Email Design Best Practises For 2017

SocialB Digital Marketing Blog Last modified: 30 Dec 2016 by Shima Khanea
Email Marketing

Many take advantage of sending emails to those who’ve signed up to their newsletters, however, designing emails can be tough. Emails are important as they drive results and revenue, a well-designed email with its elements in the correct places ensures that it’ll be opened, read, and more importantly clicked on.


First impressions may not be the last impression for emails but it still matters. Mainly because the users’ behaviour can indicate if they come back to open another one of your emails/ To ensure the maximum open rate, creating the right template for your email is key while designing an email. The majority of emails are opened on mobile so you need to ensure that it can function and be viewed properly on mobile devices by either choosing a single column or a mobile responsive template. Keep in mind, even though the template is a key part, it can’t just include nice looking imagery and colours. The process includes everything from choosing a familiar “form” name to crafting the perfect subject line to ensure your email doesn’t look like it should belong in the spam folder.


Another thing you’ll need to keep in mind is the width as it’s another essential part of your email. The most optimal size is 600 pixels, however, if you’ve decided to go with a single column layout which will make the email compatible across devices, the best width would now be 320px and 640px. Having great imagery works if it’s also the correct size, especially since more of us open our emails on our smartphones.



Keeping your design looking professional and consistent with your brand is essential, using all kinds of fonts won’t work in your favour. Stick to a limited amount of fonts, don’t go over 3-4 in one email. A way to make your emails look professional is to include a headline to grab attention and a simpler font for the content in the email’s body. When using colours on your fonts, try to limit it as using a wide range of colours will again, not work in your favour. Use colours in your brand logo for brand consistency and relevance instead of choosing the prettiest looking colour you can find. By using a light colour background as well, it’ll help enhance the font colour(s) you have chosen.

Who Is It From?

Brand optimisation is another vital element to your email design, make sure you include your brand name in the “from” field and using an identifiable address. The reason you should do this is so your subscribers recognise who the email is from if the email from name looks off or suspicious they are much less likely to open it and it’ll end up either deleted or added to their spam folder. Something simple as using your brand name in the “from” field is a great way of ensuring your email will be opened and recognised by your subscribers once it comes through to their inbox.



The Call-To-Action (CTA)

Including a Call-To-Action (CTA) is without a doubt a must in any emails you send out, you want your email subscribers to perform an action and convert when they’ve opened your email. Whether it’s to buy your products, use your services or to get in touch, it all depends on what your objectives are. By having a visual CTA that gives your subscribers the option to click on a button to find out more information or to perform an action, they are more likely to do so. It’s unarguably an essential part of an email as far as conversions are concerned. By keeping it snappy and short, that’s the way to create your ideal Call-To-Action.

Social Media Buttons

By adding links to your social media pages, a lot of difference can be made. If the content provided in your email is interesting enough, your subscribers are able to share it with a wider audience. Extra visibility of your brand should always be welcomed!

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