Email design
Email design is the art and science of crafting visually appealing and effective emails. It involves more than just making emails look pretty; it's about optimising the entire email experience for the recipient, from the subject line and preheader text to the call to action and unsubscribe button. A well-designed email can significantly impact your marketing campaigns, boosting open rates, click-through rates, and ultimately, conversions.
What to look for in email design freelancers
When hiring an email design freelancer, look for a portfolio showcasing a variety of email designs, including newsletters, promotional emails, transactional emails, and triggered emails. Assess their understanding of email marketing best practices, including responsive design, accessibility, and deliverability. A strong candidate will have experience with various email marketing platforms and a keen eye for detail.
Key skills and expertise
- HTML and CSS proficiency
- Experience with email marketing platforms (e.g., Mailchimp, Campaign Monitor, Klaviyo)
- Knowledge of email deliverability best practices
- Understanding of responsive design and accessibility
- Ability to create visually appealing and engaging email templates
Main expertise areas within email design
Email design encompasses various specialisations, including:
- Template design: Creating reusable email templates for consistent branding.
- Campaign development: Designing and executing complete email marketing campaigns.
- Coding and development: Building emails from scratch using HTML and CSS.
- Testing and optimisation: A/B testing different email elements to improve performance.
- Accessibility and compliance: Ensuring emails are accessible to all users and comply with data privacy regulations.
Relevant interview questions
Here are some questions to ask potential email design freelancers:
- Can you share examples of successful email campaigns you've designed?
- What is your process for designing and developing an email?
- How do you ensure your emails are responsive and display correctly across different devices and email clients?
- What are your strategies for optimising email deliverability?
- How do you stay up-to-date with the latest email design trends and best practices?
Tips for shortlisting candidates
- Review portfolios carefully, paying attention to the visual appeal, functionality, and overall effectiveness of the email designs.
- Look for candidates who demonstrate a clear understanding of your target audience and brand guidelines.
- Check their references and testimonials to gauge their reliability and professionalism.
Potential red flags to watch out for
Be wary of freelancers who:
- Have a limited portfolio or lack experience in your specific industry.
- Don't understand email marketing best practices or demonstrate a commitment to accessibility.
- Are unable to provide clear and concise answers to your questions.
- Have poor communication skills or are unresponsive to your inquiries.
Typical complementary skills
Email design often goes hand-in-hand with other skills, such as:
- Copywriting
- Graphic design
- Marketing automation
- SEO/SEM
- Web development
Benefits of hiring a freelance email designer
Hiring a freelance email designer can help you:
- Create professional and engaging emails that reflect your brand identity.
- Improve your email open and click-through rates.
- Drive more traffic to your website and generate leads.
- Boost your overall marketing ROI.
- Save time and resources by outsourcing your email design needs to an expert.
For example, a fashion retailer could hire an email designer to create visually stunning promotional emails showcasing their latest collections. A SaaS company might need a freelancer to design onboarding emails that guide new users through their software. A non-profit organisation could benefit from an email designer to create impactful fundraising campaigns.
