The Ultimate Guide to Email Design and 13 Best Practices

到2022年，全世界的电子邮件用户数量预计将达到4.3 billion.

Among all of those users are members of your target audience, a.k.a. quality leads and prospects you can work to reach and convert via email.

To ensure your emails stand out and grab the attention of these audience members, your email design needs to be on point.

在本指南中，我们将讨论哪些电子邮件设计是什么，涵盖13个最佳实践，成功的电子邮件设计示例，并提供一些您可能对尝试的工具。让我们开始吧。

电子邮件设计

Email recipients often scan information and abandon emails that don't offer them value or simply appear to be too dense. That’s why having great email design is so important — it'll help you capture the attention of, and engage, your email recipients.

Your email design should be attention-grabbing, aesthetically-pleasing, and on-brand, among other things — let's dive into those things next with these 13 best practices for email deign.

1.Craft a strong subject line.

Youremail subject line当您向他们发送电子邮件时，任何人都会看到的第一件事。这是应该引起收件人的兴趣的简短声明。它应该吸引他们的注意力，以便他们wantto open your email and continue reading.

这就是a subject line looks like in your email inbox:

这是您移动设备的电子邮件收件箱中的主题行：

Agreat subject linewill have these characteristics:

• Grab the attention of your readers in as few words as possible (remember:少即是多).
• 为收件人提供价值，使他们想打开电子邮件。
• 总结收件人打开电子邮件后将阅读和/或查看的内容。

2.写一个引人注目的预头。

您的电子邮件预先显示器是电子邮件的预览，类似于meta description网页。这是收件人看到的第二件事。

Rather than rewriting the first sentence of your email, you can customize the pre-header to provide an inside look into what your recipients are about to read in your message.

这是您的电子邮件收件箱中的预先显示器的样子：

这就是a pre-header looks like in your mobile device’s email inbox:

3. Be concise.

How many times throughout the day do you find yourself opening an email thinking,I can’t wait to sit down and take the next 5-10 minutes to really dive into this email from Business X!

If you're anything like me, your answer is likely rarely or never.

在不陷入杂草的情况下，向收件人提供他们想要和需要的信息。这将向他们展示您的时间，这有可能帮助您改善电子邮件订户保留。

4.保持品牌的电子邮件。

当您的电子邮件收件人打开您的消息时，他们应该知道您公司发送的电子邮件。bob全站app这意味着您的电子邮件应该是品牌的。

Tokeep your email on-brand, consider using the following tactics:

• Use a tone in your emails that complements your other content and marketing materials (like your website and social media).
• Incorporate the same colors and fonts that you use in your other branding and marketing materials.
• Include your logo, a link to your website, links to your social media accounts, and呼叫行动（CTA）that are relevant to your products or services. This is a great way to increase brand awareness while also boost conversions.

5. Use the layout to enhance your email’s user experience.

没有人愿意阅读一封混乱且无组织的电子邮件 - 这会使收件人感到不知所措，并可能导致遗弃增加。

Instead, organize your layout withuser experience (UX)in mind — meaning, leave empty/ white space and strategically place your written and visual content so it’s organized and easy to consume and navigate.

6.个性化每一封电子邮件。

When youcustomize an email并将其量身定制为您的收件人，它会感到更加周到，专业和个人。电子邮件个性化还可以帮助您使品牌人性化。这种触摸可帮助您建立业务与电子邮件收件人之间的关系，并提高保留率。

7. Incorporate unique visual content.

If recipients open an email and only see paragraphs of information, it’s likely going to be difficult to hold their attention and keep them interested in your message. Rather, incorporate on-brand and engaging images, videos, GIFs, animations, etc. to break up the written content and create a memorable experience.

And speaking of incorporating creative and unique visual content in your emails, let’s talk emojis.

8. Don’t be afraid to use emojis.

At first, emojis may seem like an unnecessary or unprofessional addition to an email. While this may be a fair assumption, it’s actually untrue in a number of scenarios.

In fact, when you将表情符号添加到您的电子邮件主题行中and/ or email copy, you canincrease your open and click-through rates. But remember: When usingemojis for marketingpurposes, make sure you know the meaning and connotation of the specific one(s) you incorporate.

9. Use a responsive design.

A响应式设计means your email changes format to fit the screen it’s being viewed on, whether it's on a desktop, laptop, or mobile device. Recipients will be able to read your emails with ease no matter where or how they’re viewing them. By incorporating a responsive design, you'll be able to enhance UX and improve email retention across all devices.

10. Optimize your email with CTAs.

通话行动（CTA）用于转换您的电子邮件收件人。例如，您可以使用CTA让收件人在社交媒体上关注您，访问您的网站，与销售代表聊天或成为付费客户。

CTAsshould be visible, enticing, and clearly show why they’re valuable to click. Additionally, you might choose topersonalize your CTAs将它们量身定制为特定的接受者 - 已证明这种策略可以增加转化率。

11. Add an "unsubscribe" button.

Email marketing is highly effective as long as you’re providing relevant content to your recipients. The unfortunate but true reality of email marketing is that your recipients and customers change over time — especially as your business grows and evolves. Therefore, your content may not always be relevant to certain audience members.

