The Most Definitive Complete Guide Into Email Design As Told By The Marketing Experts

As a marketer, email campaigns are among the best converting tools you have at your hands. To make the best out of it, you must follow the best email practices that guarantee high conversion rates, like on point copy and graphic design. Unfortunately, many businesses fail because of the inappropriate use of this great tool.

In this article, you will learn how to maximise your conversions with the right email design. You will learn the mistakes you have been making and change how you engage with your audience for better responses.

Here Are the Things to Note when Designing Your Newsletter:

1. Create a Perfect Email:

The email content you create speaks a lot to the reader. An engaging content must create both credibility and authority. You can achieve this by following these simple tips.

a) Optimize Your Email with Your Brand:

Before reading any email, most users have to be sure they can trust the sender. Better still, they should be expecting it at the given time. For you to convince your readers to open your email campaign, you must let them know that the message belong to them and comes really from you.

This is essential with the email headers. Ensure that you use your brand name in the “FROM” field of the email and their personalised name in the recipient or “TO” field. You also have to craft a proper subject line to avoid spam filters.

b) Use Pre-headers to Catch the Attention:

A pre-headers is an option to show a summary snippet on the email inbox preview before the user opens the message. It is supposed to be compelling and encouraging your users to open the message. Missing or misusing may lead to the recipient deleting your message even before they open it.

c) Email Layout:

Creating a perfect email layout might be a bit daunting depending on the amount of content you have. It is, however, ideal to limit your design for better performance. Using a width of between 500 and 650 pixels is more desirable. Design a vertical layout for better performance.

If you have a very long list of items, use a “Table of Contents” section with links to the appropriate information. You can also use tabs to show different parts of the information to avoid clutter.

d) Visual Design:

We all like using images to convey a message in a way or the other. However, when it comes to creating email campaigns, we need to restrict ourselves on their usage. Email clients do not work like web browsers. Avoid using an image background for your campaign because some clients will not read it.

Graphics in email campaigns should take less space, be designed to convey a message per the section instead of just visually appealing, and lightweight. The images should also be scalable and not squeezed. Use images that can scale up to 599px.

e) Email Content and Copy:

Designing a perfect email also covers what you relay to your readers and how you do it. Let your sentences be short and precise. You should be delivering the message in every word you type in an email. Avoid a verbose language that can be boring.

Chose your formatting properly by applying the right fonts, font sizes, and the perfect spacing. Using a font size of 22 px for the titles and 14 px for the message body is ideal. Get your points bulleted to increase visibility for better reading. Use breaklines too after every 60 characters when writing in plain text.

f) Email Footer:

The footer is one of the most important parts of your email campaign. It speaks volumes to your readers. The first thing you need to include in the footer is your contacts and some links to the most important pages of your website.

A well-organised footer should also include a line informing the reader why they are receiving your messages. You can say something like, “You are receiving this message because you signed up for our newsletter.” You should also include an unsubscription link here to avoid being marked as spam, or blocked by email users as your domain may be blacklisted.

g) Integrate Social Media:

Expanding your brand recognition includes allowing your readers to connect with you on social media. One of the effective ways is to include your social links in the email campaigns. You can use the different emails you send to subscribers including:

  • In the email campaigns.
  • The “thank you” page when they subscribe.
  • The “Unsubscribe” page.
  • Autoresponders.
  • Email signatures.

2. Best Optimisation Practices:

Apart from designing a good email campaign, you need to optimise it for better visibility and delivery for different users. Here are some things you need to consider when it comes to email optimisation:

a) Convenient Image Rendering Alternatives:

By default, many email clients are set up to block images in emails. To avoid blank spaces with “Image” in the image places, you should use alternative methods to convey the desired message. An example is using an alt tag to display vector graphics. You can as well use an alternative text in place of the image and set a fallback colour background if the image is not displayed.

b) Use Retina Images in Emails:

Sometimes images become blurry when viewing on different devices. To overcome this issue, especially when using devices with smaller screens, you can use scalable and retina-ready images in your campaigns. The retina display is the technology designed into Apple’s devices to help bring out every detail in a wide image when viewed on a smaller screen. This will help your readers to get a clear view of what you are conveying.

c) Optimise for Wearables:

The wearable devices are increasing in the market at a compound rate of 35% each year. Now people can access their emails on their wearable devices like the Apple watch. To optimise your email campaign for wearables, consider these facts:

  • Use a minimalist design
  • Links are not clickable on these devices since they do not have a web browser.
  • Low support for embedded images. It is better to consider plain text campaigns.

d) Peek and Pop:

This development that came with the iOS 9 allows the subscribers to peek at the message content without having to open the email. This can encourage the reader to open or ignore the message. However, it has adverse effects on the marketers since the “peek” is usually confused with the message being opened.

This feature poses a challenge to the marketing managers since it is not easy to account for the real number of subscribers who open the emails. This might affect your targeting efforts.

3. Mobile Optimisation:

Did you know that a larger percentage of users use their mobile devices to check their emails? Statistics indicate that 50% of all email user access their messages on smartphones and the total number that uses mobile devices is 67%. The spread of smartphones is increasing rapidly.

It is, therefore, important to design email campaigns for mobile devices. You should be able to make the design responsive so that you can support different screen sizes. Consider the following:

  • Apps used by mobile users to access email.
  • Design single column emails.
  • Design email campaigns of 340×480 px.
  • Make the CTA buttons visible.

What You Must Do in Your Next Campaigns:

Mobile devices have brought a whole lot of new experience in our lifestyles. When thinking about email marketing, think how you will achieve the following:

  1. Use navigation menus to help your users to navigate easily in your campaign. The collapsible (hamburger) menus will fit on mobile devices better.
  1. Use accordions to help you maximize the small screens to deliver more. Users can open an entry and read without having to scroll a lot down the page. Makes it an easier experience.
  1. Apply hybrid email designs. This helps your users on third apps to display the message without having to rely on the external media queries.
  1. Use the “Scratch and Flip” effect to increase engagement on mobile devices. This will trigger more users when you share coupons and other promotions.
  2. Use graphs to increase the credibility of your information. This will help your prospects to better understand your promotions and build trust in your brand.
  1. Use rotational banners to showcase the different aspects of your promotions. This will maximise the engagement of your users.
  1. Use GIFs in emails to increase user engagement. However, you must be creative and create appealing graphics that will help your users to understand your offers better.
  1. Using sliders can help you maximise the potential of your readers engaging in your content. It also helps you to deliver more using a compact space to encourage readers.
  1. Employ the use of counters to tickle the opt-in rates. When the users see that you have a limited time before you close the offer, they will make an effort to buy or subscribe faster or immediately.


Even as you try hard to implement the crucial methods of engaging your users, you need to be sure that your choices are making an impact. It is important to use analytics reports to know how your email subscribers are responding to your campaigns so that you can make any necessary adjustments.

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