There is no single formula for a successful email design, but there are some solid principles you can apply to your next campaign to give it the best chance of performing well.
Your email layout
Your layout should tell readers what to look at first and what action to take. They should be able to scan the email quickly, guided by a clear hierarchy of large headlines and images. Use layout to break up content into digestible chunks.
Our favourite layouts include the inverted triangle, the zig-zag layout, and the single-column layout.
Images
Use imagery to reinforce your brand, make a statement, and support your message. Make sure your images actually connect to what the email is saying rather than just filling space.
If you need free stock photography, we regularly use Unsplash, StockSnap.io, and Pexels.
White space
White space is the blank area around your paragraphs, images, and CTA buttons. Used well, it separates elements visually, focuses the reader's attention at the right moment, and makes your email easier to read from top to bottom.
Use your judgement to ensure your copy and CTA button are far enough apart to stand out, but close enough that readers understand they are connected.
Calls to action (buttons)
There are three things to get right with every CTA button:
- Copy, short, direct copy works best. Your button text needs to push readers toward an action.
- Design, make your button large enough to notice and surround it with enough white space so it does not get lost in the layout.
- Placement, this depends on your email goal, but as a general rule include your first CTA above the fold so readers do not have to scroll to find it.
GIFs and video content
You cannot embed video directly into an email. Most email clients do not support it. Video does improve engagement, though, so a good workaround is using an animated GIF that links through to your hosted video. Animated GIFs add movement to your email without the compatibility headaches of embedded video.
Across all of this, the goal is the same: your emails should look and feel like your brand, and they should give your readers a reason to act. If you need help putting any of this into practice, get in touch with us.
Frequently asked questions
- What email layouts work best for click-through rates?
- The inverted triangle, zig-zag, and single-column layouts are all solid choices. Each one uses visual hierarchy to guide the reader's eye toward your CTA.
- Where should I place my CTA button in an email?
- Include your first CTA above the fold so readers do not need to scroll to find it. Placement after that depends on the length and goal of your email.
- Can I embed video directly in an email?
- No. Most email clients do not support embedded video. The standard workaround is an animated GIF that links through to your hosted video.
- Where can I find free images for email campaigns?
- Unsplash, StockSnap.io, and Pexels are all free stock image sites worth bookmarking for email and other marketing content.