All Posts By

Gabi McInnes

Optimize Your Pricing Tables to Boost Sales

By | Newsletter Academy Mail Designer 365 EN

Pricing tables are a must have for any business looking to help customers understand the key differences between product offerings. Whatever you’re selling, it’s crucial your customers understand the main selling points of that product or service. Here are some top tips on how you can put together informative pricing tables which make the shopping process easier and, in turn, will help boost your sales!

Use a clear font

A clear to read font is a must have for any pricing table. Your customers need to be able to read and understand the information presented in your table. This means you should choose a font size which isn’t too small and also aim to avoid any cursive, italic, or calligraphy style typefaces. We recommend using a sans serif font, as these are the clearest to read and also add a modern touch to your design.

Mail Designer 365 offers a wide range of sans serif fonts which you can easily apply to the text in your pricing table. Some of our favorites include: Open Sans, Encode Sans, and Martel Sans – all available under Web Fonts.

Find modern and stylish sans serif fonts for your pricing table in the Web Fonts section in Mail Designer 365.

Include product photos

Including a photo of your different product offerings is a great way to help customers visually distinguish them from each other. As the saying goes, a picture speaks 1000 words, and will make your tables much more interesting and informative. Having a picture is also more likely to entice customers to take more of an interest in the product.

Amazon often include useful product tables where shoppers can compare items based on their specifications and other criteria. These tables include images of the products to help shoppers visualise the product better:

Amazon’s comparison tables incorporate product photos to make them more informative for customers.

Top tip: In Mail Designer 365 you can created mixed text and image tables. This means it’s easy to incorporate images of your best product offerings into your pricing table. Simply click on a cell to change its content type in the style menu.

Use color coding

Color coding is another visually effective way to make your various product or service offerings easier to compare. For example, if you are a service based business offering different tiers, you may find it useful to color code each tier based on the pricing. This makes it easier for your customers to remember the differences.

This price comparison table from Airtable subtly includes color coding to add value to their different plans. The two higher priced plans are labelled gold and black which clearly demonstrates that they are the more premium option:

Try and label your plans according to their value. Gold and black stand out here.

Top tip: In Mail Designer 365 you can apply colors to your table by clicking on any cell, column or row, and adjusting the colors in the style menu.

Keep detail to a minimum

It’s important for you to not include too much in your tables. Too much unnecessary information can make the decision process more difficult for your customers. You should only include the key information which you believe is useful for your customers. Try and narrow down your comparison criteria to price and key features or characteristics. We also recommend a bullet pointed list rather than paragraphs.

In this example from Spotify, they have narrowed down their criteria to the most important information which will be of interest to customers:

Bullet point the most essential information in your table.

Highlight the best option

If you have a plan or product option which you think your customers should be purchasing, let them know! You can use an eye-catcher to inform customers of which option you think they should go for. Phrases such as “most popular” or “best value” are particularly convincing.

Thanks to a clear eye-catcher, this pricing table from Litmus clearly demonstrates which plan is the best value for money. Not only is this helpful for their customers, it also encourages more people to buy the plan or product you want to sell more of.

Highlight the best deal in your table to help your customers decide.

Don’t forget the CTA

You’ve filled out the table with text and product photos, now it’s time to integrate an effective call-to-action (CTA) button to show customers exactly how they can purchase your product. This is one of the most important parts of your table’s design, as it helps to finalise the sales process. Make sure your CTA button is visible by choosing a color which stands out from the rest of your design.

In their comparison table, Slack use a vibrant green for their upgrade CTA, which clearly shows customers how to go about purchasing one of their plan offers:

Make your CTAs vibrant so that they stand out to your customers.

Top tip: In Mail Designer 365 you can take advantage of pre-made CTA buttons, or use our range of shapes and text styles to easily create your own. Explore the Content menu to find out more.

Make it mobile

The last, but arguably most crucial part of your table design is making it mobile responsive. Because so much content is consumed on mobile devices, it’s massively important to make sure your tables look just as good on mobile as they do on desktop.

In Mail Designer 365 this is easy, as the app automatically creates a mobile version of your table with a stylish card style. You can even edit mobile content separately in the Smartphone view:

Mail Designer 365 creates a special card layout of your table for mobile.

We hope these tips on building an effective pricing table have been useful to you. You can use the Tables tool in Mail Designer 365 to quickly and easily build mobile responsive tables to integrate into your next email newsletter.

