Email marketing remains one of the most effective channels available to marketers. Here are eight design tips to help you get more out of every campaign you send.
Focus on your layout Plan your content before you start building. Decide what you want to include and how you want it to look. Keep the most important information at the top, and aim for a single clear focus. Readers should be able to skim your email and still understand the message.
Your content matters Every campaign needs a clear message. Keep your copy concise so readers grasp it quickly. Break things up with headings and images so nobody lands on a wall of text.
Show your identity Use your brand colours, logo, imagery, and tone consistently so subscribers recognise your emails immediately. Include your company details at the bottom of every send.
Make use of images Images should support your message, not compete with it. Your email must make complete sense without any images at all. Aim for an 80:20 text-to-image ratio, and avoid all-image campaigns, they cause deliverability problems and fall flat when images are blocked.
Fonts Keep it simple. Stick to two fonts that complement your design. You can experiment over time to see which combinations get a better response from your subscribers.
Use calls to action Subscribers need direction. Use buttons so readers know exactly what to do next. Make them stand out, and test different colours, layouts, and wording to find what works for your audience.
Give your content breathing room White space makes your design easier to read and helps subscribers scan each section without feeling overwhelmed. If your email looks crowded, it probably is.
Get some expert advice If your email design isn't working or you want a second opinion, get in touch with us. We're happy to help you get more from your email marketing.
Frequently asked questions
- What text-to-image ratio should I use in email campaigns?
- Aim for an 80:20 text-to-image ratio. Your email should make complete sense even if every image is blocked, which is common across many email clients.
- How many fonts should I use in an email design?
- Stick to two fonts that complement each other and fit your overall design. More than two rarely improves readability and can make your email look inconsistent.
- Why should I avoid all-image email campaigns?
- All-image emails are blocked by many email clients, hurt your sender reputation, and fail POPIA and accessibility best practices. They also perform poorly when images are disabled by default.
- How do I write a strong email call to action?
- Use a button rather than a text link, make it visually distinct, and be specific about what happens when the reader clicks. Test different wording, colours, and placements to see what drives the best response from your audience.