9 Tips for Designing Shoppable Emails

How to optimize your marketing emails with Spellbound's interactive Shopify widgets to create the best Shoppable Email experience.

Spellbound's Shoppable Emails bring the e-commerce experience directly into your emails. Never before have customers been able to interact with products like this, so here are a few tips on how to make the most of it!

Unfortunately, brands can miss out on potential conversion opportunities by making poor design decisions in their interactive emails (which is totally understandable given how new it is!), so we made this guide to make sure you're set up for success. 💪

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Spellbound Tips

1. Highlight that the email is interactive

Most customers receive standard emails that have no indication of interactivity, or trick users into believing there is interactivity with fake inputs and buttons. To ensure your customers don't avoid interacting with your email by instinct, let them know that there is something special with this one.

We've gone ahead and created some for you to easily insert right now, just right click and download the assets to use them in your email:

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2. Ensure there is sufficient padding around the widget

By default, your widget will stretch to fill the width of your email. To clean up your aesthetics, we suggested putting your widget in a Section element to create a little spacing from the edges. Our minimum recommended amount is 5-20px around all corners of the widget. (Trust us, it looks better on mobile.)

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3. Use a darker button color

More customization is in the works, but until then ensure your 'Theme Color' is on the darker side while creating your widget, to make sure the white text on buttons like "Add to Cart" and "Checkout" show through.

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4. Position the widget in the right place

The biggest mistake we see marketers make in designing Shoppable Emails is putting the shopping widget too low or too high up in the email. If your widget is too far down, customers won't scroll far enough to even browse through your products. And if the widget is the first thing they see, you probably aren't doing enough convincing at the top to explain why they should purchase in the first place. Having just one image or a block of text above the widget can be the perfect amount, and secondary or additional content should go below the widget.

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5. Use language that points to the interactivity

Email interactivity opens up a whole new world of functionality that your customers can do without leaving your email. So, instead of encouraging them to click away, use words that encourage them to scroll down and interact.

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6. Design a widget fallback

When inserting your widget, don't forget to design your Fallback. This will ensure your email looks good even for the customer whose email client doesn't support interactivity.

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Shopify Tips

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7. Add images so customers have many views of your product

Including more than one image gives your customers that website-like experience, where they can gain confidence about their interest by seeing your product from all angles. Bonus: hook up your variants to your product images so customers can see the relevant images for each variant (especially useful for color variants).

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8. Make sure the description is value adding

Your customer is trying to build interest in your products, so a description filled with helpful, additive information can be beneficial. Do some objection handling in the description, but keep it short to keep their attention.

Make sure your Shopify description doesn't have any weird formatting or too many special characters that may render poorly in an email!

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9. Include variants as Shopify variants rather than separate products

Spellbound enables product variants to be included in variant dropdowns and change images as a customer is browsing through the options, so you don't have to create separate products for the same product type. Otherwise you'll add unnecessary bloat & load time to your emails as customers have to flip through a different product for every color/flavor!

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