In 2025, Statista predicts consumers will send over 376.4 billion emails daily. With a population of approximately 8.2 billion people, that works out to 46 emails for every person. What does that mean for your email marketing efforts? You have a lot of inbox competition — so making your email stand out is vital if you want clicks and conversions.
The right email design can make a big difference in your marketing efforts. Every little detail counts, from subject lines to graphics, layout, and typography. Each takes up valuable real estate in your marketing message, so you want to make the most of what you’re working with. With the right combination of email design, messaging, and best practices, you can craft emails that grab your reader’s attention and inspire them to take action.
Why is email design important?
With so many emails entering your client’s inbox daily, you want to stand out amongst the crowd. When subscribers open up a lackluster email their attention drops and you might not receive the the follow-up actions you’re hoping for. Instead, your recipient will quickly scan the message and then move on to the next one. That’s not what you want. And it’s not why you worked so hard to build an email list of enthusiastic subscribers.
You can quickly capture your audience’s attention by incorporating a little style into your message. A fun graphic, exciting layout, and clear links can make a difference in whether your email hits the mark or ends up in the delete pile.
Understanding your target audience
Before emailing your subscribers, it’s helpful to figure out their pain points and motivations. Knowing what resonates with them — and how your brand can fulfill their needs — can help you craft your email. To understand your target audience, consider their demographics, shopping behaviors, interests, and previous interactions with your business. You can lean on those details as you design your email and draft its contents.
Most brands segment their audience into different groups. Segmentation allows you to send emails that speak to each group, which feels a little more personalized than a single email blast. You may find an email segmentation strategy enhances your results. And when you combine it with excellent email design — well, let’s say that’s gold!
Using your email marketing goal to inform design
Another aspect to think about before designing a marketing email is your goal. What are you hoping to accomplish from your message? Do you want to encourage recipients to buy something? Are you providing informative content to establish your credibility? Do you want to confirm a recent order or notify a customer of their abandoned cart?
Every goal requires a different email design. For instance, an informational marketing email might highlight recent blogs or articles and include short summaries with links to the content. But a sales-oriented email will probably include visuals of your products and a highly visible link for customers who want to buy them.
Types of email marketing
There are many different ways you can use email marketing. Consider these ideas.
Welcome emails
Sending a welcome email is good practice whenever someone subscribes to your email list. In your welcome email, you can thank your new subscriber for joining and provide them with a little information about your brand.
Promotional
A promotional email is just what it sounds like — an opportunity to promote your products or services. You can use promotional emails to advertise upcoming sales or new items you want your audience to know about.
Birthday and anniversary
Does your company, organization, or subscriber have an upcoming birthday or anniversary? Recognize their big day with a message. Including a little bonus, like a token gift or discount, may encourage them to engage with your brand.
Learn more: Create an Anniversary Email for Your Favorite Donors
Event
Is there an upcoming event you think your subscribers will enjoy? Spread the word through event email marketing! Include a few details so they know how to participate.
Transaction or confirmation
Did your subscriber recently purchase something from your organization? If so, send an email confirming their purchase and any other important details, like shipping information.
Elements of a good email design
There’s more to a marketing email than words. Carefully designed marketing emails combine layout, typography, and visuals to capture the eye and hold the recipient’s attention.
Layout
A nice, clean layout is easy on the eye, and your recipient can easily view it on a PC or a mobile device. Generally, most brands follow a simple structure with a header, central message, and footer.
The header includes things that establish your brand identity, like the company logo and a link to your website. The central area comprises your visuals and content, while the footer contains your contact information.
Color
The use of color appeals to the reader’s emotions. Each color represents a different emotion, which you can use to influence the reader’s behavior. Of course, you’ll also want to be mindful of your brand’s colors and logo. Using colors that complement your brand identity while appealing to the reader’s emotions is a good idea.
Here’s what each color represents, according to color psychology:
- Blue: Serenity, tranquility, peace
- Red: Energy, power, passion, love
- Green: Purity, nature, health
- Brown: Wisdom, respect, stability
- Orange: Communication, positivity, cheerfulness
- Yellow: Happiness, energy, intellect
- Pink: Vulnerability, hope, optimism
- Purple: Luxury, nobility, creativity
- White: Innocence, cleanliness, safety
- Black: Mystery, strength, elegance
Shapes
You might incorporate shapes in your email for a bit of extra flair. For instance, you can use arrows or triangles to drive the eye to specific messaging elements, such as links or calls to action.
Typography
The typography of your email plays a vital role in messaging aesthetics and readability. It can capture the reader’s attention and create message sections. For example, you might use large font headings to separate text into sections. Decorative text, like serif fonts, give an air of sophistication to marketing messages.
Images, GIFS, and video
Visuals support your email’s copy, helping you engage your audience and make an impression. You can use all types of visuals in your marketing emails, including high-quality photos, fun GIFs, emojis, and descriptive videos.
