Email Design Best Practices
Create beautiful emails that drive engagement and conversions. Master the principles of effective email design with this comprehensive guide.
6 Core Email Design Principles
DO: Use a single column that scales beautifully on mobile
DON'T: Create complex multi-column layouts that break on small screens
DO: Headline: 24-30px, Body: 14-16px, CTA: 16-18px bold
DON'T: Use more than 2-3 font families or sizes below 14px
DO: Use whitespace, contrast, and size to create clear focus areas
DON'T: Cram everything together without breathing room
DO: Design for thumb-friendly tap targets (44x44px minimum)
DON'T: Assume everyone reads email on desktop
DO: Use alt text, optimize file sizes, maintain 60/40 text-to-image ratio
DON'T: Rely entirely on images for important information
DO: Use contrasting colors, ample padding, and action-oriented text
DON'T: Hide CTAs in text links or use vague language
Email Color Psychology
Colors evoke emotions and drive actions. Choose wisely based on your message and audience.
Blue
Trust & Security
Best for: Financial, SaaS, Healthcare
Green
Growth & Success
Best for: Finance, Wellness, Environment
Red
Urgency & Action
Best for: Sales, Limited Offers, Alerts
Purple
Creativity & Luxury
Best for: Premium Products, Creative Services
Orange
Energy & Enthusiasm
Best for: Call-to-Actions, Promotions
Black
Sophistication & Power
Best for: Luxury Brands, Professional Services
Email Types & Recommended Layouts
Layout: Hero image + 3 benefit blocks + CTA
Best for: Onboarding new subscribers
Layout: Header + 2-3 content sections + sidebar
Best for: Regular content updates
Layout: Problem + Solution + Social proof + CTA
Best for: Product promotions
Layout: Logo + Clear message + Action button + Details
Best for: Order confirmations, receipts
Before Sending
- Preview text is compelling (40-90 characters)
- Subject line is clear and benefit-focused
- Logo is linked to your website
- All images have alt text
- CTA buttons are 44px+ tall for mobile
- Text is at least 14px on mobile
Testing
- Test on real devices (iPhone, Android, Desktop)
- Check dark mode appearance
- Verify all links work correctly
- Test with images disabled
- Confirm unsubscribe link is present
- Run through spam checker
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