The Complete Guide to Email Design 2022

A well-designed email can aid in breaking the ice between potential viewers and get their attention straight off the bat.

If you have the perfect style, you'll be able to draw the attention of your readers engage them and encourage them to click "buy right now" for your item or service.

If you're not quite sure the definition of good design- don't worry. This is what we'll discuss in this guide. Specifically, we'll teach you ways to improve your email design and give you examples of 26 that will inspire you.

What is it that makes an email layout Excellent?

Over 90 percent of the United States population currently utilizes email. Therefore, there's no anyperfect way to design an email which will please everyone.

But, some universal concepts can help you consistently make your emails more effective. They are often referred to as "the three Cs."

• Straightforward: the objective of the email is evident straight away
• Captivating: the email grabs the reader's attention and piques their curiosity.
• Creativity: the email is distinctive and distinct from other marketing emails

Let's take a look at an example that has won awards to get a sense of what the three Cs look like in real life.

This marketing email from HP Instant Ink won an IAC Award for "Best Technology Email Message Campaign" by 2021.

The logo for Instant Ink as well as the headline emphasise the concept that ink is delivered at your doorstep.

It's captivating -- with a mix of illustrations, shades, and a stunning illustration, it will grab your interest.

It's innovative, and not just focusing on the cartridges for ink, but rather it's the way the service is delivered to your door.

It doesn't take an amazing concept ever to come up with an appealing layout. Consider evaluating the content of your emails and finding things that can be improved.

Consider:

• Your email's performance to the 3 "C's"
• Whether your emails help you achieve the goals you set for yourself

In the process of creating new emails and campaigns, you should continue to build on what you've learned.

Also, we've covered you with tips and best practices you can start using as soon as you're beginning from scratch.

11 Crucial Email Design Best Techniques

1. Create a strong subject line

2. Stay On-Brand

Your design for your emails affects how consumers view your business, and it's crucial to consider each design element carefully. The design elements are logos, colors, fonts, layout choices pictures, videos and infographics.

3. Keep It Simple and Focused

The complicated layout of emails can be confusing for people, and when they are confused, they hit the "back" buttons. You should embrace a simple, clean and minimal design for your email communications.

Also, you should make use of the same layout and brand in all emails to ensure that the recipient knows what to expect.

4. Spur Engagement

5. Allow Your Content to Breathe

If you fill every square inch of the reader's screen, readers won't be able to tell where they should look. Make use of separators and white spaces in order to attract their attention to your content and emphasize important elements like your CTA or image of the product.

6. Follow an Information Waterfall

An information waterfall (sometimes called an information pyramid) is a way to present your most crucial information and your least important details at the top.

7. Use Responsive emails

8. Make sure that accessibility is maintained

If you want to maximize your reach -- and satisfy accessibility guidelines and laws -- it's essential to take into consideration how individuals with dyslexia, color blindness or visual impairments could be able to perceive your email marketing. In order to make your emails accessible, use accessible fonts for dyslexia, alt text, colorblind-friendly colors, and basic text that screen readers (like the KNFB Reader) can read aloud.

9. Improve Performance

10. Include an unsubscribe link

Many regulations mandate the inclusion of an unsubscribe hyperlink. For instance, the Federal Trade Commission's CAN-SPAM law (Controlling the Affliction of Non-Solicited Pornography And Marketing (CAN-SPAM)) is just one of the laws.

In order to ensure that people are able to unsubscribe without difficulty, you must include a link that's clear simple to navigate and prominently displayed.

11. Use Email Authentication

Examples of Good Email Design

Making a high-quality and creative concept by hand isn't simple, even if you're naturally imaginative. The good news is that you don't need to start with nothing.

This section will break down some of the best design for email, and highlight the things we love about them.

Welcome E-mails

Ipsy

Ipsy's welcome mail is an excellent illustration of an excellent introduction. We like the following about it:

• Ipsy's named its email newsletter "refreshments" (which makes it seem more like a club rather than a marketing email)
• Ipsy's email offers the reader an unbeatable self-care kit
• Ipsy matches the color of the background, image, as well as the packaging of their products

Under Armor

The welcome emails from Under Armor work because the marketing team chose images and words inspired by its products. We have a few more items we love:

• The logo of Under Armor is the first thing that you will see
• The color palettes in the pictures are in harmony and help make the email appear more appealing.
• The visual hierarchy of emails makes it look interesting

Beefree.io

While technically not a welcome email, this BeFree confirmatory email just so awesome that we decided to include this one here. Why? This email is a perfect example of what's possible with BeeFree's design software. We have a few more ideas we like:

