Email Design Best Practices: Create Emails That Actually Get Clicked
Email design plays a critical role in whether messages get clicked or ignored. This article explains how people scan emails, why mobile-first layout matters, and which design principles—such as visual hierarchy, CTAs, and spacing—help turn opens into clicks.
You’ve spent hours crafting the perfect email copy. Your offer is compelling. Your timing is right. But when you check your analytics, the click-through rate is disappointing.
The problem might not be your words—it might be your design.
Email design follows many of the same principles as web design, but with stricter constraints and shorter attention spans.
The Reality of How People Read Emails
People scan emails rather than read them. The average time spent on an email is just 11 seconds.
Your email must quickly confirm relevance, communicate value, and make the next action obvious.
Start with Mobile-First Design
Over 60% of emails are opened on mobile devices.
Design for a Single Column
Single-column layouts ensure consistency across devices.
Use Touch-Friendly Tap Targets
Buttons must be easy to tap on mobile screens.
Keep Subject Lines Short
Short, front-loaded subject lines perform better on mobile.
Preview Text Matters
Preview text should support the subject line, not repeat it.
Visual Hierarchy in Email
One Primary CTA
Each email should have one clear primary action.
Create an Inverted Pyramid
Guide attention from headline to CTA.
Use Images Strategically
Images should support the message, not distract from it.
Email Layout Best Practices
Put Key Information Above the Fold
Critical information should appear without scrolling.
Use Adequate White Space
Spacing improves scanability and perceived quality.
Consistent Branding
Emails should instantly feel like your brand.
Clear Section Breaks
Make content sections visually distinct.
CTA Button Design
Size and Shape
Color and Contrast
Button Copy
Placement
CTA buttons should be clear, prominent, and action-oriented.
Typography for Email
Font Size
Line Length
Hierarchy Through Size
Typography choices directly affect readability.
Testing Your Email Design
The Blur Test
Email Client Testing
A/B Testing
Test design decisions with real user data.
Common Email Design Mistakes
Too many CTAs
Walls of text
Ignoring dark mode
Forgetting the footer
Conclusion: Design for Action
Effective email design focuses on clarity and action. When hierarchy is clear and CTAs stand out, clicks follow.