Email Design Best Practices for 2023 – GetResponse

Want your e mail campaigns to shine and get your viewers clicking? Then let’s speak about e mail design.

Good e mail design isn’t simply meant for visible attraction. It’s meant that can assist you construct stronger relationships along with your viewers, promote extra of your merchandise, and enhance your general return on funding in e mail advertising and marketing.

To put it merely, if you wish to succeed with e mail advertising and marketing, you’ll need well-designed emails.

Don’t fear if design isn’t actually your factor. You, too, can learn to construct handsome emails and run efficient e mail advertising and marketing campaigns.

All it is advisable to do is to comply with and apply these finest practices when making ready your individual e mail templates.

17 e mail design finest practices

  • Earn trust with your sender name
  • Grab attention with the subject line
  • Add a punch through preheader text
  • Keep your email on-brand
  • Feature the offer in your header
  • Use images strategically
  • Use video to drive engagement
  • Pay attention to hyperlinks
  • Make your calls-to-action (CTAs) prominent
  • Don’t neglect the footer
  • Make your emails accessible
  • Use supported fonts
  • Craft compelling copy
  • Make your emails feel personal
  • Pick the optimal email layout
  • Use responsive email design
  • Don’t neglect the dark mode
  • Whether you notice this or not, your e mail template’s design (and its optimization) begins even earlier than your subscribers open your message – proper of their inboxes.

    There are three major components of your e mail that your viewers will see earlier than they determine to learn it – sender identify, topic line, and preheader. We’ll begin with these three components, typically known as the envelope, then transfer on to the constructing blocks of your e mail.

    To aid you higher visualize every factor, we’ll be utilizing this e mail template we created for our imaginary content material creators publication 🙂

    Example of an email template designed for our imaginary content creators newsletter.

    1. Earn belief along with your sender identify

    What you normally see in an email inbox - the sender name, subject line, and preheader.

    The main aim of the sender identify e mail area is to tell the recipient of who the message got here from. But that’s not all. The sender identify additionally has the ability to strengthen your topic line and preheader, subsequently, growing your e mail open charges.

    For this to occur, your sender identify have to be recognizable and reliable, and it completely can’t be misleading. Provided that your subscribers have optimistic experiences along with your model, they’ll be extra liable to open messages along with your sender identify subsequent to them.

    What to place in your sender identify

    There are a number of methods to assemble your sender identify. Here are among the widespread patterns you would comply with (with examples):

    • [Name of the company] – GetResponse
    • [Name of the person] from [Name of the company] – Michal from GetResponse
    • [Name of the company] [Name of the message or topic] – GetResponse Newsletter
    • [Name of the department] at [Name of the company] – Content at GetResponse
    • [Name of the company] Team/Community/Crew – GetResponse Team
    • [Name of the employee] – John Smith

    Pro tip: To enhance your model’s picture and deliverability, be sure to ship your e mail utilizing a {custom} e mail area, e.g., [email protected], as an alternative of utilizing free domains from providers like Google or Yahoo!

    Did you already know? With GetResponse Email Creator, you may construct gorgeous and highly-captivating e mail campaigns in a matter of moments. It comes with 100+ free prebuilt e mail templates, an intuitive drag-and-drop editor, and different sensible options that’ll aid you ship your campaigns straight to your audiences’ inboxes. Try it out for free, or watch our quick video tutorial on the backside of this put up.

    Free email templates inside GetResponse – Educate category.Some of the free prebuilt templates accessible to you inside GetResponse.

    2. Grab consideration with the topic line

    Just like film trailer, your topic line must be both fascinating, entertaining, or participating, and supply sufficient info to persuade your recipients to open up your e mail. And as e mail inboxes are typically very busy locations, it gained’t harm in case your topic line additionally stands out ultimately.

    Email topic traces dos and don’ts

    Here are among the components you should use in your topic traces to make them extra seen in an inbox:

    • Personalization (for instance, your recipient’s identify)
    • Numbers
    • Emojis
    • Power phrases
    • Questions
    • Puns
    • Idioms
    • Terms associated to your model
    • Brand names your viewers will instantly acknowledge

    At the identical time, you must keep away from the next:

    • Writing your topic traces in all caps
    • Using extreme punctuation
    • Using RE:, FW: and different phrases which will trick the recipient into considering this can be a private communication
    • Using phrases generally related to spam
    • Deceiving or tricking individuals into opening your emails

    For your inspiration, listed here are artistic e mail topic traces that Phrasee’s makes use of of their e mail newsletters:

    Creative email subject lines from Phrasee.

    Subject line size

    If you will have too many characters in your topic line it could get truncated in among the e mail mailbox suppliers. Because of this your message might lose its that means (and impression), and even find yourself trying humorous or awkward at occasions. To be sure your message comes throughout, you’ll need to preserve your topic traces comparatively brief (beneath 60 characters).

    That stated, don’t be too anxious if you happen to’re unable to chop down on phrases. Our research has proven that the most effective performing topic traces don’t comply with the “keep it short” rule and focus extra on being particular. After all, in case your model has an engaged viewers, they gained’t care if you happen to’re utilizing emojis or an extreme variety of characters.