Until next time!

Your Mail Designer 365 Team

Give Mail Designer 365 a try today for free…

Mail Designer 365 helps you create stylish, professional HTML emails on your Mac. Download for free to see what you can achieve.


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Guide to Email Marketing for Indie App Developers

By | Newsletter Academy Mail Designer 365 EN

After months of building a new app and getting it ready for release, you now need to promote it. Here are some tips on indie software marketing and how to increase app sales through email marketing…

Building up a mailing list

First, you’ll need a way to contact your customers.

If your app uses accounts, you may already have a list of email addresses, provided these customers consented to being contacted. If not, be sure to have a sign-up form in your app, as well as on your website or blog.

Slack include a newsletter sign up form on their blog to encourage blog readers to opt in for email alerts. After all, if they’re interested in your blog content, they’ll most likely want to know what’s happening within your company!

Use a sign up box to get more contacts for your mailing list

Creating an app release newsletter

An app release newsletter is a really good place for you to start your email marketing journey. Present your latest app update and highlight the best new features. Here are some key things to try and incorporate into your design:

Screenshots of the app
You and your team have spent a long time designing the UI and now’s the time to show it off. For style points you can even use a gif to show off particularly beautiful transitions or features.

In this example, Lyft shows readers how their app works in three simple screenshots. In doing so, they are highlighting the key selling points of their app at the same time as showing off a sleek UI.

Include screenshots of the app in use to show off the UI to customers.

Pricing tables
If your app offers different pricing plans or a free and paid tier, you should highlight the options in your newsletter. With a clear table layout, you can help readers understand and compare plans.

In Mail Designer 365 you can build informative tables in minutes. On mobile your table will be automatically presented in a stunning card layout – perfect for advertising the best features of your app.

Try including a table in your newsletter to give a clear overview of plans and features.

Direct download buttons
Include one clear call-to-action (CTA) in your email so it’s super easy to find the download for your app. The quicker, the better, as the idea will be fresh in your reader’s mind.

Tip: Use the campaign link generation tool in App Store Connect to create a unique campaign url, that will let you track installs that came from your newsletter in your App Store Analytics

Dog care app Rover includes a download link for both the App Store and the Google Play Store in the footer of their email newsletter. This gets straight to the point and shows customers exactly how they can get their hands on the app:

Include a link straight to the App Store so customers can quickly download your app.

Mobile optimization
The majority of us prefer to view our emails on the go on a mobile device and if your email isn’t mobile-optimized, you’re missing a serious opportunity.

Mail Designer 365 automatically generates a mobile version of your design for smartphones and Apple Watch. This means you can even include separate call-to-action links, e.g. a direct App Store link for smartphone readers and a link to your webpage for desktop readers.

Once you’ve finished, you can preview your content on the latest devices, including iPhone XS, iPhone XR, Apple Watch Series 4, etc:

Create a mobile version of your design in Mail Designer 365.

With these simple steps, you’ll be well on your way to building an effective and informative release newsletter for your app.

Once you’ve found a regular rythym for release newsletters, consider adding onboarding emails and customer retention emails to your email strategy.

Until next time!

Your Mail Designer 365 Team

Give Mail Designer 365 a try today for free…

Mail Designer 365 helps you create stylish, professional HTML emails on your Mac. Download for free to see what you can achieve.


Try for free

Creating Project Status Reports using HTML Tables

By | Newsletter Academy Mail Designer 365 EN

Project status reports are a super productive way to help you and your team keep track of an ongoing project or business venture. Although they are usually built using Excel or similar programmes, you can actually build a detailed project status report right inside an email.

Sounds complicated? It’s definitely not! Here are our top tips on how you can use Mail Designer 365 to build a visually effective report which you can integrate into your email…

What to include in your report

The exact contents of your project status report will vary depending on what your project is and who is involved. In order for your report to be as effective as possible, you need to consider what it is that you want to communicate to the rest of your team. Here are some of the most important criteria associated with any project:

  • Financial status: Are you inside your planned budget? What is the total cost so far?
  • Progress made since the last report: Which actions have been taken? How does this compare to planned progress?
  • Risk assessment: Are there any new risks? How could they delay completion?
  • Outstanding tasks: What is yet to be completed? Will this delay completion of the project?
  • Timeline: What is the expected completion date? How does this differ to the planned completion date?

