{"id":29838,"date":"2026-02-12T10:52:42","date_gmt":"2026-02-12T09:52:42","guid":{"rendered":"https:\/\/acumbamail.com\/blog\/email-design-best-practices\/"},"modified":"2026-02-12T10:52:42","modified_gmt":"2026-02-12T09:52:42","slug":"email-design-best-practices","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/en\/email-design-best-practices\/","title":{"rendered":"Best Practices for Designing Your Emails"},"content":{"rendered":"<p>Effective email design is an essential skill in the arsenal of any designer or marketer. But it&#8217;s not as easy as you might expect; various aspects need to be considered to achieve it without losing your mind. Moreover, a newsletter is not just for informing and\/or entertaining but also a good opportunity to <strong>strengthen your brand<\/strong> and foster customer <strong>loyalty<\/strong>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Today we are going to talk about 13 email design best practices that you can&#8217;t miss to ensure your newsletters are always top-notch, being as attractive as they are functional.<\/p><!-- wp: -->\n\n<!-- \/wp: --><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">1. <strong>Respect Your Brand<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>When your subscribers open your email, they should be able to <strong>quickly identify<\/strong> that it was sent from your company. So use all the email design elements that can be associated with your brand:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Your <strong>logo<\/strong><\/li><li>The <strong>corporate colors<\/strong><\/li><li><strong>Fonts<\/strong>. This might be the most challenging to comply with, as your corporate fonts might not be <em>websafe<\/em>, and therefore cannot be used in your emails. For this reason, you should always designate a <strong><em>websafe<\/em> font<\/strong> that closely resembles your corporate fonts.<\/li><li><strong>Tone<\/strong> of your <strong>communication<\/strong>.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>And be <strong>consistent<\/strong> with their use, as this will build a <strong>strong<\/strong> and <strong>recognizable<\/strong> visual identity.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">2. Take Care of the <em>Layout<\/em><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>Structure your newsletter with a <strong>clean and organized design<\/strong> so that it is <strong>easy<\/strong> and pleasant to <strong>read<\/strong>, while also being <strong>accessible<\/strong> to everyone. Otherwise, your readers will feel overwhelmed and leave without reading anything.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>For good email design, it is advisable that:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>All content is <strong>properly aligned<\/strong>.<\/li><li>To avoid your newsletter looking overloaded and to improve readability, pay attention to <strong>white spaces<\/strong>; they are essential.<\/li><li>The <strong>texts<\/strong> have a sufficient <strong>size<\/strong> to be easily readable.<\/li><li>There is enough <strong>contrast<\/strong> between the <strong>text<\/strong> and the <strong>background<\/strong> to facilitate reading.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"427\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/05\/layout.jpg\" alt=\"email design\" class=\"wp-image-27168\" style=\"width:512px;height:auto\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/05\/layout.jpg 640w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/05\/layout-300x200.jpg 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">3. Incorporate Multimedia Content<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>If your subscribers open your emails only to find an endless stream of text, it&#8217;s very likely that they will gradually stop opening your emails. So don&#8217;t forget to add other types of content besides text: <strong>images, videos, GIFs, stickers, animations<\/strong>&#8230; However, don&#8217;t forget that they must work well with your brand and communication tone. And this brings us to the next point&#8230;<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">4. Use Emojis<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>Although at first glance emojis may seem unnecessary or even unprofessional, the truth is they can help you a lot. In fact, by adding emojis to the subjects, preheaders, headlines, copies&#8230; of your emails, you can <strong>increase click and open rates<\/strong>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>But remember: if you use them, make sure you know <strong>exactly what they mean<\/strong> and the social <strong>connotations<\/strong> they may have, especially when combined. Trust me, you&#8217;d be surprised&#8230; \ud83c\udf46\ud83d\udca6<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"640\" height=\"427\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/05\/emoji.jpg\" alt=\"emojis for email design\" class=\"wp-image-27169\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/05\/emoji.jpg 640w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/05\/emoji-300x200.jpg 300w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">5. Don&#8217;t Use Only Images<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>Emails that only contain images or have all the text within an image have many <strong>disadvantages<\/strong>:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>They are more likely to go to <strong>spam<\/strong>.<\/li><li><strong>Not<\/strong> <strong>accessible<\/strong>.<\/li><li>Some email clients <strong>block<\/strong> images by default, so your message must make sense even without them. And if something goes wrong with image display, we&#8217;re in the same situation; your recipient won&#8217;t understand anything. So don&#8217;t put text with important information in the images. Include some text outside the images so your subscribers can read it even if they can&#8217;t see the images.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>Instead of this bad practice (which is very common, by the way), aim for a good text-image ratio. Aim for at least <strong>60% text content<\/strong> in your emails to achieve a <strong>good balance<\/strong> and avoid the spam folder.