    Image showing two emails with very different email subject line length.

    Notice the distinction in size of those e mail topic traces

    Using emojis in e mail topic traces

    Emojis can assist your emails stand out, however is it all the time a good suggestion to incorporate them in your topic traces? So far, there’s no consensus.

    Image showing two emails using emojis in their subject lines.

    In this text on utilizing emojis in e mail topic traces we’ve referred to completely different research which have proven each the optimistic and destructive results of this tactic. We’ve even accomplished our personal analysis, which confirmed that emojis can up your open fee by 3%, however they’re solely utilized by about 4% of entrepreneurs.

    While we’re followers of utilizing emojis, you’ll want to check this tactic your self (through an A/B take a look at) and see whether or not it matches the tone of your communication and your goal audiences’ wants.

    Personalization in e mail topic traces

    Personalization is a reasonably frequent tactic utilized by entrepreneurs crafting their e mail topic traces.

    Most usually, you’ll see it getting used to show the identify of the recipient or another attribute, like firm identify or their location.

    Personalized email subject line showing the GetResponse company name. Also visible in the preheader.

    In a extra subtle situation, you would create totally completely different topic traces based mostly in your subscribers previous behaviors.

    For instance, if you already know your buyer has beforehand purchased a shampoo for curly hair or a particular hair dye, you would reference their kind or hair shade within the e mail topic line.

    While personalizing e mail topic traces is a finest observe, you’ll need to take a look at this and see if it’s going to ship optimistic outcomes to your audience.

    The effectiveness of using personalization in email subject lines based on the Email Marketing Benchmarks report data.

    Read extra:1. What is e mail advertising and marketing?2. How to ship an e mail blast the proper manner?3. Inspiring e mail advertising and marketing marketing campaign examples

    Email preheader design.

    Finally, we’ve bought the preheader textual content aka the snippet textual content.

    Our information reveals that messages with preheaders have common open charges of round 29%. That’s nearly 7% greater than emails with out preheaders. Yet surprisingly, solely 11% of messages have one.

    While this might solely be a correlation, we consider subheaders work and are price giving it a attempt. Especially that including a “view this message online” hyperlink to your preheader gained’t take too lengthy and it could possibly assist your viewers view the publication, even when the photographs have been mechanically blocked by their e mail shopper.

    The impact of including a preheader in emails based on the Email Marketing Benchmarks report data.

    How to create preheader

    Think of the preheader because the extension of your topic line. Your further likelihood to offer extra worth or one thing else fascinating that you just couldn’t match into your topic line.

    The finest strategy is to create these two components in pair in order that the preheader builds upon and enhances your topic line.

    In our article on e mail advertising and marketing finest practices, we’ve shared some nice examples that’ll encourage you. Let’s examine them out once more right here:

    Email topic line: Drop Everything. Sitewide Sale. Now.

    Preheader textual content: It’s our birthday 🎉 Sitewide Sale + Free Shipping & Returns to have fun!

    Subject line: It’s now or by no means!

    Preheader: Only 8 hours left on these Cyber Monday offers

    Preheader size

    One factor to bear in mind is that it could be troublesome to estimate how a lot of your preheader will probably be seen within the e mail shopper, which you’ll observe on this picture beneath.

    Image showing emails with different preheader length visible in the mailbox preview.

    It’ll rely on the e-mail shopper itself, the gadget your recipient’s utilizing, and the size of your topic line. Because of this, be sure your most vital message is positioned on the very starting of your preheader.

    Want to be taught extra? Here are two articles on the dos and don’ts of e mail preheader texts.

    4. Keep your e mail on-brand

    To assist your recipients type a stronger relationship along with your model, be sure your e mail templates match your visible id.

    This implies that your brand, imagery, typography, colours, and call-to-action buttons have to be in keeping with what you’re presenting in your web site and different advertising and marketing channels.

    If you’re nonetheless engaged on a longtime visual identity, take into account these pointers:

    • Create a shade scheme utilizing fascinating, complementary colours. If you don’t understand how, you’ll have the ability to generate them utilizing a software referred to as Coolors (free). That means you’ll have particular set of colours to make use of for particular person components like headers, CTAs, and replica.
    • Choose as much as two fonts that work effectively collectively (extra on this later) and use them all through your emails. One for the headlines, and one for the primary textual content and CTAs.
    • Don’t overcomplicate your e mail templates. Make certain that they’re easy, aesthetically pleasing, and recognizable.
    • Look for inspiration in articles like this one on finest e mail advertising and marketing examples and websites like ReallyGoodEmails or Email Love.

    Your firm brand

    Adding your organization brand to your emails can assist you distinguish your model from all the opposite companies your recipients will see of their inboxes.

    In the e-mail template itself, you’ll need to add the emblem on the very prime of your message – both within the center or the left nook. Some e mail entrepreneurs additionally prefer to put their brand within the footer, proper above the disclaimer part and the unsubscribe hyperlinks.

