Email Marketing

Best Practices for Email Visual Design

Keep It Simple

  • Respect Your Reader. Don’t waste his time and attention. Get to the point quickly, instead of burying the value under a mountain of greetings and headers and photos.
  • Design with a Goal in Mind. Know why you’re sending the email and what result you want to achieve.
  • Make it easy for your viewer to do what you want. The design should enable the desired behavior.
  • Make it relevant and interesting to the viewer.

Be Mobile Friendly

  • 38% of Americans own a smartphone1
  • The majority of 25-34 and 18-24 year olds now own smartphones (64% and 53% respectively)2
  • 77% of mobile internet users visit email sites3
  • Design for touchscreen mobile devices.
  • Ensure content is readable on a full range of devices. (smartphones, tablets, etc.)
  • Consider using style sheets that will adjust size of images and text to be optimized for screen size.
  • Consider landing pages, corporate social networks, forms and other Web pages

Integrate Social Media

  • Create social sharing options on emails by putting links to Twitter, Facebook, LinkedIn, Delicious, Digg, etc.
  • Include a Facebook “Like” button in the header of your email newsletter.
  • Post a link to an email or newsletter on your social media pages.
  • Use your Facebook, Twitter, or LinkedIn status to publicize your email newsletter.
  • Use a widget or app to add an email newsletter signup forms to your blog and social media pages.


  1. Nielsen, App Playbook (Q1 2011)
  2. Nielsen, State of the Media: Mobile Media Report (Q3 2011)
  3. Nielsen, Mobile Media View Internet, All Carriers (August 2011). Mobile Internet refers to the use of a Web browser on a mobile device.
  4. Nielsen, Simultaneous Usage (Q2 2011)
  5. NM Incite, State of Social Media Survey (April 2011). Parents = Have Children <18
  6. The Radicati Group, Inc., Email Statistics Report, 2011-2015
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