Your ultimate Guide to Email Design Best Practices

Email is not about finding the right images and colours for the message which you want to deliver to your subscribers. Designing the perfect Email is a process that includes everything from choosing a familiar “from” name to crafting the perfect subject line and ensuring your Email does not look like a spam mail. Our below-mentioned tips will help you in designing a perfectly interactive Email that can help you attract more customers.

Pre-header & Header

According to a recent survey, 41% of the businesses don’t optimize pre-headers or snippet text. It is vital to optimize the pre-headers.

Your pre-header is visible in the inbox preview and in the body of your email, or just in the preview pane if you want to save email real estate. Pre-headers provide a valuable context to your subject line and it can help your open rate. Keep it minimum (between 40-70 characters) and to the point. Use this space so that your customer knows why the email is useful to them. Your subject line, as well as your pre-header text, should work together.


Always end your Email with complete details. Make it a point that you don’t hide the unsubscribe button. It should also include links to the main section of your website or key services/product categories if possible. Make it easy for your audience to share your email by including social sharing links and/or ‘Forward to a Friend’ options as this will encourage the viral effect. Lastly, do add a line about ‘Why your recipients are receiving this email?’ to decrease chances of SPAM complains.

Email Layout

You Email should have a standard layout and the ideal Email width is 500 to 650 pixels. We suggest opting for Horizontal layout over the vertical. If you Email has a lot to cover then you may use the table of content and if you have multiple products/categories to display, provide a navigation bar. You can use 4-5 panels of an area for visual highlighting which offers specific eye path for key offerings. You need to use Text and images in a right proportion. Remember, Calls-to-action should be clear & enticing.


Images play a very vital role in designing an Email it is the most convincing part of the body it the right content is displayed over it so make sure your images are sized correctly to avoid squishing or stretching. You need to create them in a way that they can scale up to 599 px. Background images and editable text over it are more convenient to reuse the template and run the campaign again.

Few things to Remember:

  • Use short sentences and paragraphs
  • Make sure you use elements like spacing and dividing lines to distinguish the content sections from one another.
  • To make certain words stand out use bold typeface and sub-headers
  • Use bullet points to showcase benefits.
  • Use web-safe standard fonts such as Arial, Arial Black, Arial Narrow, Comic Sans, Courier New, Georgia, Impact, Tahoma, Times New Roman, and Verdana. However, there are different ways to set up non-standard fonts in an email by providing one of the web-safe fonts as a fallback font.
  • For a decent readability on mobile phones, your font size for body copy is 14 pixels and the title is minimum of 22 pixels
  • Keep a double check on spellings and grammar.

With the right strategy and the email design best practices, you can be confident that you’re sending out emails that are going to bring in great results.

So, are you ready to design an amazing Email for your next Email marketing campaign?  Get in touch with Whiz Solutions for answers to all such questions concerning you.