Want to improve your email marketing design and create campaigns that look great on any device? Whether you’re using Mailchimp, Klaviyo, or another email marketing platform, design best practices remain the same. Use these 5 tips and craft optimized emails like a marketing pro.
Structure Emails Hierarchically
A well-structured email makes it easy for readers to absorb key information at a glance. The most important message should be front and center, using larger fonts or bold formatting to stand out. Typically, this means starting every email with a large heading or even a colorful header image.
Before you design an email, ask yourself: What action do I want readers to take? That action—whether it’s signing up for an event, watching a video, or making a purchase—should be the focal point of your design.
A clear hierarchy also improves readability and scannability, which is essential for subscribers in a hurry.
Use Consistent Fonts and Colors
Your email design should reinforce your brand identity. Keep things cohesive by using the same colors for buttons and links throughout your campaigns.
Choose 1-3 fonts and apply them consistently—such as one font for headings and another for body text. Mailchimp and Klaviyo both allow you to set brand colors and fonts within their design tools, making it easier to maintain a polished, professional look.
Keep Text Concise
People skim emails in seconds, so keep your content short and to the point. If a paragraph runs longer than four lines, break it up with line breaks, subheadings, or bullet points. Shorter sentences and clear formatting make your emails easier to digest, especially on mobile devices.
Sometimes, it takes a few passes to make your email as concise as possible. Try writing out a draft and leaving it alone for a few hours. When you return, read through and consider every word. If you can shorten a sentence in any way- Do it! This can be a tedious process, but it will pay off for
Use Engaging Calls-to-Action
In email, a call-to-action (CTA) is the text found on a button or text link. Even for nonprofits who aren’t selling anything, all emails should have one primary CTA. This conveys the next step your subscribers should take, which could include donating, buying a product, reading an article, and many more.
The CTA text itself should tell subscribers exactly what to do—without being forceful or overly generic. The best CTAs are:
- Short (around 3 words)
- Actionable (starting with a verb)
- Clear (avoiding vague phrases like “Click here”)
For example, instead of “Learn More,” try “Discover Our Mission” or “Start Your Free Trial.” Challenge yourself to include at least one button CTA and one text link in every email, so readers have multiple opportunities to engage.
Follow Accessibility Best Practices
Great email marketing design is accessible to everyone. Keep these best practices in mind:
- Use alt text for images so screen readers can describe them.
- Ensure high color contrast between text and background for readability.
- Underline links and avoid using only color to indicate clickable text.
- Review your email in dark mode to ensure all elements remain visible.
Take advantage of preview and test email features in your email marketing provider, and check out resources like Litmus’s ultimate guide to accessibility. To ensure color contrast, bookmark a simple contrast checker like Coolors.
Get a Beautiful Email Design from Pure Firefly
Need a custom email template that’s professional, engaging, and easy to use? Pure Firefly specializes in email design for Mailchimp, Klaviyo, and beyond. Whether you’re looking for a one-time template or a complete email marketing refresh, we can help. Contact us today to get started!