1. Structure Content for Fast Reading

With most readers skimming emails in under 15 seconds, your message needs to be clear and to the point. Place the most important information at the top and trim unnecessary fluff. Email design should favour function, ensuring consistency across inboxes and improving deliverability.

2. Keep Layouts Clean and Focused

Effective emails deliver one clear message. If you have multiple products or topics, consider breaking them into separate campaigns. Simplify your content and use white space generously to avoid visual clutter.

3. Leverage Links for Additional Info

Instead of cramming in all the details, start with a short, compelling intro. Then, direct readers to your website for more information. This keeps your email concise while still offering depth for those interested.

4. Use a Single-Column Layout

Stick with a one-column format for clarity and better mobile compatibility. Use dividers, headings, and bullet points to break up content and guide the reader’s eye, making key points easier to digest.

5. Reflect Your Brand Identity

Reinforce brand recognition by placing your logo or name prominently at the top. Stick to a consistent colour scheme—ideally one or two colours—to keep the design clean and on-brand.

6. Align Content with Purpose

For minimal content, such as a single image with a short message, centre alignment creates a balanced aesthetic. When dealing with more text, opt for left alignment to improve readability and flow. Keep alignment consistent throughout the email for a cohesive feel.

7. Prioritise Readability

Set body text between 12px and 18px. Use 12px for text-heavy emails to maximise space, and 18px for shorter messages where impact and clarity are key. Choose easy-to-read fonts and ensure sufficient contrast between text and background.

8. Craft Clear, Compelling CTAs

Calls-to-Action should be bold, direct, and easy to find. Use phrases like “Buy Now” or “Sign Up” and limit yourself to one or two CTAs per email to avoid overwhelming your readers. Highlight CTAs with distinctive colours or buttons, and give them enough space to stand out.

By applying these best practices, you’ll be well on your way to creating clean, compelling email campaigns that drive engagement and deliver results.