Email Design Best Practices: How to Design Emails That Works

Creating an email that gets opened and drives action takes more than just clever copy. The design of your email plays a critical role in whether readers engage or click away. With so many brands sending emails every day, yours must stand out not just in the inbox, but in how it looks and functions on all screen sizes.

A well-designed email doesn't only look good. It improves readability, guides the reader’s eye, and helps them take action faster. Whether you're sending newsletters, promotional content, or transactional updates, good email marketing design directly affects your click-through rate and conversions. According to reports, visual elements like images, CTA buttons, and layout can significantly impact how users respond to your message.

What is the Importance of Email Design?

The design of your email is often the deciding factor in whether your message is read or ignored. With creating emails, the structure, layout, and visuals should all support the content and encourage the reader to act. Effective email design helps organize important information, highlight your message, and drive users to your call to action button.

According to Campaign Monitor, emails with compelling visuals see up to a 650% higher engagement rate than text-only emails. That means the look and feel of your email could be the reason someone clicks or doesn’t.

Beyond visuals, a strong design also improves readability and user experience. Clean layouts with clear design elements, intuitive CTA buttons, and proper use of white space make emails easier to scan and digest. This is especially key on mobile devices, where smaller screens make cluttered emails hard to read and navigate.

And don’t forget brand consistency. A great email template reinforces your identity, helping readers recognize and trust your messages. Whether you're sending a welcome email, product launch, or weekly newsletter, using a consistent format strengthens your brand image across all types of email.

What Are the Key Elements of a Great Email Design?

A great email design is more than just colors and fonts. It's a combination of structure, content, and functionality that works together to engage the reader and guide them toward a desired action. To design emails that perform well, you need to understand the essential design elements that make up an effective email. Let’s break down each component.

Header

The header is the first thing readers see after they open your email, so it needs to capture attention quickly. This space often includes your logo, brand colors, navigation links (if applicable), and a subject line preview. A clean and minimal header helps reinforce your brand identity without overwhelming the reader. Make sure it loads fast and looks sharp on both desktop and mobile devices.

Body Content

Your body content should be well-organized, concise, and easy to skim. People rarely read emails word for word, so use short paragraphs, clear headings, and white space to make key points stand out. Stick to one central message per email, and support it with clear and compelling text. Whether you're creating an email for a sale or an update, the content should lead naturally toward the call to action button.

Call to Action (CTA)

Your CTA is where the magic happens. It tells the reader what to do next click, buy, sign up, or read more. A well-placed and visually distinct CTA button can dramatically boost your click-through rate. Use strong action words and ensure the button stands out with color and spacing. Avoid placing multiple CTAs that compete with each other unless you’re offering options for different types of email interactions.

Images & Visuals

Humans process images faster than text, making visual elements crucial to engagement. Use high-quality images, product shots, icons, or custom graphics to support your message. But don’t overdo it too many visuals can slow loading or distract from your core message. Include alt text for all images to ensure accessibility and provide context if the image fails to load.

Footer

The footer might be the last part of your email, but it shouldn’t be overlooked. It should contain legal information, contact details, and an unsubscribe link which is not only a design best practice but also a legal requirement under laws like GDPR and CAN-SPAM (FTC). A well-designed footer reinforces trust and gives users a clear way to manage their preferences.

Interactivity

Interactive emails are on the rise. Elements like image carousels, hover effects, or clickable tabs increase engagement and keep readers exploring longer. While not all email clients support complex interactive features, tools like AMP for Email are expanding possibilities. Just be sure to test across devices and provide fallback versions for unsupported platforms.

Mobile-Friendly Design

Over 60% of email opens now happen on mobile devices (Statista), which makes mobile-first email design non-negotiable. Use responsive layouts, readable font sizes, and large tap-friendly CTA buttons. Test your emails on multiple screen sizes to ensure everything displays correctly, especially your important information and CTAs.

Email Design Best Practices

To consistently create high-performing emails, it's essential to follow proven email design best practices. These practices ensure your messages are visually appealing, functional across devices, and accessible to every subscriber. Here’s how to elevate your email marketing design by applying smart, user-focused strategies.

Prepare with a Master Template

Creating a master email template saves time, maintains brand consistency, and reduces errors. A well-structured template acts as a foundation for different types of email from promotions to newsletters. It includes placeholders for key design elements like headers, content blocks, CTA buttons, footers, and visuals.

A master template allows your team to focus on creating emails faster without reinventing the wheel each time. Ensure it’s responsive, tested on major email clients, and works across various screen sizes. Use modular sections so you can quickly adapt the layout depending on the purpose of each campaign.

Design for Accessibility

Your emails should be inclusive and easy to read for all users, including those with visual impairments. To improve accessibility, use high-contrast colors, readable font sizes (at least 14px), and sufficient white space to separate content.