    You might have additionally observed that in some e mail shoppers, the emblem seems subsequent to the sender identify, like within the picture beneath:

    Emails with the company logo displayed next to their sender name.

    This characteristic isn’t absolutely supported by all e mail mailbox suppliers, however among the greater ones have already began to roll it out.

    To have the ability to present your brand within the Gmail e mail apps, your area must be hosted by GSuite. If you’re sending your emails by means of an exterior service (akin to an e mail advertising and marketing software program like GetResponse), it is advisable to be sure your area is authenticated with a {custom} DKIM. When these two necessities are met, the emblem must be seen within the Gmail surroundings.

    You also can now present your brand within the Oath e mail suppliers (Yahoo!, AOL, and so on.). This is as a result of new authentication methodology referred to as Brand Indicators for Message Identification (BIMI). This methodology remains to be within the beta part, due to which it’s solely supported by sure e mail provers, but it surely’s prone to be picked up by different such providers within the close to future.

    To be taught extra about including your brand and implementing BIMI, try this post from Agari.

    Pro tip:

    GetResponse provides {custom} DKIM for free – right here’s how one can set it up and ship your emails higher.

    Editor’s observe: We just lately hosted a webinar on e mail design the place Matthew Smith, founding father of Really Good Emails, talked concerning the do’s and don’ts of designing automated emails. One of the primary takeaways was the concept of making an e mail design system that helps you streamline the e-mail creation course of, particularly whenever you’ve bought a giant staff. You can watch the recording of this webinar beneath.

    Email template header.

    Getting individuals to open your e mail is simply step one. In order to get them to click on by means of your provide, it is advisable to pull them in and get them to scroll by means of your message. A good way of doing that is by making good use of the above the fold part. Mainly, your header.

    An e mail header is usually used to summarize the primary provide of a given message. It’s positioned on the prime of e mail physique and may both be a picture,textual content, or a mixture of each. An efficient e mail header stands out, clearly communicates what the message is about, and provides motive to maintain studying it.

    Here are few components that you just’ll need to use in your e mail header to attain this:

    • Your model identify and/or brand
    • Menu or navigational bar
    • A robust headline that summarizes your major provide
    • A CTA resulting in your web site
    • Something fascinating or attractive that instantly captures consideration
    • Other causes or incentives to maintain scrolling down

    Keep in thoughts that your header gained’t all the time be displayed in-full to all of your recipients, which is as a result of vary of units they might be utilizing to open your messages. Most units and e mail shoppers will solely present the highest 300 pixels, so your header must persuade them to maintain scrolling down.

    Also, if you happen to select to create a picture header, be sure to offer the ALT textual content (and doubtlessly fashion it) to make your message extra impactful for these subscribers who’ve photos blocked of their emails by default.

    Here’s an instance of an e mail header that follows a number of of the above-mentioned finest practices:

    Example of a good email header design.
  • It’s bought the corporate brand clearly seen on the prime of the message
  • Bold and intriguing headline and a subheading proper beneath
  • An intriguing however hard-to-describe picture within the center
  • A bubble that reinforces the curiosity sparked by the headline
  • Menu and Navigation

    Sometimes you’ll need to embody a navigation bar on prime of your e mail header. This is a tactic principally utilized by ecommerce manufacturers that may aid you drive extra clicks to the brand new or featured areas of your web site.

    This part can particularly come in useful if you happen to observe the clicks in every particular person menu merchandise. This can assist you section your viewers higher and even set off automated e mail sequences if you happen to’re utilizing e mail automation.

    Here’s an instance of a publication that makes use of this characteristic to drive individuals to their completely different product classes – Men’s, Women’s, Jerseys, and Hats:

    Image showing an email newsletter designed to include a menu navigation at the top.

    When utilizing navigational bars in your emails, be sure to examine if they appear good and scale correctly throughout all of the various kinds of units. An e mail inbox has solely a restricted width and easily copying the menu bar out of your web site may not be the most effective strategy.

    Case research: Learn how TechSoup Polska, a corporation serving to nonprofits get entry to new applied sciences, elevated their orders’ worth by 1200% yr over yr because of focused e mail campaigns.

    6. Use photos strategically

    Great photos matter in all features of promoting, together with emails.

    When selecting graphics for your e mail campaigns, you’ll must determine on the next:

    • Where are you going to supply your photos from? (inventory, custom-made, open license)
    • What format will you utilize? (.jpg, .png, .gif)
    • How a lot area within the e mail will your photos take?
    • What will you do when photos get blocked in your recipient’s mailbox?

    Using inventory vs. custom-made photos

    When it comes to selecting between inventory vs. custom-made photos, there’s no proper or improper strategy to go. Just be sure the strategy you select suits your general visible id and helps you create the proper really feel for your model.

    Here’s an instance from a model referred to as United by Blue which makes use of custom-made pictures of their emails:

    Newsletter design example using custom-made images that make the communication more authentic and appealing.

    Pro tip: GetResponse Email Creator comes with over 2 million free high-quality inventory photos from Shutterstock you may simply customise and use inside your e mail campaigns.