• The animation is adorable
• The pastel shades are lovely but they aren't childish.
• BeeFree provides hyperlinks to BeeFree's social media sites.
• BeeFree utilized its software for the email design

Peloton

Peloton's welcome mailer has many paragraphs of text, however it's not cluttered because the use of white space is effective. It also looks nice for the following reasons:

• Peloton used symbols to draw the reader's eye to the "resistance" as well as the "cadence" sections
• Peloton starts its email with an image that gives the impression of a community
• The email explains what the Peloton application does, and also teaches the reader how to use it

Evernote

The welcome emails from Evernote serve two purposes to welcome the subscriber as well as helping them download an app for free. Evernote App. It also has a few advantages, including:

• The email also contains a link to Evernote's introductory resources
• The Evernote CTA button is green and is in line with the color of Evernote's branding.
• Evernote has provided a direct link to customer service for customers having issues installing the app

Cart Abandonment Emails

American Giant

American Giant's cart abandonment mail is a fantastic design of a fashionable style in black and white that looks lively. Also, we like the fact that:

• American Giant shows the reader the item in their cart
• American Giant links to its social media channels
• The text in the email is preheader efficiently.

Gerry's

Gerry's emails are the vibrant contrast to American Giant's. This is what we love about it:

• The recipient is identified via name.
• The colors are enjoyable, but not overpowering.

Stetson

Stetson's email has a customer-friendly variation that is effective: the offer of free shipping. Here are some more things we enjoy:

• Stetson employed its colors of its brand throughout the email
• The email links the reader to the relevant categories of stores
• The CTA emphasizes scarcity with the words "while supplies last"

Newsletters

Shuka Design Bureau

This newsletter from Shuka Design Bureau is an outstanding example of a clever newsletter. This is what we like about it:

• The mail features a captivating comic
• The copywriting fits the theme of the comic
• The comic uses vibrant colors as well as a distinctive aesthetic style.

Emails about Acid

Email on Acid's newsletter also has a distinctive method of operation. We like:

• The newspaper's theme in the email
• The use of white space in order to break up text
• The color scheme is black and white.

Increase

Increment is taking a cleaner approach to its newsletter design. We love:

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• The way Increment uses questions to incentivize the reader to press "Read the Issue"
• That Increment has named this issue of its newsletter "Containers" to give it a theme
• The space-themed trippy header image is aligned to the overall theme

Holiday Mailers

BarkBox

BarkBox's "happy birthday" email is a way to upsell clients by providing them with a unique product (a birthday cake made for dogs). We love how unique this approach is, as well as:

• Fun language like tail-waggin delights
• The way it clarifies the cost along with the deadline and the expectations crystal clear

Gantri

Gantri's email cleverly presents the user with a dilemma ("still searching for that best gift" and presents it as a Gantri card as the solution). It also has the following features:

• This email highlights the advantages of the Gantri card.
• The positioning of the CTA directly under the header that is focused on problem

Judy

Judy's mail takes a completely different approach than BarkBox or Gantri her emails, since Judy's seeks to create a bond with the readers. We like it for the following reasons:

• The font's size is large and the layout highlight the header
• The mail includes women of different backgrounds in the headshot image.
• It makes use of white space in order to draw attention to the text

RXBAR

RXBAR's Halloween email is spooky and fun. We love that

• The headline is a playful spin of "trick or treat"
• The email includes relevant hyperlinks at the top.
• The style is based on the iconic Halloween images like Frankenstein's nails, bats, and pumpkins

Emails for Digital Products

Emails for digital products have proven to be extremely effective for sales since customers are given access to your product or service within minutes following their registration via the CTA link. They are typically designed to convince people to buy immediately.

Postable

The email sent by Postable does the trick because it tackles the issue of readers: old addresses for the holiday season. It also works because:

• The Postable's CTA will be the very first item that a user gets to know.
• The email also includes a picture of the Postable application.
• Use of white space in order to emphasize the main objective -- getting a user to update their address

MarkUp

The email sent by MarkUp is great since it instructs readers on how to make use of MarkUp while selling them the program. We also love it because:

• MarkUp used icons to accentuate the copy
• MarkUp's application is the first thing you'll see
• The CTA is located above the fold.

Typeform

It works with Typeform's emails because it opens with the company's Unique Selling Point (USP) - "a innovative way of using videos in marketing." Also, we like that:

• Typeform showcases examples of their video marketing
• The email uses an accessible font
• Hierarchy is used to pull the eye of the viewer.

