David Baker has seven tips for good e-mail creative. It is easy to get lost when trying to improve email creatives because with so many options to test and to take from his words, so few good creative strategies in the space, it is not always obvious where to start.

Here are seven areas of focus to improve your e-mail creative:

1. Simplicity. The average time subscribers read email newsletter is 50 seconds, but promotional email only retains the reader for less than 5 seconds. Make everything from the links, buttons and call to action easy to comprehend. The first rule is basically the summary of the entire points.
2. Typography. Use at most three fonts and styles at the same time.
3. Type size. Know your readers and make sure the copy is readable.
4. Color. Use colors wisely to draw attention to specific spots, reinforce a value statement and amplify the call to action.
5. Proportion. Email should flow smoothly and be evenly distributed to avoid temptation to roam.
6. Border patrol. Too many frames and boxes could ruin a good design.
7. Message focus. Email is direct response. Use it to quickly communicate a message.

Make sure your creative satisfy not only the executives or business team but also align with above principles and focus. Email marketers know that although design is important, it is not the only thing and care should be taken not to cause too much distractions. At the end of the day, it is result that counts.

Source: MediaPost Publication’s Email Insider.