Email is still the highest return on investment for your internet marketing dollar.  But you can sabotage your efforts right out of the gate by not paying attention to some really basic design principles.  In this post I’m not going to touch on any copywriting concepts.  A simple search will dig up hundreds of posts on that topic, so we’re not going to discuss it here.   The following are 3 things to keep in mind when you plan out your next email project

1.  Keep your font easy to read!

The whole idea behind emailing your prospects is that you want them to actually read the email right?  So why would you make it more difficult by using a “fun” font.  Keep your fonts simple. I know that some of the older fonts may seem boring, but they exist for a reason.  They were found to be easy to read.   Now that more and more people are getting their email on mobile devices, clarity if more important than ever.  With that said, try to stick to just one font for the whole email.  Make sure that your colors are simple.  There is nothing wrong with black or dark grey text on a light background.  You can add color and flair (if you want) to your call-to-action items

2.  Your images should also be simple

Are you starting to feel a trend?  Simplicity can sometimes be overlooked, but is very important. You don’t want your readers to be confused or even too enthralled by a complicated image.  The image is there only to support your message.  If it’s not immediately clear or relevant you may be doing more harm than good.  Also consider your audience.  Who is going to be reading your message?  Will they immediately understand the graphic you’ve chosen?  The last thing you want to do is place an image that alienates a potential lead.

3.  Consistency, Consistency, Consistency

I listed the word consistency three times because it’s that important.  You want each of your emails to maintain a consistent look and style.  When someone gets your message in their inbox they should immediately know who it’s from.  If you find yourself changing templates or styles too often you run the risk of not only losing your own brand identity but losing subscribers.  Certain things should stay in the same place on every email.  Your contact information should be easy to find.  The color palate of your message should be consistent. In fact the only elements that really need to be changed regularly are your Subject, Headline, Body Copy and Images the rest should be locked down.