    Different picture codecs (.jpg, .png, .rgb)

    When it involves picture formatting, the scenario’s completely different. Of course, you’ll need to present high-quality photos that current your provide in the very best manner, however you additionally want to bear in mind the scale of your picture recordsdata.

    In common, the heavier your recordsdata are, the tougher it’ll be to ship them to your subscribers’ inboxes, so everytime you’re creating graphics for your emails, be sure they’re web-optimized.

    In most circumstances, you’ll need to keep on with the .jpg and .png codecs and optimize your photos with a software akin to Squoosh.

    Image-to-text ratio

    When creating emails, you also needs to take note of how a lot of your message is taken up by photos and textual content. This refers back to the so-called image-to-text ratio, a side we’ve talked about in our put up on the way to enhance e mail deliverability.

    In common, the extra textual content, the higher your deliverability. The more room inside your e mail is taken up by photos, the harder it could be to for you to succeed in the inbox.

    This doesn’t imply your emails shouldn’t comprise photos. That’s not possible and no ecommerce enterprise would enable that. But your message shouldn’t include only one large picture and a footer.

    An example of a newsletter that uses one large image instead of text.

    Example of an e mail that’s made nearly totally of a picture

    Pro tip:

    If you’re utilizing the GetResponse Email Creator to construct your emails and also you’re importing your individual {custom} graphics, make sure to optimize them first with our picture enhancing software. Just open up the picture like within the GIF beneath and put it aside, and it’ll be mechanically compressed to raised match the ISPs wants.

    How to compress images in GetResponse.

    ALT attribute and what to do when photos are mechanically blocked

    When designing your emails, make sure to take into account those that don’t have the automated picture downloading switched on. Even with out the photographs loaded, your emails must persuade these shoppers that your communication is price studying.

    So, what are you able to do? First of all, be sure your newsletters include each components – textual content that’s styled correctly and pictures which have the ALT attribute crammed in.

    Adding the ALT attribute has one other profit to it, which can also be the important thing motive why you have to be utilizing it within the first place. If a few of your recipients use a display screen reader to find your emails, the ALT attribute will assist them perceive what’s inside your content material.

    As an inspiration, take into account this article that appears good earlier than and after you load the photographs. Even although they haven’t supplied the ALT textual content for their header picture, their e mail contains well-styled textual content that’s interesting sufficient to persuade the subscriber to click-through their provide.

    Email example that looks good even without the images loaded.
    Email example that looks good even without the images loaded – here what it looks like after we chose to display images.

    And now let’s take a look at an e mail that hasn’t checked any of the 2 packing containers we talked about.

    Email that doesn't have any alt text and no images loaded.

    This doesn’t make you need to click on this e mail, proper?


    One strategy to enhance your e mail engagement charges is so as to add brief GIFs to your messages. Their help is sort of common and many people get pleasure from sharing them round both on Slack, Facebook, or Instagram.

    When utilizing GIFs, take note of the scale of your recordsdata. It could also be tempting to share lengthy and high-quality animations, however these can impression your deliverability and take a variety of time earlier than loading in entrance of your recipients’ eyes. To compress your GIFs, you should use one of many many free instruments which can be accessible on-line, e.g. Ezgif.

    There are some ways during which you should use GIFs to extend your engagement charges. Below is only one instance that comes from a publication despatched by a model referred to as MeUndies.

    Newsletter designed using one large GIF animation.

    Pro tip:

    Adding GIFs to your e mail works the identical manner as if you happen to have been including a standard static picture. In GetResponse, that is additional simplified as a result of built-in integration with GIPHY.

    GetResponse Giphy integration.

    7. Use video to drive engagement

    Video in email template.

    If you need to have interaction your viewers, there’s nothing higher than movies. Unfortunately, e mail shoppers are nonetheless behind the traits, and video help is proscribed to solely a handful of mailbox suppliers (akin to Apple Mail, Outlook for Mac, and Thunderbird). That doesn’t imply you may’t ship movies by means of e mail. You can, however the most secure strategy is to make use of a thumbnail (a static picture or a gif with a play button) and hyperlink it to your video file.

    Webinar invitation that includes a video thumbnail in it.

    Smart Bug makes use of a video thumbnail picture to advertise their webinar

    This strategy might not appear perfect, but it surely ensures that every one your e mail recipients will have the ability to view your video. Plus, after they click on on the thumbnail the video will open up of their app or browser of alternative. One may argue that this a greater consumer expertise than having to observe a video in an e mail.

    Pro tip:

    Adding YouTube movies to your emails is straightforward in GetResponse. All it’s a must to do is present the URL and it’ll mechanically create a thumbnail with a play button for you.

    Adding video to email in GetResponse.

    Pro tip: Video isn’t the one participating content material format which you could embed into your emails. Interactive content material like clickable surveys, types, and video games are rising in popularity as extra mailbox suppliers begin to help them. Read our information to be taught extra about utilizing gamification in emails.

    Most e mail advertising and marketing campaigns are supposed to drive click-throughs to your web site or a standalone touchdown web page. This is achieved by inserting hyperlinks inside your messages.