Sales Emails

GoPro

The CTA in this email from GoPro works well because the structure of the text makes it the second thing readers will see immediately following "price drop." We appreciate it for the following reasons:

• GoPro utilized a similar colour scheme in the emails
• A massive product image highlights the products
• The email includes two deals that include free shipping, and an offer with a cheaper price

MCM

The sales message by MCM is a great example of how the image is used instead of chunks of text to market the bag. We also like that:

• The image featured in the article is a combination of illustration and photography.
• The CTA button is distinctive.
• The email contains links to shops within the header

Modern Mammals

The sales message from Modern Mammals works well because it shows the product in motion over static shots. Also, we like the fact that:

• The background image matches with the packaging of the product.
• The text focuses on the product's USP

Testimonial & Review Emails

Reviews and testimonials ask readers to do a favor which is why they need to increase loyalty in order to encourage readers to write an online review.

G2

G2's "review it now" message is convincing since it makes the user feel like they can help others by completing their review. We also like that:

• G2 has a variety of reviews in the pictures (not just positive ones)
• G2 keep the email brief
• The CTA is descriptive.

Target

The Target email is customized to every customersoliciting reviews as well as helping customers who are unhappy to contact Support. We also like that:

• Headers are used in emails as a way to distinguish content blocks
• The image shows the purchase of the user with an image

Bite

This review email by Bite is unique in its strategy, since it provides to show the reader reviews from other users. Also, we like the fact that

• Bite employed a variety of shades of green in order to create an order
• Bite links to its "about us" page.
• Bite incorporates its product into the photo

Emails for Branding

Emails for branding communicate what's the "ABC" about your organization that includes your identity as a brand the mission statement, as well as USP. It is essential that they create a strong interest in your company's brand.

Thinx

This brand-new email from Thinx captures the reader's attention by inviting them to meet an employee (Morgs). We also like that:

• Thinx used a suitable matte color palette
• Thinx designed the copywriting of its email around its brand and mission

Wisp

The branding emails from Wisp can be effective as it aids potential customers navigate their offerings. We also like that:

• Wisp employs questions to capture the reader's attention
• Wisp provides links to its "community favs"
• Wisp employs an image that blends in with the background of the email.

How to Create Your own email design

After you've been able to see 26 examples of great email design, it's time to put that newly-trained sense of design into action. There are three methods to come up with your ideal email design:

1. Utilize Email Marketing Software

You can easily use their templates as well as drag-and-drop builders in order for creating your personal design.

  Pros:  

• Quick and easy
• The text can be changed pictures, text, and the most important elements of the template
• It is a given that your design will work on desktop and mobile devices.
• It is possible to use the same template multiple times
• There is no need to shell out extra

  Cons:  

• These templates are designed to appeal to large audiences (so they won't necessarily match the brand's other elements)

2. Utilize a dedicated Email Design Tool

Email design software tools offer email templates and unique capabilities to design a unique layout. Stripo, Chamaileon, BeeFree as well as Postcards are all great choices.

  Pros:  

• It is very simple for those who do not have a design background make use of
• They have thousands of templates (so it's simple to locate the one that meets your requirements)
• Full customizability -- change the layout, colors, images, style, and even the text
• Many templates are responsive to mobile devices.

  Cons:  

• It is possible that you will have to pay to access these tools
• You'll need to download your template, then import it into your marketing software for email (or integrate it if available)

3. Create a Custom Design

You can also create a custom email design from scratch with a tool like Adobe InDesign, VivaDesigner, Scribus and more, or create it using HTML and inside CSS.

  Pros:  

• Your design will be original
• Full flexibility
• Your layout is mobile-friendly, and that your photos are top-quality

  Cons:  

• Design software is expensive
• Very time-consuming
• The design must be strong background

Summary

As of 2020, there were more than 4.03 billion email users across the globe who were able to send and receive 319.6 billion emails each day. Naturally, standing out in your email subscribers' inboxes can be a challenge.

This is why a well-designed email is essential. In order to grab the attention of your recipients, it is the first step in building a relationship with prospects, increasing sales and reselling to your customers effectively.

To master good email design, make sure you:

• Use white space for emphasis
• Create high-quality images that attract the reader's attention
• Utilize clear copy particularly in your headers and CTA
• Utilize a top-down method to prioritize information
• Get creative

We'd love to know everything you can about email design. Which of these designs did you like the most What do you do to make unique emails for your company? Tell us your thoughts in the comments below.

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