[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-email-design":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",49097,{"id":24,"name":25},"author-0301142015","Canto","2020-09-22T15:20:44","2026-06-24T16:46:09","Designing emails: A guide to better performance and more conversions","email-design","Email design guide – Basic tips for better performance","Email design is more than aesthetics. You want conversions, and smart design choices can help you get them.","What is email design? Designing emails involves structuring, styling, and formatting email content to communicate a brand message and drive recipient action. It covers layout, typography, imagery, color, and calls to action, working together to improve readability and click-through rates. Effective email design balances brand consistency with performance-focused choices that guide readers toward a specific […]","What is email design? Designing emails involves structuring, styling, and formatting email content to communicate a brand message and drive...","\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--what-is-email-design\">What is email design?\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Designing emails involves structuring, styling, and formatting email content to communicate a brand message and drive recipient action. It covers layout, typography, imagery, color, and calls to action, working together to improve readability and click-through rates. Effective email design balances brand consistency with performance-focused choices that guide readers toward a specific outcome.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Ca href=\"\u002Fglossary\u002Fmarketing-resource-management\u002F\">Marketing resource management\u003C\u002Fa> (MRM) combines tools and processes that enable marketing teams to plan, execute, and measure campaigns with greater efficiency.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--why-email-design-matters\">Why email design matters\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">An unparalleled branding opportunity\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">With every campaign, your brand is beaming itself into customers’ homes, offices and pockets. Every aspect of every email contributes to an overall impression of your brand. That includes design choices.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Whether you’re working with existing templates or starting from scratch, it’s important to follow your company’s \u003Ca href=\"\u002Fblog\u002Fbrand-style-guide\u002F\">brand guidelines\u003C\u002Fa>.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Which of the emails below looks like it came from Starbucks? Which do you trust more? When the design matches the brand, it just feels right.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"501\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-starbucks.jpg\" alt=\"Email design with off-brand colors next to on-brand email\" class=\"wp-image-49138\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-starbucks.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-starbucks-450x376.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Good email design improves conversions\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Good design can improve email performance by:\u003C\u002Fp>\u003Cul class=\"wp-block-list\">\u003Cli>Catching the reader’s attention\u003C\u002Fli>\u003Cli>Not overwhelming the reader\u003C\u002Fli>\u003Cli>Guiding the eye to your call to action\u003C\u002Fli>\u003Cli>Reinforcing trust in your brand\u003C\u002Fli>\u003C\u002Ful>\u003Cp class=\"wp-block-paragraph\">Fortunately, you don’t have to choose between brand-focused and performance-focused design. The two can work together seamlessly.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-3--how-to-customize-email-templates\">How to customize email templates\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">If an in-house designer is building your email from scratch, it’s probably already on-brand. Be sure to thank your designer! If you’re working with a third-party template, however, you’ll want to make a few changes.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Add your logo\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Your logo is your company’s most valuable \u003Ca href=\"\u002Fblog\u002Fbrand-assets\u002F\">brand asset\u003C\u002Fa>. Make it clear who the email is from by placing it right at the top.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"501\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190743\u002Femail-design-logo.jpg\" alt=\"Emails branded with logos and colors\" class=\"wp-image-49125\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190743\u002Femail-design-logo.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190743\u002Femail-design-logo-450x376.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Use the right colors\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">You’ll probably need to change the template’s color scheme. Refer to your company’s brand guidelines to get the colors just right.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Web safe fonts vs. web fonts\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">To ensure your email looks good in every email client, you’ll need to choose a font that will display correctly.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Web safe fonts\u003C\u002Fstrong> – The easy solution is to use a web safe font. Web safe fonts are common, near-universal fonts like Arial, Tahoma, Verdana and Times New Roman.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Web fonts\u003C\u002Fstrong> – If your template offers more creative font choices, it’s probably using web fonts. Unlike web safe fonts, web fonts aren’t installed by default on every device and operating system.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Many email clients can display web fonts, but not all of them. So you’ll need to pick a web safe font as a backup. This is called a fallback font. Your email system will either automatically assign a fallback font or let you choose one. Be sure you test how your email looks with the fallback font too.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"501\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-font.jpg\" alt=\"Web font and web safe fallback font side-by-side\" class=\"wp-image-49115\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-font.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-font-450x376.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Check for mobile responsiveness\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Make sure whatever template you build or customize is mobile responsive. This might seem obvious, but with 35-50% of emails read on mobile devices (depending on who’s counting), it’s too important not to mention.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-4--simplify-then-simplify-more\">Simplify. Then simplify more.