A well-crafted email newsletter can strengthen your brand, engage your audience, and drive meaningful action. To help you get the most out of your campaigns, we’ve put together a set of best practices that guide both the design and delivery of high-performing newsletters.
Design & Layout
Keep it clean and scannable
Use short paragraphs, bullet points, and clear headings. Readers often skim emails—make it easy for them to find what matters.
Use a single-column layout
This improves readability and ensures consistent display across all devices and email clients.
Stick to a width of approximately 600px
This is the standard for most email platforms and keeps content accessible without horizontal scrolling.
Choose web-safe fonts
Fonts like Arial, Verdana, and Georgia ensure your message displays consistently, even in restrictive email clients.
Establish a clear visual hierarchy
Use font sizes, spacing, and colors strategically to guide the reader’s attention toward key content and calls-to-action.
Avoid image-only emails
Always include live text. Some email clients block images by default, and relying solely on visuals can lead to lost messages.
Mobile Responsiveness
Design for mobile first
Ensure all content looks and functions well on smaller screens. The majority of users check email on mobile devices.
Use large, tappable buttons
Calls-to-action should be at least 44px high to be easily clickable on mobile.
Implement responsive design with inline CSS
While media queries can enhance responsiveness, not all email clients support them. Use techniques that gracefully degrade when needed.
Test across devices and platforms
Previewing your emails on iPhones, Android devices, Gmail, Outlook, and Apple Mail helps catch potential display issues.
Content & Copywriting
Craft a compelling subject line and preview text
These are your first impressions. Keep them concise, relevant, and engaging to improve open rates.
Focus on one primary call-to-action (CTA)
Too many CTAs can dilute your message. Guide the reader to take a specific next step.
Write in a natural, conversational tone
Your email should sound like it’s written by a person, not a robot. Keep it on-brand, but human.
Use descriptive alt text for images
This ensures your message remains clear even if images are blocked, and improves accessibility.
Sending Best Practices
Always send test emails
Use tools like Litmus or Email on Acid, or simply test across multiple email accounts to ensure quality and compatibility.
Avoid language that triggers spam filters
Phrases like “Buy now” or “FREE!!!” can cause your email to be flagged. Keep your tone persuasive but professional.
Include an unsubscribe link
This is legally required and helps maintain your sender reputation by ensuring recipients can easily opt out.
Use a recognizable sender name and email address
Recipients are more likely to open emails from names they know and trust.
Segment and personalize your lists
Targeted messaging increases relevance, engagement, and conversions. Personalization tokens (like using a first name) can also improve open and click-through rates.
If you’re ready, we can also help you develop a branded email template or review an upcoming campaign. Let us know how you’d like to move forward!