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">6. Optimize Your Images<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>As we have already mentioned, it is very important to include images in your emails, and of course, they must be of <strong>good quality<\/strong> and <strong>relevant<\/strong>, otherwise, they can distract and reduce the credibility of your newsletter.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>But another fundamental point is to <strong>properly optimize<\/strong> the images in your campaigns so they <strong>load quickly<\/strong> and <strong>display correctly<\/strong>. Otherwise, your emails will seem unprofessional, and you risk getting worse results.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Images that are <strong>too heavy<\/strong> may not <strong>download<\/strong> at all or <strong>significantly slow down<\/strong> the total load time of the email, and we all know how <strong>impatient<\/strong> people are&#8230; Remember that you don&#8217;t know where your recipients will be when they open your email: for example, they could be experiencing a <strong>poor connection<\/strong> on their way to work. Not to mention that if they are too heavy, your email could end up in the <strong>spam<\/strong> folder.<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"755\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/10\/baja-calidad-1024x755.png\" alt=\"\" class=\"wp-image-26526\" style=\"width:475px;height:auto\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/10\/baja-calidad-1024x755.png 1024w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/10\/baja-calidad-300x221.png 300w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/10\/baja-calidad-768x566.png 768w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/10\/baja-calidad-1536x1133.png 1536w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/10\/baja-calidad.png 1836w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><p><strong><a href=\"https:\/\/acumbamail.com\/blog\/optimizar-imagenes-campanas\/\">In this article<\/a><\/strong>, you have everything you need to properly optimize your images for your campaigns.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">7. Personalize Your Emails<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>When you <strong>personalize<\/strong> your emails with, for example, the <strong>name<\/strong> of your subscribers, it feels much more <strong>close, personal, and attentive<\/strong>, and you encourage the customer to develop much more <strong>empathy<\/strong> towards your company, <strong>humanizing it<\/strong>. This small touch will help foster the <strong>relationship<\/strong> between your brand and your subscribers, increasing its <strong>effectiveness<\/strong>. You can do this by including <strong>TAGs<\/strong> in your templates, <strong><a href=\"https:\/\/soporte.acumbamail.com\/article\/86-utilizar-tags-en-las-plantillas-de-email\">here<\/a><\/strong> we explain how to do it in Acumbamail easily.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>You can also do this by <strong>segmenting your lists<\/strong> to send relevant content to different groups of subscribers.<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"637\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/11\/segmentacionmercado-700x637.jpg\" alt=\"Market segmentation in email marketing strategies\" class=\"wp-image-10701\" style=\"width:400px;height:auto\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/11\/segmentacionmercado-700x637.jpg 700w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/11\/segmentacionmercado-250x227.jpg 250w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/11\/segmentacionmercado-768x698.jpg 768w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/11\/segmentacionmercado-120x109.jpg 120w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/11\/segmentacionmercado.jpg 850w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">8. Ensure Your Newsletters Are Responsive<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>A <strong>responsive<\/strong> design means that the email layout changes to <strong>adapt<\/strong> to the screen of the device from which it is being viewed. This way, your subscribers can read your email correctly and without any problem, regardless of the device they use, whether it&#8217;s a computer, a mobile phone, or a tablet.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>And considering that more and more people are reading emails on their mobile devices, this point is of vital importance. Ensure that the <strong>text<\/strong> is <strong>readable<\/strong> <strong>without<\/strong> needing to <strong>zoom<\/strong> and that the <strong>buttons<\/strong> are <strong>easy<\/strong> to <strong>click<\/strong>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>In our <a href=\"https:\/\/acumbamail.com\/blog\/diseno-responsive-email-marketing\/\">Guide for a Perfect Responsive in Your Email Marketing Campaigns<\/a>, I tell you everything you need to know to ensure your Acumbamail campaigns are always <strong>100% responsive.<\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"467\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/12\/responsive-700x467.jpg\" alt=\"The importance of responsive design in your campaigns\" class=\"wp-image-10792\" style=\"width:508px;height:auto\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/12\/responsive-700x467.jpg 700w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/12\/responsive-250x167.jpg 250w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/12\/responsive-768x512.jpg 768w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/12\/responsive-120x80.jpg 120w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2019\/12\/responsive.jpg 850w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">9. Don&#8217;t Forget the CTAs<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p><strong>Calls-to-action (CTAs)<\/strong>, or in plain English: <strong>calls to action<\/strong>, are used to get your subscribers to do something specific. This can be making a purchase, visiting your website, contacting the sales department, following your social media&#8230;<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Calls to action should always be <strong>visible<\/strong>, and above all, it should always be very <strong>clear<\/strong> that they are <strong>clickable<\/strong>. Use <strong>contrasting colors<\/strong> and <strong>action verbs<\/strong> so readers know exactly what will happen next.