\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">One email, one message\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It will be easier to keep your design simple and straightforward if you’re not trying to say everything at once. Each email you send should have a single, clear message. Got a lot to say? Your content will likely perform better if you split it into multiple emails.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Keep it short\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Chances are, you’re sending an email because you want customers to do something. Don’t make them work for it. They’re not going to scroll through four paragraphs and ten photos to find the link you’re promoting. Instead, keep things concise, so your most important content doesn’t get lost.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">How short are we talking? Some brands really push the envelope in terms of minimalist emails. Take this one from LinkedIn:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"396\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190740\u002Femail-design-simple.png\" alt=\"Minimalist email design from LinkedIn\" class=\"wp-image-49140\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190740\u002Femail-design-simple.png 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190740\u002Femail-design-simple-450x297.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"449\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190746\u002Femail-design-cluttered.jpg\" alt=\"Simple newsletter design next to cluttered, overcrowded design\" class=\"wp-image-49109\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190746\u002Femail-design-cluttered.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190746\u002Femail-design-cluttered-450x337.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Most emails don’t need to take simple design to quite that extreme. But do take a hard look at every email you design, and see what you can cut. Simply removing some text makes this email much easier to digest:\u003Cbr \u002F>\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-5--how-email-design-elements-work-together\">How email design elements work together\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You’ve been in the weeds, crafting perfect copy and finding just the right photos. But when your customer opens your email for the first time, they’ll be viewing it as a whole. All those elements you’ve lovingly created need to work together.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Next time you’re working on an email, go grab a coffee or a snack. When you get back to your desk, assess your design from a distance with fresh eyes.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Use plenty of white space\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">‘White’ space is the space around your text, photos and other design elements. Giving your content room to breathe will make it stand out, and make your email easier to read.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Get to the point\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Most people won’t read your entire email. So decide exactly what you want customers to know, and get straight to the point.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Think of your email like a news article – you could just read the headline and still know what happened. The first sentence will spell it out a little more clearly. And if you’re truly interested, you can keep reading for the whole story.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"446\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190747\u002Femail-design-adobe.jpg\" alt=\"Emails with simple direct headlines and size hierarchy\" class=\"wp-image-49105\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190747\u002Femail-design-adobe.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190747\u002Femail-design-adobe-450x335.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Make important things big\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">It’s simple, but easy to forget when you’re all wrapped up in color schemes and font choices. Establish a hierarchy of what’s most important in your email, and make those things bigger.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Use a single column\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Emails formatted in a single column will look good on both desktop and mobile. Plus, they leave no question as to what to read first. A width of 600-640 px works best with most email clients.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Funnel to your call to action\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">With your most important content big and at the top, your email might look a little top heavy. This design is actually working in your favor, pointing right to your call to action.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">This ‘funnel’ effect can come from an actual triangle shape, or just a feeling created by heavier elements at the top.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"446\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-funnel.jpg\" alt=\"Inverted triangle points to call to action\" class=\"wp-image-49117\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-funnel.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190744\u002Femail-design-funnel-450x335.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Strike the right balance between image and text\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Most marketing emails will contain some combination of text and images. The right balance between the two will depend on what you want to say.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"537\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190743\u002Femail-design-image-text.jpg\" alt=\"Image-heavy and text-heavy email design, side-by-side\" class=\"wp-image-49123\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190743\u002Femail-design-image-text.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190743\u002Femail-design-image-text-450x403.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">An email highlighting a new product design will want to show it off – cue some dazzling photos. An email teasing a blog post may require more text and use images in a supporting role.\u003Cbr \u002F>\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-6--use-images-strategically\">Use images strategically\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Humans are naturally drawn to images, and stunning photography and artwork will make customers want to read your email. Graphics and photos are a window to your brand – they convey personality and mood instantly, before the reader even gets to your copy.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Choose the right images\u003C\u002Fh3>\u003Ch4 class=\"wp-block-heading\">Complement your message\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Is your email celebratory? Elegant? Calm? Images and copy should work together and tell the same story. And – you guessed it – match your \u003Ca href=\"\u002Fblog\u002Fbrand-identity\u002F\">brand identity\u003C\u002Fa>.