Pre-HTML design best practices

Designing emails isn’t just about making them look great, it’s about setting them up for success once they’re coded in HTML. A thoughtful design process helps ensure your emails render correctly, stay on brand, and perform well across every device and inbox. Before handing off to development, there are a few best practices to keep in mind.

Think responsive from the start

Most people read emails on their phones, so designs should adapt seamlessly to smaller screens. That means planning layouts that stack cleanly, ensuring fonts and buttons are easy to read and tap, and prioritizing the most important content at the top. Responsive thinking in the design stage saves time later and improves subscriber experience.

Keep designs HTML-friendly

Not every design trend translates well into email code. Effects like gradients, shadows, or unusual fonts may look good in a design file but cause rendering issues in certain inboxes. Simple, clean elements work best,  and they ensure your message looks the way you intended, no matter where it’s opened.

Optimize visuals for performance

Images should enhance your message, not slow it down. Using the right formats and keeping file sizes small helps your emails load quickly, which is especially important on mobile. A balance of strong visuals and live text makes emails both engaging and accessible.

Don’t forget compliance essentials

Every email needs a footer with unsubscribe links, legal copy, and an address. Building these elements directly into the design avoids delays in development and ensures compliance from the start.

Final takeaway

Pre-HTML design best practices are about foresight. By thinking ahead about responsiveness, compatibility, performance, and compliance, you set up your campaigns for smoother development and stronger results. The more intentional the design phase, the more reliable and impactful the final email will be.