The Really Good Email Design Checklist

Content and design are two of the most crucial components of your email, so it’s important that you know how to make them work in harmony. Don’t worry, it’s not as complicated as it seems—you just need to follow this email design checklist.

Subject line and preheader text
Make a great first impression on your subscribers by crafting engaging and personalized subject lines. You can also add an emoji whenever appropriate.

Your preheader text, on the other hand, should add context to your subject line. It’s also best to keep it short, so that the entire message displays properly even on mobile devices.

Email layout and width
It’s recommended that you utilize a one-column layout with spaces for chunks of content and that you keep the width of your email between 600 and 640 pixels.

Leverage your layout to guide subscribers to your CTA by using the inverted pyramid model, which puts the most essential information at the top and all general information at the bottom.

Email copy and tone
Align your email’s copy and tone with your brand by following your brand’s guidelines. It also goes without saying that you need to check for typos and grammatical errors before you send the email.

Images, videos, and GIFs
Use images that are relevant to your email’s content and make sure that these images provide a contrast to your text.

You can also use videos and GIFs in place of images, but only do this if you can keep file sizes under control to maintain a positive UX.  

Mobile optimization
Use mobile-friendly email templates and optimize the size of your images so that they aren’t too small and hard to see on mobile devices. In addition, increase the size of your body copy to 16px.  

Calls-to-Action (CTAs)
Your CTA copy should be specific and focus on the benefit of clicking on it. Use an active verb in order to entice your subscribers to take the necessary action.

Design-wise, your CTA should grab your subscribers’ attention. Choose an accent color that stands out, use sufficient text padding (20px), and keep the button big enough that it can be easily tapped on a mobile device.

Want a more comprehensive view of this checklist? Then check out this awesome infographic!


The Really Good Email Design Checklist - Infographic by Campaign Monitor
Source: The Really Good Email Design Checklist by Campaign Monitor

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