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>If you want to create <strong>the best CTAs<\/strong>, visit <a href=\"https:\/\/acumbamail.com\/blog\/call-to-action-buenas-practicas\/\">this article<\/a>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"351\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/01\/tipos-cta-1024x351.jpg\" alt=\"\" class=\"wp-image-26746\" style=\"width:589px;height:auto\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/01\/tipos-cta-1024x351.jpg 1024w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/01\/tipos-cta-300x103.jpg 300w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/01\/tipos-cta-768x263.jpg 768w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2024\/01\/tipos-cta.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">10. Add Your Contact and Social Media<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>It is highly recommended to end your emails with <strong>all<\/strong> your <strong>contact details<\/strong>, such as email, phone, postal address, and social media. With <a href=\"https:\/\/soporte.acumbamail.com\/article\/83-editor-de-plantillas#social\">our editor<\/a>, adding your social media to your newsletters is a piece of cake.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>This way, you provide the subscriber with a <strong>quick way<\/strong> to access all the communication channels you have in case they need to <strong>contact you<\/strong> with any questions or suggestions.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">11. Adapt Your Email Design to Dark Mode<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>The &#8220;<strong>dark mode<\/strong>&#8221; is a display preference that has become very popular in email applications and mobile and desktop operating systems. When activated, dark mode changes the light colors of the user interface to darker tones, so your design can be completely altered. Therefore, <strong>design your emails with this in mind<\/strong>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Here&#8217;s an article where I explain everything you need to know: <strong><a href=\"https:\/\/acumbamail.com\/blog\/adapta-emails-modo-oscuro\/\">Adapt Your Emails to Dark Mode<\/a><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"247\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/11\/png-mal-1024x247.jpg\" alt=\"\" class=\"wp-image-26575\" style=\"width:610px;height:auto\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/11\/png-mal-1024x247.jpg 1024w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/11\/png-mal-300x72.jpg 300w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/11\/png-mal-768x185.jpg 768w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/11\/png-mal-1536x371.jpg 1536w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2023\/11\/png-mal-2048x494.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">12. Test and Optimize<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p><strong>Test<\/strong> different email servers and devices to ensure everything looks and works as it should.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Measure the <strong>performance<\/strong> of your newsletters and make <strong>adjustments<\/strong> as needed. <strong>Analyze<\/strong> open rates, clicks, and other key indicators to understand what works and what doesn&#8217;t.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>And remember that you can perform <strong>A\/B tests<\/strong> if you&#8217;re unsure about any design detail, in <a href=\"https:\/\/acumbamail.com\/blog\/test-ab-email-marketing\/\"> <\/a><strong><a href=\"https:\/\/acumbamail.com\/blog\/test-ab-email-marketing\/\">this article<\/a><\/strong> we teach you everything you need to know.<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image is-style-default\">\n<figure class=\"aligncenter size-large is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"334\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2015\/03\/cabecera_testab-1024x334.jpg\" alt=\"A\/B testing in email design\" class=\"wp-image-1134\" style=\"width:637px;height:auto\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2015\/03\/cabecera_testab-1024x334.jpg 1024w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2015\/03\/cabecera_testab-300x98.jpg 300w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2015\/03\/cabecera_testab.jpg 1135w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Test A\/B<\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\">13. Comply with Your Legal Responsibility<\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>Ensure you <strong>comply with email regulations<\/strong>, such as the CAN-SPAM Act in the United States or the <strong>GDPR<\/strong> in Europe. Include an <strong>easy unsubscribe link<\/strong> and ensure your subscribers have given their <strong>consent<\/strong> to <strong>receive<\/strong> your <strong>emails<\/strong>. Compliance with these regulations is not only legally necessary but also shows respect for your subscribers. We all know how frustrating it is to want to unsubscribe from a service and not be able to do so.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>By following these email design best practices, you can create emails that are not only visually appealing but also <strong>functional<\/strong> and <strong>effective<\/strong>, because if you focus only on aesthetics, you&#8217;re likely to lose sight of these two factors. Remember to design and adjust your strategy always keeping your <strong>audience<\/strong> in mind, thinking about their <strong>needs and preferences<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Effective email design is an essential skill in the arsenal of any designer or marketer. But it&#8217;s not as easy as you might expect; various aspects need to be considered to achieve it without losing your mind. Moreover, a newsletter is not just for informing and\/or entertaining but also a good opportunity to strengthen your [&hellip;]<\/p>\n","protected":false},"author":32,"featured_media":27176,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1632],"tags":[],"class_list":["post-29838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diseno"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Best Practices for Designing Your Emails<\/title>\n<meta name=\"description\" content=\"13 email design best practices that you can&#039;t miss to ensure your newsletters are always as attractive as they are functional.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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