Did you know the human brain processes visuals 60,000 times faster than text? This means your email design is your biggest opportunity to captivate your audience within their 8 second attention span before losing them completely. In this presentation we’ll cover specific email design techniques to stand out in a saturated inbox and increase engagement rates by up to 73%.

1. 8 principles of
good email design
SketchDeck + Dyspatch

2. David Mack
CO-FOUNDER SKETCHDECK, CMO
Alison Fisher
HEAD OF MARKETING, DYSPATCH
2

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8 principles of
good email design
Timeless approaches, trends
and new technologies

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The types of emails
Transactional updates Promotions Newsletters
Your design is going to be tailored to the content:

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Principle 1:
Envision for the
little screen
Mobile first isn’t just a
marketing cliché, it’s a
powerful creativity-prompting
constraint.
What beautiful things can you
do with this little space?

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Principle 2:
Be generous
with white
space

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Principle 3:
Start a
conversation
We like to think of emails
as the start of
something—getting
someone to follow a
promotion, or dive deeper
into content.

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Principle 4:
Try the
dark side

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Principle 5:
Design to
convert

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Principle 6:
GIF your
audience a show
Challenge your “still life”
mindset and look for places
to make your email into a
living, breathing GIFy work
of art.
Source:
https://www.pinpointe.com/blog/everything-need-know-adding-video-email#:~:text=Yes
%2C%20you%20can%20embed%20videos,play%20within%20the%20email%20itself.

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Principle 7:
Bring it to life
Stand out from other
brands by adding live and
interactive elements:
• Inline reply forms
• Live polls
• Carousels
• Videos
• Expanders
Source: https://in.pinterest.com/pin/195273333829122562/?nic_v2=1a1fpr7t7

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Principle 8:
Buttons work
best
Don’t get creative here: A
traditional button design
converts best. And
placement matters too!
Source: https://www.crazyegg.com/blog/high-converting-cta-buttons/

13. SKETCHDECK.COM
Q&A