Get FREE Training Workshop from John Crestani
John Crestani has been recognized by Forbes, Business Insider, Entepreneur.com, and dozens of other publications for his success online. More importantly, he’s helped thousands of everyday people from around the world create success for themselves as well.
What are the best practices for email design?
Creating effective email designs involves balancing aesthetics, functionality, and user experience. Here are best practices for email design to help you craft engaging, visually appealing, and high-performing emails:
1. Design for Simplicity and Clarity
- Keep It Clean: Use a simple layout with clear sections for readability.
- Limit Text: Focus on concise, scannable content. Break text into short paragraphs or bullet points.
- White Space: Use plenty of white space to avoid visual clutter.
2. Mobile-First Design
- Responsive Layouts: Ensure emails display correctly on all devices by using responsive design techniques.
- Single-Column Layouts: These work better for smaller screens.
- Clickable Elements: Buttons and links should be large enough to tap easily on mobile devices.
- Font Size: Use a minimum font size of 14px for body text and 22px for headlines on mobile.
3. Visual Hierarchy
- Prioritize Key Information: Place the most important elements (e.g., headline, CTA) at the top.
- Use Contrasting Colors: Make headlines and CTAs stand out.
- Clear CTA Placement: Ensure CTAs are prominent and easy to find. Use action-oriented phrases like “Shop Now” or “Download Free Guide.”
4. Branding Consistency
- Use Brand Colors: Stick to your brand’s color palette.
- Include Your Logo: Position it prominently, usually at the top of the email.
- Consistent Typography: Use the same fonts as your website or other marketing materials.
5. Optimize for Images
- Relevant and High-Quality Images: Use visuals that complement your message and engage readers.
- Add Alt Text: Provide descriptions for all images in case they don’t load.
- Balance Text and Images: Avoid making your email entirely image-based, as some clients may block images by default.
6. Use Engaging and Clear CTAs
- One Primary CTA: Avoid overwhelming readers with too many choices.
- Clickable Buttons: Use bold, colorful buttons with clear text (e.g., “Get Started”).
- Position Strategically: Place CTAs above the fold and repeat them further down the email.
7. Personalize Your Content
- Dynamic Fields: Include the recipient’s name or other personalized details.
- Tailored Recommendations: Suggest products or content based on user behavior or preferences.
8. Test Across Devices and Email Clients
- Preview on Multiple Platforms: Use tools like Litmus or Email on Acid to check compatibility.
- Test Subject Lines: Ensure subject lines display correctly across different inboxes and devices.
9. Use Accessible Design
- High Contrast: Ensure text is legible against background colors.
- Descriptive Links: Use text like “Learn more about our services” instead of “Click here.”
- Readable Fonts: Stick to standard, legible fonts and avoid overly decorative styles.
10. Limit Use of Animation and Interactive Elements
- GIFs or Animations: Use sparingly and ensure they don’t distract from the main message.
- Fallback Options: For interactive elements like accordions, provide alternative content for clients that don’t support them.
11. Incorporate a Clear Header and Footer
- Header: Include your logo and a brief navigation bar (if relevant).
- Footer: Add necessary elements like:
- Unsubscribe link (mandatory for compliance).
- Contact information.
- Social media links.
12. Use Engaging Subject Lines and Preheaders
- Subject Line: Keep it short, engaging, and relevant (ideally under 60 characters).
- Preheader Text: Use this to provide additional context and entice the reader to open the email.
13. Maintain Email File Size
- Keep your email under 100 KB to ensure faster loading and prevent clipping in Gmail or other clients.
14. A/B Test Your Emails
- Test elements like:
- Headlines.
- CTA wording and placement.
- Color schemes.
15. Monitor Performance and Feedback
- Track metrics like open rates, click-through rates, and conversions to refine your design over time.
Checklist for Effective Email Design
- Clear hierarchy with a compelling headline.
- Responsive and mobile-friendly layout.
- Readable fonts and sufficient contrast.
- High-quality, optimized images with alt text.
- Engaging CTA buttons with a clear purpose.
- Easy-to-find unsubscribe option to comply with regulations like GDPR and CAN-SPAM.
By following these best practices, your emails will not only look great but also achieve your marketing goals effectively.
