Email design: strategies for success


Eva Consuegra

November 16, 2023

Email design is more than just pretty pictures and appealing colors; it's a dynamic art that can make or break your email marketing campaigns.

In this post, we'll dive deep into email design, exploring why it matters and how to make your emails responsive to ensure a delightful experience for your readers.

What is Email Design?

Crafting visually attractive and impactful email messages to attain marketing objectives is the essence of email design. This entails selecting fonts, colors, images, and layouts to increase engagement and click-through rates.

It's your digital storefront, the brand's face, and the first impression.

Top crucial elements of an email design

  • Consistent Branding: Maintain a consistent brand identity, look and feel with imagery, logo, colors, fonts, and brand’s voice to build trust and recognition among your recipients.
  • Engaging Visuals: Use relevant and eye-catching images or graphics to enhance the visual appeal of your email and convey your message effectively, such as graphics, logos, and banners. A solid email design considers every aspect, including image file type, the load time of the images, and accessibility.
  • Clear Call-to-Action: A well-defined and prominently placed call-to-action guides recipients on what action to take, such as clicking a link or purchasing. Buttons are the clickable element that is used for email call-to-actions. Based on the number of times these buttons appear, these can be divided into Primary and Secondary CTA buttons. Using coded buttons, not image-based ones, ensures email design reliability, as image buttons may not display with disabled images or unsupported email clients.
  • Mobile Responsiveness: Ensure your email design looks and functions well on mobile devices, as many recipients access emails on smartphones.

The Power of Responsive Email Design

To create a better experience for your readers and ensure your emails are accessible across various devices, browsers, and email clients, responsiveness is non-negotiable.

The Pitfalls of Drag-and-Drop Editors

Many customers use drag-and-drop editors for email creation, offering benefits like easy image uploads and font flexibility. Still, they often lack responsiveness, have speed and rendering issues, and aren't scalable.

To create effective email designs, prioritize functionality, tailor them to the audience's needs, and ensure compatibility across devices and email clients for a professional, scalable, and user-friendly outcome.

How do you make your email designs responsive?

Responsive emails are achieved by integrating media queries in the HTML code, referred to as "@media" in CSS. These act as dynamic rules, adapting email layouts to various screen sizes and enhancing readability.

Media queries assess screen dimensions and apply different rules based on your goals; these can be very simple or complex.

Top best practices:

  • Prioritize content for smaller screens: Decide which content to display first on smaller screens and consider hiding less essential content for a better viewing experience.
  • Opt for a single-column layout: Single-column layouts are more readable on mobile devices and reduce clutter on smaller screens.
  • Test, test, test! Always preview and test your emails.

Learn more

At Scalero, email design is our daily bread, and our designers and developers are experts in the field. If you're seeking more guidance or need help creating dynamic email templates, we're here to support you every step of the way.

Get creative, stay dynamic, and let your brand shine through email.

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