For this reason, allow your recipients to leave (or unsubscribe from your emails) on a good note so they can remember your business in a positive light — who knows, they may need your email content, products, or services again in the future. To do this, simplify their lives with an easy-to-use and visible "unsubscribe” button.

In addition to offering a better experience for users, you're actually required by law to add that unsubscribe button.

According to theFederal Trade Commission and CAN-SPAM Act， 你是legallyrequired to include a “clear and conspicuous explanation of how the recipient can opt-out of getting emails from you in the future”. Meaning, that unsubscribe button不是an option.

(If you need some inspiration,check out these effective unsubscribe pages.)

12. A/B测试您的设计。

Similar to most marketing efforts, email design is an iterative process. You might determine you need to make changes and updates to get the most out of your email design.

Whether it’s modifying your CTA, colors, images, layout, or tone, don’t be afraid toA/B testdesigns to determine which one works best in terms of ability to reach, resonate with, and convert the greatest number of recipients.

13. Design an email signature.

Great email signature design是您可以通过电子邮件建立专业和个人感觉的另一种方式。Email signatures不应该包括您的名字 - 它们应该包含有关您，您的角色，联系信息和公司的其他定义和难忘的特征。bob全站app

Here are some specifics you can include in your email signature:

• First and last name
• Contact information (and secondary contact information)
• 职务 /角色
• Company Name
• 链接到您的会议日历
• Social media links (e.g. LinkedIn profile)
• Pronouns
• Photo
• Industry disclaimer or legal requirements

A great way to streamline the process of working on and incorporate all 13 of the above best practices is to use电子邮件设计工具和软件bob电竞官方下载.

In fact, many of the best practices we reviewed will come up naturally while you’re designing, writing, and planning your messages with email design software.

电子邮件设计Tools

有许多具有广泛功能的电子邮件设计工具（有些与电子邮件设计完全无关！） - 以下是一些流行的示例。

1.HubSpot的

HubSpot的’s Email Marketing software允许您创建，设计，个性化和优化所有电子邮件。您不需要任何IT或编码知识，并且可以轻松自定义移动友好的电子邮件。该软件允bob电竞官方下载许您获得A/B测试电子邮件，以确定哪些设计最有效。

2.BEEPro

As aBEEPro用户，您可以在短短几分钟内设计响应式电子邮件。智能设计工具为您提供一种快速格式化电子邮件的方法，并确保您的布局补充您的内容。您还可以自定义和保存各种电子邮件设计模板，以便您的消息传递和品牌保持一致。

3. MailChimp

With over 100 templates offered,MailChimp允许您为目标受众定制电子邮件设计。如果你是一个doeshave coding experience, and you want to take your design a step further, MailChimp offers you the ability to code your template as well.

4. Stripo

Striporequires no HTML knowledge to create and design professional email templates. All of their pre-made templates are responsive so readers can easily view them via any device. You can also sync your current email service provider (ESP) with the software to access all of your email and contact information from a central location.

5. Chamaileon

作为一个协作的电子邮件建设者,Chamaileongives you the ability to invite members of your team to collaborate on your designs. The software ensures your emails will have a responsive design and automatically comes with over 100 pre-made templates to customize for specific recipients.

电子邮件设计Examples

让我们看一下一些成功的电子邮件设计，以激发您的工作。

HubSpot的bob sports

HubSpot发送订户bob sports 每天的电子邮件。其中包括一些与营销相关的文章，可以阅读和学习。如果接受者选择，他们也可能会订阅HubSpot的Sales BlogandService Blog电子邮件。

The emails are branded so readers immediately know who the email is from and what it will include. To make the daily emails engaging and unique, they include previews of the articles and an occasional quiz.

星巴克奖励

Starbuckscustomers and members may have seen this email, or something similar, in their inbox before:

The email complements Starbucks’ marketing and branding, and there’s plenty of white space separating the written information from the engaging imagery. And the CTA that recipients can click on to activate the offer is clearly placed.

Vital Proteins Email Design

虽然Vital Proteins'email design contains many images and a lot of information, it’s neatly organized so it doesn’t feel overwhelming to recipients. The email’s colors, font, and visuals are on-brand and feature the company’s products.

There's an obvious CTA that redirects recipients to their Instagram page — in turn, this type of CTA helps the company increase their follower count and brand awareness on the social platform.

Get inspired with 15 free and downloadable email templates designed for marketing and sales with previously written copy to save you time.

Grow Better With Really Good Email Design

通过出色的电子邮件设计，您将更有效地与观众成员产生共鸣，从而使您的成长更好。引人注目的和有影响力的电子邮件将帮助您建立长期的关系，并将更多的人转换为付费客户和品牌拥护者。因此，开始设计您的电子邮件，同时保留我们考虑的最佳实践和示例。

Editor's note: This post was originally published in August, 2017 and has been updated for comprehensiveness.