    If you’re constructing HTML emails, you may hyperlink just about something – a chunk of textual content, a picture (even a GIF), or a call-to-action button.

    If you’re utilizing plain textual content emails as an alternative, you may merely add your URL as a chunk of textual content.

    If you try this, two issues can occur: 1) your recipients’ e mail shopper will decide up that this can be a URL and can mechanically hyperlink it, or 2) your recipient might want to copy and paste the hyperlink into their browser window.

    Which strategy must you use? In most circumstances, you’ll need to go for the HTML emails, and that is principally associated to monitoring, which we’ll cowl in a second.

    Before we go there, nevertheless, there’s yet another factor you must remember. It’s vital to maintain your text-to-link ratio, which you’ll learn extra about on this put up on enhancing your e mail deliverability.

    Tracking & UTMs

    One of the important thing benefits of utilizing HTML emails is monitoring. The two major issues which you could observe with emails are message opens and hyperlink clicks.

    The first one’s achieved by means of the usage of a small static picture that’s loaded together with all the opposite photos inside your e mail. That stated, in case your recipient doesn’t load the photographs inside your e mail, you gained’t know whether or not they’ve truly opened it or not.

    The click-tracking is achieved by utilizing an additional area that’s added on prime of your e mail hyperlinks. So, if somebody clicks on one among your hyperlinks, for a split-second they’re taken to a site that’s used solely for monitoring functions after which onto the web page you needed them to land on.

    You can see what this seems to be like, by hovering over any hyperlink inside your e mail inbox:

    What email tracking looks like and how it works.

    For extra insights, you may add UTM parameters to your hyperlinks (if you happen to’re utilizing Google Analytics). This will allow you to observe your e mail campaigns in your GA account and give you extra details about your subscribers’ conduct and preferences.

    You can be taught extra about this in our put up on utilizing Google Analytics to enhance your e mail campaigns. 

    9. Make your calls-to-action (CTAs) distinguished

    Email calls to action buttons.

    If you need to drive clicks in your emails, you’ll want to make use of CTAs.

    Ideally, you’ll have one main call-to-action in your e mail that’ll direct peoples’ consideration and clicks to your major provide. You also can have secondary CTAs, however because the identify suggests, these shouldn’t take away the eye out of your major aim.

    To make your call-to-action efficient, you’ll need it to be extremely seen. Ideally, you’ll use a contrasting shade and supply loads of whitespace round your button in order that your recipients won’t solely have the ability to see it, but additionally faucet on it with their thumb or finger.

    Your CTAs might be half of a bigger picture (in your header for instance) or be created individually. Taking into consideration that photos are sometimes mechanically blocked in e mail inboxes, having separate calls-to-action is usually the most effective strategy.

    Other than taking note of your CTAs design and placement, you also needs to remember the copy that you just use for them. You can both use commonplace copy like “Buy now” or “Order today”, or you may attempt a extra descriptive strategy utilizing copy like “Try this sweater”, “Preorder this game”. There’s no proper or improper, however you’ll need to take a look at each of those approaches to see which one matches your model higher and goes to generate the most effective outcomes.

    Email footer.

    Last however not least comes the footer, one other vital a part of your e mail templates.

    A overwhelming majority of e mail entrepreneurs use the footer in a quite generic manner, together with solely the weather they’re required to incorporate by regulation (akin to firm info, an unsubscribe hyperlink) and social media icons linked to their firm profiles.

    However, you will be extra artistic along with your e mail footer design and use it to construct a optimistic model expertise and attain further objectives. For instance:

    • Emphasizing your distinctive promoting proposition
    • Collecting suggestions out of your viewers
    • Promoting your weblog, podcast, or different content material
    • Promoting a particular provide seen solely to the most-engaged followers
    • Promoting your app, helpful hyperlinks (ex: retailer locator), and telephone numbers
    • Showing the extra human aspect of your organization

    Here are few examples of nice e mail footers price getting impressed by:

    Good-looking email footer.

    Footer in an e mail from Magic Spoon carries a promise of happiness

    Email footer promoting the brand's app.

    Gucci makes use of the e-mail footer to advertise the Gucci App

    Email footer reminding the audience about the brand's core values.

    Uncommon Goods use the footer to remind the viewers about their core values

    11. Make your emails accessible

    We’re all a various viewers and your e mail advertising and marketing campaigns have to be designed in a manner that lets everybody entry and perceive them.

    According to the World Health Organization, over 2.2 billion individuals reside with some type of visible impairment. And it’s not solely about with the ability to learn or see your emails. Millions others have listening to, cognitive, psychological, or emotional impairment.