How to present your report

There are a number of popular ways of effectively presenting a project status report. Here are some key factors to include:
Using color is a great way to make the information in your table more visually effective.You can use whatever color scheme you like to brighten up your report, but one popular choice is the traffic light system. Use green for the positive aspects of your project (e.g. what is going well), amber for the aspects which need improvement, and red for the things which need to be addressed urgently (e.g. risk factors.) Here is an example of a project status report using the traffic light system.

An example report using the traffic light system

Scope of the report
Depending on the length of your project, you may have to present the information in your report differently. Reports can be sent out weekly, monthly, quarterly, or, in some cases, as a one off. If possible, it is good to include some way of comparing progress with previous reports. You can do this by including a simple summary of the previous reports (e.g. the previous 3 months.)

Key information
As well as the evaluation criteria for your report, a well-presented report should also contain the key information about the project. Particularly in bigger businesses where multiple projects may be happening at once, it is useful to label the report correctly to avoid confusion for yourself and other team members. Most importantly you should include:

  • Project name and ID code (if applicable)
  • Date of report
  • Name of project manager
  • Target completion date

Example of key information for a project report

You can also include the following information if you feel it is relevant:

  • Project department
  • Project phase
  • Project budget
  • Priority level
  • Project sponsor
  • Costs so far
  • Start date of project

How to build your report in Mail Designer 365

Step One: Set up a table in Mail Designer 365

In Mail Designer 365, project status reports can be quickly built up using the tables feature. Go to “Contents” > “Layout Blocks” and scroll down to the bottom to find the table blocks. You can then drag and drop a block into your email design.

Drag and drop a table block into your design to get started

Step Two: Fill in your evaluation criteria

Double click on a table cell to edit text. You can insert as many components as you like depending on your needs. To adjust the amount of rows and columns, click on the table. This will open the style menu. Click on “Structure” and use the formatting tools to build up your table.

Add rows and columns for your evaluation criteria

Step Three: Add some color

We talked about the importance of using color in your report. Customize the color layout of your table by clicking on a cell and opening the “Color” section in the “Style” menu. Here you can change the color of one cell, or an entire column or row.

Adjust color settings to make your table more visually effective

There are several ways you can incorporate the traffic light system. We suggest using shapes, as this is visually effective and easy to copy and paste. In this example, we are using circles:

  • Set the cell content to image block. You can do this in the “Cell Content Type” section.
  • Head to the “Contents” tab in the sidebar, find “Shapes” and drag a shape into the cell.
  • Click on the shape to change the color according to the traffic light system.
  • Copy and paste the shape until you have filled up all of the criteria.

Use shapes to recreate the traffic light style

Step Four: Add information

The traffic light system is useful, but it is much better to have some written information included in the table to give your team some context. In the last column, you can write down your notes as to why each section has been graded red/amber/green. Make sure to change the cell content type for this column to text:

In the final column you can include written notes for your team

It’s up to you how you present the key information about the project. We simply inserted another mini table above the main report with 2 rows and enough columns for the key information. This clearly labels the project report and gives your colleagues some context before they start reading.

For context, add a table with your key information above the report

Extra Tip: Save your table layout

Although setting up a table in Mail Designer 365 is super straightforward, it’s not actually something you have to do each time you want to send a report out to your team. You can save your table layout so that all you have to do next time is edit the cell contents. To do this, go to the “Layout blocks” menu again, open the “Ready-Made” tab, then hold down the “cmd” key and click on the layout handle of your table(s) and drag it into the sidebar to save.

Save your table blocks in the ready-made blocks section for next time

Reports made easy with Mail Designer 365

Take the hassle out of building and sharing project status reports and do everything in one app. With Mail Designer 365 you can build brilliant HTML emails using drag and drop and create a report to rival Excel. Use the tables feature to build up a professional report which is fully integrated into your email and then send directly via the app from your own email address. No attachments, no fuss, just one app.

Give Mail Designer 365 a try today for free…

Mail Designer 365 helps you create stylish, professional HTML emails on your Mac. Download for free to see what you can achieve.


Try for free

Mail Designer 365 1.4.4 Update Guide

By | Mail Designer 365 Blog
Hey Mail Designers – as promised, we have yet another brand new update for you! The Apple Watch preview tool in Mail Designer 365 now supports previews for HTML emails. This, along with more useful improvements, can be found in Mail Designer 365 version 1.4.4. Here’s all you need to know about the latest update…

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