doesn’t reach subscribers’ inboxes.
Deliverability diagnostics help identify issues sabotaging inbox placement. Check:
- Bounce rate: High hard bounces signal delivery problems.
- Spam complaints: Complaints negatively impact sender reputation.
- Unsubscribe rate: Can indicate irrelevant messaging or fatigue.
Pro Tip: Analyze bounces and complaints to pinpoint causes, like bad email addresses or content problems.
Continuously monitor your sender score and standing with major ESPs. Use deliverability insights to course correct.
Personalizing Based on User Data
Leverage behavioral and CRM data to personalize and positively influence metrics through:
- Individualized content: Tailor emails to each customer’s needs
- Personalized subject lines: 2X higher open rates
- Send time optimization: Avoid disengaged hours
- Relevant recommendations: Increase AOV
Pro Tip: Watch for patterns in metrics based on attributes like location, purchase history, etc. to improve personalization.
Treat data as an opportunity to craft resonating experiences. Let it guide you to each subscriber’s motivations.
Regular analysis, testing, and optimization compound to push metrics in the right direction. Set key performance indicators to stay on track towards email excellence.
Key Takeaways and Conclusion
Let’s recap the key trends that will define effective email aesthetics and performance in 2023.
Top Design Trends
- Interactive content like quizzes and calculators encourage participation.
- Dark mode compatibility creates comfortable reading experiences.
- Accessible design through proper color contrast and semantics fosters inclusion.
- Vibrant colors and duotones add energy and positivity.
- Subtle motion graphics give a dynamic feel without overwhelming.
- 3D and isometric visuals add depth and visual interest.
- Hand-drawn and organic art creates emotional connections.
Key Engagement Tactics
- Gamification satisfies our innate need for status and achievement.
- Augmented reality provides interactive product experiences.
- Illustration-driven narratives tap into our visual comprehension skills.
- Personalized dynamic content shows subscribers we understand them.
Streamlining Design and Delivery
- Minimalism simplifies interfaces for efficient communication.
- Cross-device testing ensures usability across environments.
- Design automation enables batch production of customized emails.
- Email warmup facilitates safe inbox delivery at scale.
Brand Alignment Strategies
- Custom illustrations give emails a unique, ownable style.
- Nostalgic retro theming plays to brand heritage and personality.
- Intentionally consistent colors and images build recognition.
- Distinctive copywriting style that embodies the brand voice.
Performance Tracking Tips
- Leverage detailed analytics to guide data-driven refinement.
- A/B test variables like subject lines to learn subscriber preferences.
- Monitor deliverability using key diagnostic metrics.
- Personalize based on CRM data for individualized experiences.
The email marketing landscape will continue rapidly changing. Brands that embrace creativity while optimizing strategy and performance have the edge. Immerse yourself in the details of design trends but don’t forget the fundamentals.
At the intersection of art and science lies email mastery. Maintain an insatiable appetite for improvement and innovation. With a diligent methodology guided by imagination, your most effective emails are yet to be sent.
- Interactive and animated elements like cinemagraphs and subtle motions increase engagement by making emails feel dynamic.
- Dark mode compatibility creates comfortable reading experiences and caters to user preferences across devices.
- Accessible and inclusive design through proper color contrasts, semantics, and mobile optimization fosters a positive experience.
- Vibrant, energizing color palettes and duotones inject optimism and appeal while guiding the eye.
- Dimensional and artistic styles like 3D, hand-drawn illustrations, and organic shapes add depth, warmth, and human connection.
- Gamification, personalization, augmented reality and visual storytelling provide innovative ways to hook attention.
- Streamlined interfaces through minimalism, cross-device testing, design automation and deliverability optimization simplify creation.
- Custom illustrations, nostalgic theming, consistent branding, and strategic copywriting align emails with core brand identity.
- Detailed analytics, A/B testing, monitoring deliverability, and personalizing with CRM data enable continuous optimization.
- Creativity in concepts must be balanced with strategy in execution for email excellence. The future belongs to those who innovate while optimizing. Here are some frequently asked questions about email design trends for 2023:
Frequently Asked Questions
Q: What are the biggest email design trends for 2023?
A: Major trends include increased interactivity through things like cinemagraphs, subtle animation and gamification; dark mode optimization; accessibility and inclusive design; dimensional graphics like 3D and isometric; vibrant color schemes; and hand-drawn or organic art.
Q: How can I make my emails more interactive and engaging?
A: Consider adding interactive elements like polls, quizzes, calculators, live updating content, gamification, or augmented reality try-ons. Use subtle motion graphics like animated GIFs or cinemagraphs to add dynamism. Create visual narratives through a series of illustrated emails. Personalize content based on user data.
Q: What should I keep in mind when designing emails for dark mode?
A: Use transparent images, sufficient color contrast, dark backgrounds with lighter text, and media queries to apply dark styling. Test thoroughly in dark mode across different devices and email clients. Ensure imagery and colors are still clear and legible.
Q: How do I make my emails more accessible and inclusive?
A: Follow best practices like using proper semantic HTML tags, providing ALT text for images, meeting minimum color contrast ratios, and offering a plain text alternative. Make your emails mobile responsive through fluid layouts and test on different screen sizes. Include easily readable fonts and clear CTAs.
Q: How can I align my email design with my brand?
A: Maintain visual consistency through colors, logo placement, photography style, and custom illustrations. Incorporate subtle nostalgic design elements if they fit your brand origins and personality. Reflect your brand attitude and values through copy tone and messaging.
Q: What key metrics should I track for email performance?
A: Critical metrics include open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and spam complaints. Segment analytics to uncover trends. Set KPIs as benchmarks for optimization.