\u003C\u002Fp>\u003Ch4 class=\"wp-block-heading\">Balance cohesion and variety\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">All the images in your email should look like they belong together. A jumbled mishmash of styles looks cluttered and can undercut your brand. That said, your images also shouldn’t look exactly the same. Mix things up with different angles, compositions and both narrow and wide crops.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"479\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-right-image.jpg\" alt=\"Emails with on-brand photography\" class=\"wp-image-49133\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-right-image.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-right-image-450x359.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Use images with people. Or don’t.\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Images with people in them give your brand a human face. They can help connect with customers, especially if the person in the photo is looking directly into the camera.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">However, photos of people don’t work for all brands all the time. Sometimes you want customers to imagine themselves in the photo instead.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In the examples below, two brands take different approaches. Molekule gives customers someone to identify with, while Hay transports them into an empty room they can pretend is their own.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"520\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-people-image.jpg\" alt=\"Email designs with and without people\" class=\"wp-image-49129\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-people-image.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-people-image-450x390.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch4 class=\"wp-block-heading\">Direct attention towards your content\u003C\u002Fh4>\u003Cp class=\"wp-block-paragraph\">Whatever photos you choose, make sure any directional movement – a person’s line of sight, a moving train – is pointing towards your content, not out of the frame. In the example below, the eye doesn’t know what to do. Do you follow the woman’s gaze or read the copy?\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"386\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190731\u002Femail-design-image-direction_n2.jpg\" alt=\"Bad email design with photo of woman looking out of frame\" class=\"wp-image-49233\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190731\u002Femail-design-image-direction_n2.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190731\u002Femail-design-image-direction_n2-450x290.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"386\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190732\u002Femail-design-image-direction_n.jpg\" alt=\"Good email design with photo of woman looking towards copy\" class=\"wp-image-49231\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190732\u002Femail-design-image-direction_n.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190732\u002Femail-design-image-direction_n-450x290.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Flipping the photo around resolves the conflict. Her line of sight ushers you straight to the subheading.\u003Cbr \u002F>\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Alternatives to photos\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Photographs are a classic choice for email imagery, but you have other options too. Icons are a simple solution to anchor short snippets of copy, and custom illustrations in your brand’s color scheme can contribute to a more cohesive look.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"532\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190729\u002Femail-design-illustrations.gif\" alt=\"Branded illustration next to animated GIF\" class=\"wp-image-49317\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">GIFs are an option as well. There’s arguably nothing more attention grabbing than a flashing image. Used judiciously, they add fun and whimsy to your email design. Just be sure you watch your file size. Under 1 MB should get you where you need to be.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-7--design-effective-calls-to-action\">Design effective calls to action\u003C\u002Fh2>\u003Ch3 class=\"wp-block-heading\">Make CTAs stand out\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Your call to action is the last thing you want to get lost in a cluttered email design. \u003Ca href=\"\u002Fintegrations\u002Fcanva\u002F\">Design\u003C\u002Fa> choices should make it clear where customers should click.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Button shape\u003C\u002Fstrong> – Whether round corners or square, we’re all used to looking for certain button shapes in emails. Stick with a classic shape to avoid confusion.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Button size\u003C\u002Fstrong> – Small screens require big buttons. To make things easy for mobile users, make your buttons finger-sized: at least 45 px tall.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Button color\u003C\u002Fstrong> – A bright, contrasting color makes your CTA easy to find.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>White space\u003C\u002Fstrong> – A little empty space around your buttons makes them pop even more. Just don’t overdo it. Place buttons far enough from text that they stand out, but close enough that it’s clear what copy they belong to.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"488\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190745\u002Femail-design-cta.jpg\" alt=\"Email designs with bright CTA colors\" class=\"wp-image-49111\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190745\u002Femail-design-cta.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190745\u002Femail-design-cta-450x366.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Explain the benefits first\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">The CTA button is an exception to the important-things-first rule. State your case before pushing customers to commit.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">An ideal call to action is short, descriptive and explains how the action benefits the customer. This example from Chipotle checks all three boxes:\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"277\" height=\"490\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190746\u002Femail-design-benefits.jpg\" alt=\"Get my guac marketing email \" class=\"wp-image-49107\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190746\u002Femail-design-benefits.jpg 277w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190746\u002Femail-design-benefits-254x450.jpg 254w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Sadly, many things in life are more complicated than free guacamole. If you can’t sum it up in two to three words, use descriptive text around the button to provide additional context.