We’ve all been there—scrolling through our inbox, mindlessly deleting emails that look…pretty lifeless and do nothing to grab our attention. Bad stock photos, overwhelming text blocks, and vague subject lines are a quick way to the trash folder. But here’s the thing: email marketing still works—when it’s done right. At our design agency, we’ve helped clients turn underperforming emails into click-worthy content by focusing on two key things: visuals and messaging. If your email strategy could use a refresh, here are some email design tips for marketing campaigns that not only look great but get results.
1. Start with the Email Strategy, Not the Subject Line
Before you even think about design or copy, ask:
- What’s the goal of this email?
- Who’s receiving it, and what do they care about?
- What do I want them to do next?
Emails that try to do too much—sell, inform, update, pitch—often fall flat. Keep it focused. One goal. One message. One clear next step.
2. Design for Skimmers (Because Most People Are)
People don’t read emails. They scan them. Design accordingly:
- Use headlines and subheads to break up content.
- Keep paragraphs short—2-3 sentences max.
- Use bullet points where it makes sense.
- Add a clear call-to-action (CTA) button that stands out.
Make it easy for someone to grasp your message in 5 seconds or less.
3. Invest in Branded Visuals
Here’s the truth: people feel design before they read a single word.
Using consistent, branded visuals—colors, fonts, illustrations, icons—makes your emails instantly recognizable and professional. It also builds trust over time.
A few visual tips:
- Avoid generic stock photos. Use custom graphics or imagery that reflects your brand personality.
- Use white space to give your content room to breathe.
- Make sure your emails look great on mobile (more than 60% of users open emails on their phones!).
Pro tip: If your brand doesn’t yet have an email design system (think reusable templates, headers, buttons), now’s the time to build one.
4. Match Tone and Visuals to Your Audience
Selling financial software? Sleek, minimal visuals and a confident tone go a long way. Marketing to creative freelancers? You might lean more playful and visual.
There’s no one-size-fits-all. But whatever your brand personality is, let it shine through both the visuals and the copy.
5. Test Subject Lines (But Don’t Overthink It)
Yes, your subject line matters. Yes, you can A/B test them. But don’t fall into the trap of cleverness over clarity. A subject line that says exactly what’s inside often performs better than something vague or mysterious. Making sure your subject line is really targeted at the needs of your audience is critical as well.
Try formats like:
- “How to [achieve something valuable]”
- “A quick tip for [specific audience]”
- “Don’t miss this [exclusive offer/event/download]”
Clarity > clickbait.
6. Make It Easy to Act
Your reader shouldn’t be left wondering what to do next. Whether it’s downloading a resource, signing up for an event, or just learning more, make your call-to-action loud and clear.
Use a button. Make it visual. And repeat it if necessary (top and bottom are totally fair game).
Bonus: Don’t Forget the Footer
It might seem boring, but your footer matters more than you think. Make sure it includes:
- Your logo (small is fine)
- Social media links
- Contact info or a link to your website
- A simple unsubscribe option (please don’t make it painful)
It’s the small details that build long-term trust.
Wrapping It Up
Email is still one of the most powerful tools in your marketing toolkit, but only if you use it intentionally. Great design and thoughtful content don’t just make emails prettier; they make your email marketing campaigns more effective.
And hey, if designing visuals or crafting brand-aligned email templates isn’t your thing, that’s what we’re here for. We’d love to help you create emails that people actually want to open.
Need help building an email design system that fits your brand? Let’s chat!