Mad Mimi Reveals New Research-Based Aesthetics for Email Marketing

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Founder and CEO Gary Levitt shares design tips for modern, mobile-friendly email newsletters.

Digital design is moving away from skeuomorphism—design based on natural textures and physical objects—in favor of looks that are simple, flat, and cute.

Email marketing just got a bit more beautiful. After months of researching how people intuitively interact with emails, the Mad Mimi team designed a new and improved layout to maximize reader engagement.

New aesthetic features include rounded borders for a fresh, elegant look. "You wouldn't believe how subtle border rounding softens and modernizes a boxy layout," says Mad Mimi founder and CEO Gary Levitt. The borders can also be turned off altogether.

Levitt says that digital design is moving away from skeuomorphism—design based on natural textures and physical objects—in favor of looks that are simple, flat, and cute. With Mad Mimi’s update, users who want to experiment with minimalist design can remove inessential elements. Because Mad Mimi’s default settings include subtle nuances to balance the minimalism, users can create strong layouts in spite of removing typical sources of color such as borders and footers.

Mad Mimi also wields a smart new painter’s palette. Based on a user’s theme and background colors, the platform automatically creates custom colors for email tools such as the "share" and "subscribe" buttons. The effect? Email newsletters that look like they were designed by a meticulous artist.

The new layout is also optimized for mobile devices. Because the screen on a mobile device is so small, email marketers often assume they should pack the space with information. On the contrary, according to Levitt. The best mobile layouts are easy (and fast) to read. They have wider margins, larger font sizes, and more white space. Mad Mimi emails now render better—and faster—regardless of whether subscribers check their email on a desktop or on the go.

Finally, Mad Mimi also replaced the tiresome unsubscribe language—the opt-out information at the bottom of marketing emails—with a few simple buttons, including "forward," "unsubscribe," and "web version." Levitt says this simplification will greatly improve the experience for those on mobile devices.

Founded in 2008 by jazz musicians turned entrepreneurs, Mad Mimi provides a simple and elegant way to create, send, and track email newsletters and promotions. The platform delivers more than 45 million marketing emails per day on behalf of 150,000 customers. Mad Mimi prides itself on simplicity, beautiful design, and fanatical customer support. The privately-held company is based in New York.

For more information on this topic, or to schedule an interview with Gary Levitt, please contact Emma Wilhelm at emma(at)madmimi(dot)com.

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