Add alt text for all visual elements, especially images, logos, and buttons. Use semantic HTML tags where possible and avoid relying on images alone to convey important details. Avoid flashing elements or low-contrast text that could impact people with color blindness or sensitivity.

A good accessibility strategy improves user experience and also strengthens your brand’s reputation. Plus, it increases your reach to a broader audience who may otherwise find it hard to interact with your content.

Keep Your Header Components Simple

Your email header should be clean, focused, and functional. Cramming too many links or promotional messages into the top of your email can distract from the main message. Stick to your logo, a navigation link or two (if necessary), and a clear subject line preview.

Limit the use of large graphics or banners that might push your core message below the fold, especially on mobile devices. Simplicity in the header ensures readers can quickly understand who the email is from and what to expect next. A minimal header also contributes to faster load times.

Be Strategic with Your CTA

Your call to action button is the most important part of the email when it comes to conversions. Make it visually distinct with bold colors, clear text, and plenty of white space around it. Use urgent and direct copy like “Get Started,” “Buy Now,” or “See Offer.”

Position your CTA strategically ideally above the fold so users don’t need to scroll to see it. But also repeat it subtly at the end for those who read all the way through. If you include multiple CTAs, give each its own space to avoid confusion.

Always test different styles and placements to see what drives the highest click-through rate. According to reports A/B testing is a powerful tool for optimizing CTA performance.

Use Mobile-First Email Design

With the majority of users opening emails on their phones, you must think mobile-first when designing emails. Start by using a single-column layout, large fonts, and buttons that are easy to tap with a thumb. Avoid side-by-side columns, which often stack awkwardly or break on smaller screens.

Keep subject lines short so they don’t get cut off on small displays. Optimize image file sizes for faster loading on limited data connections. Test on multiple mobile devices to ensure layout, links, and visuals all render properly.

Balance Between Visuals & Text

A powerful email strikes the right balance between text and visuals. Relying too much on one or the other can either overwhelm the reader or fail to capture their attention. Effective email marketing design uses visual elements to support and elevate the message, not replace it.

Use visuals like product photos, infographics, or illustrations to break up long blocks of text and direct the reader’s eye. But always provide context with supporting text to ensure the message still comes across, even if images don’t load. This also helps screen readers interpret your content more accurately, improving accessibility.

Too many visuals can increase loading time especially on mobile devices and cause frustration. On the other hand, overly text-heavy emails can feel boring and hard to scan. A good rule of thumb is the 60/40 ratio: about 60% visuals and 40% text. This creates a visually engaging yet informative message that keeps your click-through rate strong.

Include GIFs in Your Email

Adding a GIF can add movement and personality to your message. Whether it’s a short animation of a product in use or a celebratory moment, GIFs catch the reader’s eye and make your emails more dynamic. They’re perfect for drawing attention to a call to action button, announcing a sale, or making your brand feel more relatable.

According to reports, emails with animated GIFs can increase conversion rates by up to 103% . Just make sure to use them sparingly too many can be distracting or slow down loading, especially on mobile. Keep file sizes small and ensure your key message is still visible in the first frame, in case the animation doesn’t load.

GIFs add fun, movement, and energy but only when used with intention. If they support your message and match your brand tone, they’re a great addition to your email campaigns.

Design for Dark & Light Mode

As more email clients support dark mode, it’s important to design for both light and dark displays. Dark mode inverts background and text colors to reduce eye strain and save battery life, especially on mobile devices. But if your email isn't optimized for it, colors can clash or text may become unreadable.

Use transparent images or SVGs where possible so they blend well with either background. Stick to web-safe fonts and avoid forcing background colors through HTML, which can backfire in dark mode. Also, test your email template in both modes to ensure that your design holds up.

Designing for dark mode is not just a trend it’s part of inclusive, user-first design best practices. It ensures your emails look polished and professional no matter how subscribers view them.

Include an Unsubscribe Link

While it might feel counterintuitive, including an unsubscribe link is not only a legal requirement under GDPR and the CAN-SPAM Act, but it also protects your deliverability. Making it easy for users to opt out shows respect for their inbox and builds trust.

A clear unsubscribe option reduces spam complaints, which can negatively impact your sender reputation and deliverability rates. Hiding the link or making it difficult to find can frustrate users and harm your brand.

The footer is the ideal place to include this link, alongside contact information and any legal disclosures. It should be easy to locate, clearly labeled, and function as expected. Not only is this a legal obligation, but it also demonstrates professionalism and transparency.

Conclusion

Great email design goes beyond aesthetics it’s about creating a seamless, user-friendly experience that drives action. By following these email design best practices, you ensure your emails are visually appealing, accessible, and effective across all screen sizes. From strategic CTA buttons to mobile-first layouts, every element plays a role in boosting your click-through rate.

As you continue creating emails, prioritize clarity, simplicity, and user experience. A well-designed email not only captures attention but builds trust and encourages engagement making your email campaigns more successful in the long run. Design smarter, send better, and watch your results grow.