Our inboxes are flooded with promotions, newsletters and updates from every corner of the internet. So, how do you make your email stand out in the sea of sameness? Email content and email design go hand-in-hand. It’s like a peanut butter and jelly sandwich – there needs to be a balance of engaging copy and visually appealing design to create the perfect email.  

What is Email Design?  

Email design is the art of creating visually appealing, easy-to-read and engaging emails that convey a message to an audience effectively. It’s not just about choosing the right colors or images; it’s about creating a layout that guides the reader’s eye, tells a story, naturally flows and encourages an action. From subject lines to Calls to Action (CTAs), every element plays a part in the overall design. 

Best Practices 

Craft a Strong Subject Line and Pre-Header Text 

Your email subject line is the first thing anyone reads after receiving your email. It’s a brief statement that is supposed to pique interest and capture your audience’s attention. It sets the tone for what readers can expect when they open the email. When creating your subject line, go for something catchy, without overdoing it with ALL CAPS or too many emojis. It needs to be short and snappy – 6-10 words. You want your reader to be intrigued, not overwhelmed.  

Your preheader text is the short line of text that appears directly underneath the subject line. This line can be used to give a bit more context to tease what’s inside. An example would be: 

Subject Line: “Master Email Design Today!” 

Preheader: “Plus, a BONUS tip you don’t want to miss…” 

Be Concise and Stay On-Brand 

How many times throughout the day have you thought to yourself, “Wow, I can’t wait to sit down for the next 5-10 minutes and really dive deep into this email?” Probably never. That’s why it’s important to stay clear and concise with your messaging. Give your email recipients the information they need without getting into the weeds. This tactic can also aid in subscriber retention. 

When it comes to staying on brand, viewers should know it came from your company as soon as they open it. Meaning your email should be branded properly. Here are a few tips to stay on brand in your next email: 

• Include your logo and a link to your home page. 

• Use the same tone and language that you use across other platforms (like your website and social media). 

• Incorporate the same colors and fonts you use in other branding or marketing materials.  

• Link to your social media platforms at the bottom of the email. 

Use Unique Visual Content 

Let’s be honest, if you open an email and see paragraphs of information, are you really going to read it? To break up written content, hold your reader’s attention and increase engagement, utilize on-brand images or videos. The key is to use visuals that match the message of your email. 

Optimize with CTAs 

The main purpose of an email is to get the reader to do something – click, read more, download now, etc. Your CTA should be visible, and enticing and clearly state why they’re valuable to click on. Keep it short and direct, and don’t forget to link the button. There is nothing worse than a broken link on an irresistible offer.  

Your email is just a conversation in your reader’s inbox – make it one they look forward to receiving. But having great email design is not the only way to elevate your business and achieve your goals. Check out our blog post on how having great design overall can elevate your business to its highest potential.  

At JSK Marketing, we are pros at designing emails that don’t just look great but also get results. Whether you’re looking to increase your engagement, drive sales or keep your audience hooked, we’ve got you covered. As an extension of your team, together, we can create emails that your audience can’t wait to open. Contact us today!