Email design best practices

We've gathered some quick tips and tricks for designing engaging emails that convert.

Choose a clear and compelling subject line

Your subject line should be concise, intriguing, and relevant to the email content. It's the first thing recipients see, so make it attention-grabbing.

Think about responsive design

Ensure your email design is responsive, meaning it adapts to different screen sizes and devices (desktops, tablets, smartphones). Use responsive email templates or design with mobile-first in mind.

Design an eye-catching header

Place your company logo at the top of the email to establish brand identity. Use a visually appealing header image if it fits your campaign theme.

Create engaging content

Use a mix of text, images, and graphics to make your email visually appealing and easy to skim. Keep paragraphs short and use bullet points or numbered lists for clarity.

Have a clear Call-to-Action (CTA)

Highlight your primary CTA with a contrasting color button or link. Make it clear what action you want the recipient to take (e.g., "Shop Now," "Learn More," "Subscribe").

Personalize your message

Personalize the email content whenever possible, such as addressing the recipient by their name and tailoring recommendations based on their past interactions with your brand.

Use white space

Don't overcrowd the email with too much content or elements. Use ample white space to improve readability and make the email feel less cluttered.

A/B test variables

Experiment with different email designs, subject lines, CTAs, and content to identify what resonates best with your audience. A/B testing can help you optimize your campaigns.

Consistent branding

Maintain a consistent color scheme, font, and design elements across your emails to reinforce your brand's identity.

Choose readable fonts

Use web-safe fonts that are easy to read on various devices. Stick to a limited number of fonts for a cohesive look.

Remember alt text for images

Include descriptive alt text for images to ensure accessibility and provide context for recipients who can't view images.

Add social sharing buttons

Add social sharing buttons to encourage recipients to share your content with their networks, expanding your reach.

Don't forget the preview text

Craft a compelling preview text that complements the subject line and gives recipients a reason to open the email.

Test and optimize

Test your email on different email clients and devices to ensure it displays correctly. Pay attention to load times, as slow-loading emails can lead to high bounce rates.

Dive into analytics and tracking

Implement email tracking to monitor open rates, click-through rates, and conversion rates. Analyze the data to refine your future email campaigns.


Segment your email list based on user behavior, demographics, or preferences. Send targeted campaigns to specific segments for better relevance.


Ensure your email campaign complies with relevant laws and regulations, such as the CAN-SPAM Act or GDPR, depending on your target audience.

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