    Odds are, a few of your subscribers are affected by this. And if you’d like them to entry your emails higher, listed here are some issues you must remember:

    • Always add the ALT textual content to your photos in the event that they’re introducing some new info. This manner individuals utilizing display screen readers will have the ability to perceive the content material higher
    • Be cautious concerning the distinction ratio of your photos and colours. For instance, white textual content over yellow background could also be onerous to learn. Tools like WebAIM Contrast Checker will aid you consider in case your content material’s bought sufficient distinction.
    • Use an inexpensive font dimension (sometimes 14-16 px) with respectable line spacing
    • Provide sufficient whitespace between completely different sections and components
    • Stick to legible fonts
    • Avoid referencing photos. Use captions and watch out about substituting precise textual content with photos (this additionally applies to gifs and emojis).
    • Ensure that your e mail content material is readable, ideally at a Grade 6 degree. Tools just like the Hemingway Editor will aid you consider that.
    • Use hyperlink textual content that tells the viewers what they’ll see upon clicking the hyperlink. Stay away from generic phrases like “click here”.
    • If you need to emphasize a chunk of data, don’t simply do it with shade.

    Also, in your copy, keep away from referencing colours or spatial placement of components throughout the message (e.g. Click the inexperienced button beneath to proceed).

    To be taught extra about e mail accessibility, take into account this video from Timothy Buck.

    12. Use supported fonts

    The fonts you select outline the appear and feel of your emails. While there are lots of of 1000’s of fonts accessible on the internet, not all of them would be the proper match for e mail communication.

    Naturally, you should use any font you need (that matches your visible model id) in static photos and GIFs. But in textual content, you’ll need to keep on with utilizing system fonts and net fonts.

    System fonts are the varieties of fonts that may be displayed on all units or inside any utility – they’ll all the time look the identical. These embody Georgia, Times New Roman, and Verdana.

    Web fonts, however, whereas broadly supported, can typically be rendered in another way in your recipients’ gadget. Some of the extra widespread ones are Roboto, Lato, and Montserrat.

    That’s why the most effective resolution is to: 1) both keep on with system fonts, or 2) use net fonts alongside a fallback system font that’ll be displayed in case the {custom} font can’t be used.

    Ideally, you’ll solely have to make use of as much as two completely different fonts in your e mail templates (one for the header and one for the primary textual content and CTAs). To discover fonts that work collectively effectively, think about using Fontpair or viewing the favored pairings in Google Fonts.

    To discover this additional, learn our information to the most effective e mail fonts.

    Pro tip:

    Here’s the way you’d set your fonts in GetResponse Email Creator:

    Adding custom fonts in GetResponse Email Creator.

    13. Craft compelling copy

    Writing copy for emails is a subject of its personal and one may write a complete e book about it.

    As a matter of truth, Joanna Wiebe, of Copy Hackers, wrote one and you may learn it over right here – How to Write Newsletters that Get Opened, Read, and Clicked. It’ll aid you enhance your opens, clicks, and conversions. In different phrases, it’ll make your e mail campaigns extra profitable.

    Aside from the ideas you’ll learn on this e book, you’ll need to take note of the truth that individuals usually don’t spend an excessive amount of time on emails. They skim them and infrequently click-through to the web site to the learn the complete info there.

    Because of this, you could need to preserve your copy concise and straight to the purpose. You might also need to use bulleted lists, headlines, and emphasize a very powerful components by bolding or highlighting your textual content.

    Example of an email that keeps its copy well-structured.

    14. Make your emails really feel private

    We’ve briefly talked about personalization within the context of e mail topic traces. But how does one personalize their emails on the whole?

    This is completed by means of the usage of dynamic content material, a syntax that allows you to basically determine what kind of content material will probably be exhibited to a specific subscriber.

    In the best type, you would write out one thing like [[firstname]], and this is able to present your subscriber’s identify inside your message. And what if you happen to don’t have such info? You may present a fallback message that would seem in case the primary identify wasn’t accessible.

    More superior use circumstances of dynamic content material would can help you show a completely completely different message (copy, photos, hyperlinks) based mostly on the shopper info you will have saved in your database.

    Thanks to this, you would present a distinct variety of factors your subscriber amassed in your loyalty program in addition to the completely different rewards they may redeem. Or you would present a distinct set of merchandise they’ve checked out in your web site or bought previously.

    Personalized email from Grammarly showing tailored information based on the users' activity.

    According to our information, emails that use personalization within the e mail physique have a 19% greater common click-through fee. Despite that, it’s principally the bigger organizations (or ones with a heavier deal with advertising and marketing) that make use of personalization.

    This is basically because of the truth that e mail entrepreneurs both don’t have sufficient information to personalize their emails, or the effort and time to tailor their communication at scale doesn’t present the ROI that’d justify the prices.

    Still, we advise you attempt personalizing your e mail campaigns, even within the easiest type. You may begin by greeting your subscribers identify within the topic line, e mail physique, and even picture – if you happen to’re utilizing a software like NiftyImages. These can assist you have interaction your viewers higher and result in outcomes like within the instance beneath.

    Note: The integration with NiftyImages is presently solely accessible within the previous GetResponse Email Creator.

    Personalized email content created using Niftyimages.

    15. Pick the optimum e mail format

    The format of your e mail ought to assist your recipients devour the content material of your message with ease and in the proper order. There are a number of widespread e mail layouts you’re seemingly going to make use of.


