A single-column email layout enhances readability and accessibility, improving the chances of achieving the desired interaction.
See also: Using email templates to enhance patient engagement
A Springer Nature study states, “On average, task-based initiatives are more effective in driving customer engagement, but the effects depend on the platform. If platforms support continuous or lean interactions, task-based initiatives are more effective; on platforms that encourage spot interactions, experiential initiatives are preferable.”
Email, especially HIPAA compliant email, is an effective platform to support the continuous interactions mentioned in the study above. Emails that prompt patients to take specific actions, such as updating personal information or viewing test results, directly engage patients by tapping into their cognitive, emotional, and behavioral dimensions of engagement.
These emails work well digitally, where the interaction features, like the depth of information (richness), ease of engagement (initiation), and the level of interaction required (intensity), can be finely tuned to encourage quick and easy responses.
Personalized and timely messages are amplified when the content is clear and concise. By making sure that the emails are straightforward and easy to understand, healthcare providers help patients quickly grasp the message's purpose and relevance. The purpose of this is to reduce the cognitive load placed on patients and the decision to engage that much simpler.
Column and line formats in content, like email communications, have a direct correlation to readability. This line from an article in Volume 36 of Behavior and Information Technology sums it up best, “...it can be noted that applying different layouts may lead to particular reading behaviors, which is somehow related to the reduction of potential distractions that may come when reading a text.”
Single-column layouts organize content vertically, guiding the reader's eye seamlessly from the top to the bottom of the email. This simplicity eliminates the visual clutter and cognitive load associated with multi-column layouts where readers might struggle to decide which content to focus on first. By presenting information sequentially, a single-column layout makes sure that key messages and calls to action stand out.
As mobile usage continues to dominate email opens, the responsive nature of single-column emails guarantees that content is easily readable on small screens. There’s no need for users to zoom in or scroll horizontally to view content, which is often necessary with multi-column formats. This ease of use on mobile devices leads to a better user experience.
The streamlined coding and fewer graphical elements of single-column layouts allow emails to load faster across various devices and network conditions. Quick loading caused by these characteristics of single-column layouts maintains the reader's attention. By minimizing load times, there is a reduced risk of users abandoning the email before engaging with its content.
These aspects, clarity of presentation, mobile friendliness, and quick loading times, make single-column layouts particularly effective in optimizing email engagement.
See also: Top HIPAA compliant email services
In single-column layouts, footers follow the same linear format and typically include contact information, unsubscribe links, and social media icons, all aligned centrally or to the left for easy readability.
There is no specific preferred color scheme for single-column layouts; however, high-contrast colors should be used for background and text to improve readability.
Single-column layouts can support branding effectively by focusing on simplicity and clarity.