The document outlines top tips for effective email design by senior designer Stephen Hill, covering aspects like branding, subject lines, and layout. Key recommendations include keeping emails concise, ensuring a good text-to-image ratio, and including essential links in the footer. It emphasizes responsive design and the importance of engaging recipients through a clear call to action and personalization.

1. Top Tips for Effective Email Designs
Stephen Hill, Senior Designer

2. BRAND BOOST

3. 1. FROM NAME Include your brand name in the from name…

4. 2. SUBJECT LINE Your subject line should be short,
informative and instantly recognizable…

5. 3. LOGO Make sure your emails echo your overall
company brand…

6. PRE-HEADER & HEADER

7. 4. SUPER SUBJECT LINE
A few email clients
e.g. Gmail, Outlook,
iPhone etc… show a
snippet of preview
text….

8. 5. HOUSEKEEPING LINKS
The 3 most important
links in an email are
the Web View, Safe
Senders and
Unsubscribe links...

9. 6. DESIGN FOR THE PREVIEW PANE
The top of the email is without doubt the most valuable area in engaging your
recipients, so be sure to use a strong typed call to action…

10. LAYOUT & IMPACT

11. 7. EMAIL WIDTH
The overall width of
your emails should not
exceed 650 pixels in
width…

12. 8. PERSONALISATION
Too many images in an
email is the tool of the
spammer, so be very
careful to keep ratio of
images to text at an
acceptable level…

13. 9. TEXT2IMAGE RATIO
Data is key to a
successful email
campaign and it's been
shown that personalized
emails can improve
click-through rates by
up to 14%...

14. 10. BULLETPROOF BUTTONS
Make sure your
email has the
same impact
with images off
as it does with
images on...

15. COPY & CONTENT

16. 11. SHORT & CONCISE Keep copy short and concise.
Don’t use 12 words when 4
are enough…

17. FOOTER

18. 12. SOCIAL SHARING
Make it as easy as possible for
your audience to share your
email by including social
sharing links and / or
‘Forward to a Friend’ options...

19. 13. SUBSCRIPTION REMINDER
By jogging the recipient's memory they are not only less likely to complain, but
they're also more likely to stay subscribed...

20. 14. UK COMPANIES ACT LAW (2007)
Include a company name, registered company postal address and a valid working
email address on all footers to comply with the UK Companies Act law...

21. RESPONSIVE EMAIL
DESIGN

22. 15. SINGLE COLUMN
Designing mobile devices first
makes you focus on the most
important. Never has it been
more important to cut the
waffle and to make your
message succinct, clear and
easy to action.

23. Any questions, please contact:
Stephen Hill, Senior Designer,
stephen.hill@communicatorcorp.com