    In a one-column format all of your e mail content material is positioned inside a single column, one after one other. This is an easy, mobile-first strategy that ensures that every one your info will render completely on e mail units in addition to different bigger screens. It’s additionally nice for focusing your audiences’ consideration within the locations you need them to take a look at.

    Email newsletter designed using a single column layout.

    Inverted pyramid

    Inverted pyramid framework makes it even simpler to drive the main focus and clicks within the areas you need your viewers to be. By inserting your wider content material (often the header or a banner) on the prime and the slimmer content material on the backside (your call-to-action), viewers’ eyes are mechanically taken to the place instantly tied to your conversions.

    Email newsletter designed with the inverted pyramid layout.


    This is one other fascinating format that takes your viewers’ eyes from one aspect of the display screen to the opposite backwards and forwards as you scroll down the message. It is usually a very participating format that appears nice if you happen to’re displaying off your merchandise then following them with an outline and a CTA resulting in your product web page.

    But there’s a small caveat with this strategy, which is why we’re not recommending it too usually.

    If every factor in your message is a separate block (like a product picture or description), and it goes at first from left to proper after which from proper to left, the order during which these components are displayed on a cellular gadget will not be perfect.

    Newsletter following the zig-zag layout.

    Sometimes your description or CTA button will precede the picture, which can be complicated for your recipients.

    Luckily, if you happen to’re utilizing GetResponse, this may be simply fastened.

    In the GetResponse Email Creator, you may alter the order of your blocks for cellular units individually. All it’s a must to do is change the toggle “Reverse columns on mobile devices” and your blocks will seem in another way than on desktop shoppers. Thanks to this, you will be certain your e mail templates will look nice on any gadget.

    Reverse columns on mobile devices feature in GetResponse Email Creator.Reverse columns on cellular units characteristic in GetResponse Email Creator.
    Using the Before and After utilizing the Reverse columns on cellular units.


    Two-column format is usually utilized by manufacturers that focus closely on utilizing imagery of their emails.

    Most usually, it features a vast, single-column header on the prime – that includes the primary provide or product – and several other blocks beneath cut up into two columns.

    Two-column email layout.

    It’s type of a combination between the single-column and zig-zag format we’ve beforehand described. Because of that, it contains among the professionals and cons of those layouts.

    The major drawback is that when a two-column message is considered on a cellular gadget, the blocks get stacked one after one other – and a few e mail entrepreneurs don’t like that. Instead, they’d quite see their merchandise resized to suit a smaller display screen and listed aspect by aspect.

    Again, in GetResponse, there’s a straightforward repair for that. In your column settings, you may allow the choice to maintain your columns side-by-side when the message is being displayed on a cellular gadget (as an alternative of getting the stacked one after one other).

    This is the place you turn on that possibility:

    How to make sure your columns aren't stacked when the message's viewed on mobile devices - GetResponse Email Creator.How to verify your columns aren’t stacked when the message’s considered on cellular units

    And right here’s the comparability – with and with out the characteristic enabled:

    With and without the feature With and with out the characteristic “keep columns side-by-side” enabled

    Email Width

    If you need to be sure your emails look good on most units, then you definately’ll need to preserve your e mail template width at 600 px (max 640 px).

    It might sound counterintuitive at first, particularly that our screens are getting greater as of late, however take into account that not all e mail shoppers work the identical. Many mailboxes will show your message in a body that’s surrounded by further sections and tabs. Like on this instance from our Gmail net shopper:

    Email inbox width in Gmail.

    Email size

    There aren’t any clear pointers as to how lengthy your emails must be. Some entrepreneurs want to design their e mail templates in order that they’re brief and candy, instantly resulting in their web site. Others want to convey as a lot info as doable, and let the e-mail do the speaking.

    If your publication primarily consists of textual content, then the one factor it is advisable to ask your self is whether or not individuals will scroll that far down in your message to learn the entire contents. Many bloggers get away with this strategy, but it surely will not be perfect if you happen to’re trying to promote ecommerce merchandise.

    If your publication consists of a number of photos, then having an extended message with a number of graphics may result in it getting truncated by bigger ISPs akin to Gmail. This might have an effect on the general really feel of your message, so it’s higher to maintain this truth in thoughts.

    Spacing and padding

    Your e mail template consists of many alternative blocks and sections.

    Most of the time, you’ll have the header picture, a couple of blocks of textual content, a couple of photos and CTAs, and a footer. All of those components want to suit collectively, however there additionally must be some “breathing air” between them. By that, I imply whitespace.

    Whitespace (or destructive area) makes studying and clicking by means of your e mail a lot simpler and extra intuitive. And as such, it impacts your conversions.

    There’s no particular quantity as to what the suitable spacing or padding must be. You want to check this your self and determine on what seems to be good in your opinion.

    In our e mail templates, we have a tendency so as to add 20-30 px padding to the left and proper aspect of every part that has a textual content block in it.

    Thanks to this, when the e-mail is considered on a cellular gadget the textual content isn’t caught to fringe of the display screen.

    Spacing and padding preview on desktop and mobile design view.

