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Email Design

by stacy

The Ultimate Guide to Email Design

Your target audience (a.k.a..) is one of the users. You can reach quality prospects and leads via email.

Your email design must be professional in order to make your emails stand out from the crowd and catch the attention of your audience.

This guide will discuss email design and cover 13 best practices. We’ll also show you examples of email design that has been successful. Let’s get started.

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Email Design

Email recipients are prone to skim through emails and discard those that offer little value or seem too dense. It’s important to have great email design. It will help you grab the attention and engage your recipients.

What is email design?

Email design refers to the art of creating and strategically designing emails that appeal to your target audience, specifically your customers and subscribers.

Your email design should be attention-grabbing, aesthetically-pleasing, and on-brand, among other things — let’s dive into those things next with these 13 best practices for email deign.

Email Design Best Practices

  1. Create a strong topic line.
  2. Make sure to write a pre-header that grabs attention.
  3. Be concise.
  4. Keep your email on-brand.
  5. Think about your layout.
  6. Personalize each email
  7. Incorporate unique visual content.
  8. Use emojis with confidence
  9. Use a responsive design.
  10. Your email should be optimized with calls to action.
  11. Add an “unsubscribe” button.
  12. A/B test your design.
  13. Create an email signature

1. Create a strong topic line.

When you send an email, your subject line will be the first thing that people see. This is the short statement that you send to your recipients. It should grab their attention and make them want to read your email.

This is how a subject line in an email looks in


This is how a subject line looks in your mobile device’s email inbox.

These characteristics will be present in a great subject:

  • Grab your reader’s attention in as few words possible (remember less is better).
  • Give value to the recipient so that they will open the email.
  • Summarize the contents of the email that recipients will read/or see after opening it.

2. Make sure to write a pre-header that grabs attention.

The email pre-header gives a preview of the content of the email, much like the meta description on a webpage. It is the second thing that recipients see.

Instead of rewriting the first sentence in an email, customize the pre-header so that you have a sneak peek at what your recipients will be reading.

This is how a pre-header appears in an email inbox:

This is What does a pre-header look like in your email inbox on a mobile device?

3. Be concise.

How often do you open an email throughout the day thinking, I want to take the next 5-10 mins to really dig into this email from Company X!

If you are anything like me, the answer is probably rarely or never.

Don’t get into details, but give email recipients what they need. This will let them know you value their time and can help you increase email subscriber retention.

4. Keep your email on-brand.

Your email recipients should be able to identify that the message was sent by your company when they open it. Your email should be brand.

These are some ways to keep your email brand .

  • Your emails should have a tone that compliments your marketing materials and content (such as your website or social media).
  • Use the same fonts and colors in your marketing materials and branding.
  • Include your logo and a link to the website. Also, include links to social media accounts. Calls-to-action (CTAs) that are relevant to products or services. This is a great way for increasing brand awareness and increasing conversions.

5. The layout can be used to improve the user experience in your email.

Unorganized and cluttered emails are not what anyone wants. This can cause recipients to feel overwhelmed and may lead to more abandonment.

Instead, arrange your layout with user interface (UX) as your goal. This means that you should leave white space or empty spaces and strategically place written and visual content to make it easy to use and navigate.

6. Personalize each email

Personalize an email to suit your recipient. It will feel more personal, thoughtful, and professional. Personalization in email can also help you humanize your brand. This personal touch can help you build a relationship with your email recipients and increase retention rates.

7. Incorporate unique visual content.

It’s difficult to keep recipients interested in your message if they only read a few paragraphs. Instead, use engaging images, GIFs and animations that are on-brand. Break up the written content to create memorable experiences.

Let’s not forget about emojis, which can be used to create unique and creative visual content for your emails.

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