Buttons and links
Buttons and links embedded in email copy allow readers to click and take action quickly. You can include links to a landing page, your website, and other relevant content. It’s good practice to highlight links or use large buttons so they’re clearly visible to subscribers.
Email design best practices
What can you do to truly optimize your marketing emails? Try following these email marketing design best practices:
1. Stay on brand
Think about some of the biggest companies you’re familiar with. Starbucks and Apple might come to mind. And you know what? Both brands use very recognizable design elements in their emails. For Apple, you can expect the Apple logo and a minimalistic approach to copy and color. Starbucks emails include the company’s familiar green and white logo and images of its drinks.
You can apply the same approach to your email design. Include your company’s logo, and select complementary colors and images that align with your products. Over time, your subscribers will recognize your emails simply through their appearance.
2. Aim for clean and concise
An email isn’t the place for a ton of longform content. Use email newsletter design principles to create simple and informative messages. Feature links to blogs, product pages, and events and include your newest updates. Keep messaging to a few lines at max, and include graphics and links to get your point across. Your readers can click if they want more information.
3. Personalize your content
The more personalized messaging you send, the better. Including the reader’s name is a good start, but you can also cater your content to their interests or shopping behaviors. For instance, if you’re sending an abandoned cart email, include pictures of the items they looked at previously to create a personalized experience.
4. Use a mobile-first design
Many of your readers won’t open your message on a PC screen. Instead, they’ll see the email on their smartphone or other mobile device. By formatting your emails using a responsive design that’s viewable on all devices, they won’t have to work hard to view your message.
5. Make content accessible
Some of your subscribers may have disabilities or impairments that make it difficult to view your email. Limited vision can make it hard to view small print, and flashing images or graphics may be dangerous for photo-sensitive individuals. Try accommodating your subscribers using large fonts, including lots of space between lines, and avoiding repetitive, animated GIFs.
Email design inspiration
Designing your first marketing email is fun, but you may want some inspiration. Here’s a trick — sign up for emails from a few brands you like and see how they design their messages. You can pick companies outside your industry or choose a few competitors (or both)! Of course, you want to set yourself apart and establish your own brand identity, but getting an idea of how other brands use marketing emails can help you establish a strategy and create a definitive email template design.
Great email design examples
Here’s a look at some brands that know how to leverage email design practices and what makes them stand out.
GoNanas
This marketing email from GoNanas uses a straightforward email header design. It breaks apart the content into two sections with large font headers, plus a shorter section with a descriptive summary of the product. At the bottom is an engaging call to action button for subscribers who decide to purchase.
Ray-Ban
Ray-Ban’s email includes bold headings and a stunning image to capture the recipient’s attention. Notice its use of color — the white glasses nicely complement the headlines and brand logo.
Taco Bell
Taco Bell’s email begins with a header featuring its logo and helpful links. The word “Drops” is incorporated with a typography twist to add a unique spin to the design.
Everlywell
Everlywell incorporates color psychology into its messaging. Notice the use of green, which is associated with health — perfect for a healthcare company.
Use data to drive better email designs
How do you know your email design is working? Check your analytics. Compare and contrast your results from each email you send to see which types perform the best. You can also try different designs to see which best captures your audience’s attention. For instance, if emails with high-quality photos perform well but text-only content doesn’t, you know your audience likes visuals. Similarly, you may play around with length to see if longer or shorter content performs better.
Heat maps
Email heat maps show precisely how subscribers interact with the different elements of your email. With a heat map, you’ll see the content they scrolled, clicked on, or spent a more extended time reviewing. You can use a heat map to see which email elements are the most important to subscribers, helping to improve your future messaging strategy.
Learn more: Constant Contact’s heat map feature
Best email design tools
When sending marketing emails, you need software to optimize your email design. Constant Contact provides the flexibility and features you’re looking for. With Constant Contact, you can easily create a no-code email using a drag-and-drop email builder, no tech skills required! It’s a simple way to craft professional emails that resonate with subscribers.
However, you’re not limited to drag-and-drop. If you prefer more customization, you can design your messages in HTML. Constant Contact can even create your emails from uploaded PDFs, which you can edit and save as a messaging template.
Constant Contact makes it super easy to stay on brand BrandKit. Through BrandKit, you can add your brand’s logo, color scheme, images, and other visuals so your email design remains consistent.
Start designing beautiful emails
You’ve got the know-how to get started, so it’s time to create your own stunning marketing emails. Consider the different design elements, including layout, color, visuals, and links, and incorporate them in your email design. Remember to stay on brand and choose a mobile-friendly template, so all your subscribers can easily read your message. To learn more about designing professional marketing emails, download our Anatomy of a Perfect Email infographic.