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-8--make-it-personal\">Make it personal\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Voice, identity, persona – there’s a reason we talk about brands as if they were people. Every interaction helps build a personal relationship with customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">You can’t design a \u003Ca href=\"https:\u002F\u002Fwww.nytimes.com\u002F2007\u002F01\u002F29\u002Fbusiness\u002Fmedia\u002F29cooper.html\" target=\"_blank\" rel=\"noopener\">custom billboard\u003C\u002Fa> for every driver on the highway – though, remarkably, some have tried. Fortunately, personalizing emails is an easier (and less creepy) way to connect with your customers as individuals.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"346\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-mini.jpg\" alt=\"Billboard with digital display addressing driver by name\" class=\"wp-image-49127\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-mini.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-mini-450x260.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Ch3 class=\"wp-block-heading\">Ways to personalize emails\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Addressing recipients by name is an obvious place to start. You’ve likely got plenty of other data about your customers that can help you personalize emails even more.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Gender\u003C\u002Fstrong> – If you’ve ever bought clothes online, you’re probably now getting gendered marketing emails. Showing photos of menswear to men, and womenswear to women, is a classic way to personalize.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Purchase history\u003C\u002Fstrong> – It’s no use trying to sell someone something they’ve already bought. However, not every email is designed to convert directly to a sale. In informational emails, seeing a product they already own can remind customers of their connection to your brand.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Age\u003C\u002Fstrong> – You want your customer to identify with your photographs. If your customer base includes people of multiple ages, consider using different graphics for different age groups.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Highly personalized emails\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"488\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-personalized.jpg\" alt=\"Spotify end-of-year email and Strava monthly stats\" class=\"wp-image-49131\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-personalized.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190742\u002Femail-design-personalized-450x366.jpg 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Emails designed around personalized data insights are especially engaging. A classic example is the end-of-year wrap-up. These emails evoke positive memories and remind customers of their journey with your product.\u003Cbr \u002F>\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-9--a-b-test-design-elements\">A\u002FB test design elements\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">You’re probably already A\u002FB testing email subject lines, but don’t forget to A\u002FB test design elements too.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Pit two email formats against each other. See if one photo outperforms another. Compare click-through rates with different button colors.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"630\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190747\u002Femail-design-AB.jpg\" alt=\"A\u002FB testing images in email design\" class=\"wp-image-49103\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190747\u002Femail-design-AB.jpg 600w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190747\u002Femail-design-AB-429x450.jpg 429w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Not only will you improve the performance of individual campaigns, you’ll collect valuable data with every email. Over time, these data points add up to tell you what works best for specific audiences.\u003Cbr \u002F>\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-10--it-s-okay-to-bend-the-rules\">It’s okay to bend the rules\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">This overview covers design principles that work in most circumstances. That doesn’t mean you should never push the envelope. Some of the best email campaigns are memorable and effective because they stand out. With a little imagination, you can stretch and adapt almost any design principle.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"277\" height=\"490\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-rules.jpg\" alt=\"Email advertising world's thinnest tablet\" class=\"wp-image-49136\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-rules.jpg 277w, \u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190741\u002Femail-design-rules-254x450.jpg 254w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Normally you wouldn’t want to break up your headline text. However, this email graphic from ReMarkable makes its point because it does. Plus, the line of the tablet draws the eye down, just as the design element ‘funnel’ would.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Designing emails that compliment your overall brand strategy is more important than following any specific design rule. If you don’t have a comprehensive brand strategy already, our \u003Ca href=\"\u002Fblog\u002Fbranding-guide\u002F\">branding guide\u003C\u002Fa> can help. If you do, you’re ready to get those creative juices flowing and design some killer emails.\u003C\u002Fp>",10,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190745\u002Femail-design-feature.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F09\u002F19190745\u002Femail-design-feature-450x263.jpg","Designer's laptop with colors",700,1200,[43],{"id":44,"slug":44,"title":45,"path":46},"marketing-communication","Marketing communication","\u002Fpost-category\u002Fmarketing-communication\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F12\u002F19200914\u002Fdata-driven-content-marketing-450x312.jpg",9845,"data-driven-content-marketing","Why data is vital for content marketing","What can data driven content marketing do for your marketing efforts and how do you enhance your campaigns with authoritative, relevant and shareable stats?","\u002Fblog\u002Fdata-driven-content-marketing\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F11\u002F19190453\u002Flocal-email-marketing-feature-450x301.jpg",50552,"local-email-marketing","How local email marketing helps small businesses get customers through the door","Does your small business need a local email marketing strategy? Learn the basics you need to get started. ","\u002Fblog\u002Flocal-email-marketing\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F12\u002F19192932\u002Fcontent-marketing-conferences-450x300.jpg",38770,"the-best-content-marketing-conferences-to-attend-in-2020","The best content marketing conferences to attend in 2020","Already thinking about your 2020 resolutions? We’ve got one for all of our content marketers out there: attend at least one of these conferences!","\u002Fblog\u002Fthe-best-content-marketing-conferences-to-attend-in-2020\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789966905449]