Email Design

Email Design That Makes Your Message Easy to Read

Good email design helps readers understand your message and find the next step, whether they open it on a phone or a desktop. Explore practical advice on layouts, images and calls to action, with attention to accessibility and a consistent brand identity. Create marketing emails that are easier to read and more comfortable to use.

Best CTA Design for Email Marketing

Is There an Optimum Design for Email Marketing CTAs? Short answer: No single CTA design wins every time. What works depends on your audience, your offer and the context of each campaign. The only reliable way to improve performance is to test deliberately and continuously. Why “Good Enough” CTAs Quietly Cost You Clicks? It’s easy … READ MORE »

Email Marketing Can Learn from The Observer

A curious thing happened recently. A major cultural figure passed away (Tom Stoppard). Front pages reflected it — as you’d expect. Except one. The Observer gave its cover over to the story… and then chose to focus its editorial on something else entirely: A change in typeface. There’s a lesson in that. And not a … READ MORE »

Are Your Marketing Emails Accessible?

Here’s a question most don’t ask: Can all your subscribers actually read your emails? Not skim. Not struggle through. Read them — comfortably. Because if they can’t, they won’t. And if they won’t, they’ll leave. Accessibility Isn’t Optional There are established guidelines for digital accessibility, including the WCAG standards. They exist for a reason. Not … READ MORE »

How to Manage Email Marketing Design Changes

Redesigning your email marketing can feel like progress. New look. New energy. A sense of improvement. But here’s the uncomfortable truth: Most of your subscribers won’t notice. And those who do may not like it. That doesn’t mean you shouldn’t change anything. It means you should change carefully. Start with the Only Question That Matters … READ MORE »

Using Familiarity in Email Marketing

People don’t always choose what’s best. They choose what they recognise. You can show someone a better tool, a faster option, or a safer alternative — but if it feels unfamiliar, they hesitate. More often than not, they go back to what they know. That instinct matters in email marketing more than most realise. Because … READ MORE »

Why Email Clients Don’t Follow One Standard

If you've ever designed an email that looked perfect… then opened it in another onbox and winced — you're not alone. That lack of a universal standard across email clients is one of the biggest frustrations in email marketing. And it's not going away anytime soon. Why Isn't There A Universal Email Standard? In theory, there could be. … READ MORE »

Consistency in Email Marketing Builds Trust

When I was roped into watching Jumanji: The Next Level, I realised something important about email marketing. The film was shiny, well-acted, and technically impressive — but it felt almost identical to the previous one. And that’s exactly why fans loved it. They didn’t want a brand-new story; they wanted familiarity with a few surprises. … READ MORE »

AI Images in Email Marketing: Smart or Risky?

AI tools are changing the way we create everything — from ad copy to entire email campaigns. But there's one area where debate still rages: images. Should you stick with stock photos and brand photography? Or, embrace the shiny new world of AI-generated visuals? The Appeal of AI-Generated Images Think of AI as your creative intern who never … READ MORE »

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