The Good, the Bad, & the Ugly
Why email design matters.
• Things to Consider
• 4 Email Design Commandments
•HTML Email Design and Deliverability
• Best Practices and Examples
•How to Work Within Your Resources
A few things to think about…
• Would you read your email?
If you don’t enjoy reading through it, your email list won’t either.
• Are you proud of both content and the appearance?
Both factors are equally important in your campaigns success
• Does the email represent your brand well?
Do you take the same care with your email as you do other marketing efforts.
• Objective has a direct impact on how your email
should designed and laid out.
Newsletters are going to have different design strategies than eCommerce or
Brand Campaigns. You can guide them towards your primary goal through
design and layout.
4 Email Design Commandments
• Images are crucial
The biggest reason to use HTML emails is the ability to display images. Images
help to convey brand messaging better than words and can excite and entice
the reader and to engage with your company. Put thought into them.
• Make it Readable
Make the information "readable" and easy to digest, eye catching and worth
their while. Emails are always better when they have a “conversational” tone.
• Formatting, Formatting, Formatting.
Put care into text formatting. There’s a reason you don’t see the text in an
email center-aligned. Keep things consistent. Be tasteful.
• Place your Call-to-Action at the Top
There is probably a reason you sent this email, make that the first thing
people see when they glance at it.
Email Design and Deliverability
• Every email client is different.
Developing HTML Web sites to be cross-browser functional requires knowing
the limitations and nuances 3-4 dominant Web browsers, but when developing
for email clients, that number is much greater. For Example:
• OSX Mail
• Lotus Notes
• the list keeps going, and the challenges keep growing.
• Let’s look