    (This isn’t a difficulty for picture blocks, so we typically skip the left and proper padding there)

    For prime and backside padding, we often use 10 to 20px between every factor or part. This helps us give some “breathing room” and makes our emails extra readable.

    Whenever you’re organising your e mail template, be sure to examine the way it renders on completely different units and e mail shoppers. What seems to be good on a desktop may not all the time look good on cellular units.

    16. Use responsive e mail design

    With greater than half of your recipients opening your emails on cellular units, you may’t construct your e mail templates simply fascinated with large desktop screens.

    The finest manner to make sure that all of your recipients have essentially the most optimum expertise is to construct mobile-responsive emails.

    An e mail that’s mobile-responsive will look good, each on smaller and bigger units. And because you’re constructing and sending only one e mail (that’s optimized for each varieties of units) it gained’t be an issue in case your subscriber chooses to open your message utilizing completely different instruments.

    We’re not going to enter element the way you’d code a mobile-responsive e mail. Email builders, just like the GetResponse Email Creator, allow you to create e mail templates that look good on all varieties of units with out having to jot down a single line of code.

    Mobile e mail design finest practices

    There are a number of finest practices you must remember when designing your emails for cellular units:

  • Make certain your copy is legible, even when somebody’s studying your message whereas on the go. Consider growing your line spacing and font dimension to 14-16 px for common textual content and 22 px for headlines.
  • Make certain your hyperlinks and CTAs will be simply clicked when utilizing a thumb. In most circumstances, you’ll need your buttons to have roughly 44 x 44 px (minimal 29 x 44 px)
  • Include additional respiratory room between CTAs to make clicking simpler. Add 10-20 px of additional area round clickable areas and keep away from including a number of textual content hyperlinks subsequent to one another.
  • Make certain your touchdown web page can also be optimized for cellular units. Sending individuals off to a web page that doesn’t look good on their gadget could be a lack of cash and will trigger a variety of frustration. Also, think about using deep hyperlinks in your emails.
  • Always take a look at and examine what your e mail template seems to be like on completely different units earlier than sending it out to the world. As we talked about and it’s price reiterating, what would possibly look good on a desktop may not look the identical on a cellular gadget ( when your content material is resized or stacked on prime of one another)
  • Consider hiding any sections that may’t be considered or don’t add worth to your cellular recipients’ expertise
  • If your message is lengthy, take into account repeating your major CTA additional down in your e mail to save lots of your recipients’ scrolling time
  • Example of a mobile-responsive email template created in GetResponse.Example of a mobile-responsive e mail template created in GetResponse.

    17. Don’t neglect the darkish mode

    Even if you happen to don’t personally use the darkish mode, you may’t ignore it in your e mail design course of.

    Different research have proven that as many as 80% of users change to darkish mode when it’s accessible, which means that designing for darkish mode is now not only a good factor to do.

    So what does the darkish mode in e mail do? In easy phrases, it shifts the colour palette in your e mail, so as an alternative of seeing darkish fonts on a light-weight background, you’ll see mild fonts on a darkish background.

    While some customers want the darkish mode aesthetics, the 2 major advantages of utilizing darkish mode are:

    • it makes studying emails simpler on the eyes, particularly in low-light conditions
    • it saves battery life by lowering display screen brightness

    Here, you may learn extra on how dark mode works and how one can take a look at it.

    Here are a couple of pointers that’ll assist you make sure that your emails look good on darkish mode:

    • Use clear photos. Otherwise, they might look off when every little thing else in your e mail template has reversed colours.
    • Add a white glow round your black photos and icons. Otherwise, they might mix in along with your template and stay unnoticed.
    • Preview your emails earlier than hitting ship. With instruments just like the GetResponse Email Creator, you may preview what your emails will appear to be with the darkish mode turned on. While it gained’t cowl 100% of the circumstances (as darkish mode works in another way on varied units and purposes), it’ll assist your e mail design course of, and also you’ll have the ability to ship your e mail campaigns extra confidently.
    Dark mode preview in GetResponse Email Creator.Dark mode preview in GetResponse Email Creator.

    Below are two photos displaying the identical e mail (from the Hustle) considered in darkish and light-weight mode on a cellular gadget. As you’ll discover, their header picture has a clear background and a fragile glow round it in order that the darkish brand doesn’t go unnoticed.

    Well-designed email from the Hustle viewed in light mode.Well-designed e mail from the Hustle considered in mild mode
    Well-designed email from the Hustle viewed in dark mode.Well-designed e mail from the Hustle considered in darkish mode


    Although e mail is such an previous medium, so much has modified within the e mail design world over the past a number of years.

    We’re all the time maintaining our eye out for new developments, practices, and traits, and can proceed to replace this information to replicate the present state of issues.

    If you’d like to remain up to date, be sure to enroll for our publication so we will notify you each time we edit this and our different assets.

    And if you happen to’re trying for an e mail builder that makes creating e mail templates a enjoyable and rewarding expertise, make sure to join for a GetResponse free account.

    Want to see it in motion? Here’s a fast video tutorial for you.

    Editor’s observe: This article was final up to date in February 2023.