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8 Core Principles of
Email Design
To Drive Your
Email Marketing:

An infographic guide

1

The process of creating

On brand
Emails

Great emails serve as clear reflections of the brands behind them. A company’s design and branding elements should be baked into every element of the email. Both the client and their agency should work in collaboration to develop a design style guide that not only speaks to the brand, but also resonates with the target customers.

2

Constant
experimentation

Your email template is a blank canvas. Go ahead and experiment with new styles, creative elements, copy structures, and more to ensure that content along with look and feel is always fresh and exciting.

3

Design
Principles

Great emails serve as clear reflections of the brands behind them. A company’s design and branding elements should be baked into every element of the email. Both the client and their agency should work in collaboration to develop a design style guide that not only speaks to the brand, but also resonates with the target customers.

A. Colour Palette

Colour is an intrinsic part of your branding. Great emails always incorporate your colour palette.

b. layout

Layouts are the structure on which the email rests. Regularly test and experiment with interesting layouts to create unique emails. There’s nothing worse than falling into a rut of boredom.

C. CTA BUTTONS

Yep buttons. They are what ultimately drives the reader to your preferred action. Make certain your emails have a clear Call-To-Action to increase the probability of conversion.

D. Quality imagery

Great images = great emails. Don’t skimp here. Use the highest quality images that speak to the content and ensure your brand looks professional and serious.

4

4

Use of
animation

The use of animation is one of the most exciting features that email allows. A simple email comes to vibrant life with a cleverly done GIF or cinemagraph!

Side note: Be careful with GIFs! Too many in one email, and things start looking like the New York City’s Times Square at night.

5

Eye Catching
subject lines

The success of email hinges significantly on the effectiveness of the subject line. Avoid generic phrases such as “Click here” or “Open to know more”. Treat the subject line as the trailer of a great story about to unfold. Aim to tease and delight, while piquing the audience’s curiosity just enough to get them to open the email. An opened email is half the battle towards an email that converts.

6

Engaging
BEFORE selling

Great emails don’t belong in the “spam” folder. For better open rates and minimal chances of spam hell, avoid a relentless pursuit to sell. Warm up to the value of nurturing and engaging an audience by following the guideline of entertain: inform: sell

7

The art of
Inspirational copy

Great copy is at the very essence of a great email. Sometimes all you need is some witty, clever, or beautifully crafted text to get the message across. Find a way to make the business of promoting a product sound like the art of entertaining and engaging. And of course don’t be afraid to throw in a pun or joke for readers to enjoy.

8

Mobile
friendly
design

Almost 65% of all emails are read on mobile phones. So it’s crucial to have a mobile friendly and responsive email layout. Most ESPs provide an option to preview emails on a mobile device so you can make sure that all the creative elements render well on a desktop as well as a mobile screen.