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10 Email Design Best Practices for 2025

Master the art of email design with these proven best practices that will boost your engagement rates and conversions.

SJSarah Johnson
4 minutes read
10 Email Design Best Practices for 2025

Email design can make or break your marketing campaigns. A well-designed email captures attention, communicates your message effectively, and drives action. Here are 10 essential best practices for creating emails that convert in 2025.

1. Mobile-First Design

With over 60% of emails opened on mobile devices, mobile-first design is no longer optional—it's essential.

Key Considerations:

  • Use a single-column layout for easy scrolling
  • Keep text size at least 14px for body copy
  • Make buttons large enough to tap (minimum 44x44px)
  • Test on multiple devices and email clients
/* Example: Mobile-friendly button */
.cta-button {
  display: inline-block;
  padding: 14px 28px;
  font-size: 16px;
  min-height: 44px;
  width: 100%;
  max-width: 300px;
}

2. Clear Visual Hierarchy

Guide your readers' eyes through your content with a clear visual hierarchy.

Elements of Good Hierarchy:

  • Headlines: Large, bold, attention-grabbing
  • Subheadings: Medium size, help scan content
  • Body Text: Readable, well-spaced
  • CTAs: Prominent, contrasting colors

3. Strategic Use of White Space

White space (or negative space) isn't wasted space—it's a crucial design element that:

  • Improves readability
  • Reduces cognitive load
  • Highlights important elements
  • Creates a modern, clean aesthetic

Don't be afraid to let your design breathe!

4. Consistent Branding

Every email should be unmistakably yours. Maintain consistency in:

  • Color palette
  • Typography
  • Logo placement
  • Tone of voice
  • Image style

This builds brand recognition and trust over time.

5. Compelling Subject Lines and Preview Text

Your email design starts before the email is even opened:

Subject Line Tips:

  • Keep it under 50 characters
  • Create urgency or curiosity
  • Personalize when possible
  • Avoid spam trigger words

Preview Text Best Practices:

  • Complement, don't repeat, the subject line
  • Provide additional context
  • Include a clear benefit or value proposition

6. Strategic Color Use

Colors evoke emotions and drive action:

  • Blue: Trust, professionalism
  • Red: Urgency, excitement
  • Green: Growth, success
  • Orange: Energy, enthusiasm
  • Purple: Creativity, luxury

Use contrasting colors for CTAs to make them stand out.

7. High-Quality, Optimized Images

Images can significantly enhance your email, but use them wisely:

Image Best Practices:

  • Optimize file sizes (aim for under 1MB total)
  • Include alt text for accessibility
  • Use web-safe formats (JPEG, PNG, GIF)
  • Don't rely solely on images for key messages
  • Consider using background colors behind images

8. Single, Clear Call-to-Action

Every email should have one primary goal. Multiple CTAs can dilute your message and confuse readers.

CTA Best Practices:

  • Use action-oriented text ("Get Started," "Shop Now")
  • Make buttons stand out visually
  • Place the primary CTA above the fold
  • Repeat the CTA if your email is long

9. Accessibility Matters

Design emails that everyone can enjoy:

  • Use semantic HTML
  • Ensure sufficient color contrast (4.5:1 ratio)
  • Add alt text to images
  • Use readable fonts (avoid decorative fonts for body text)
  • Structure content with proper headings
  • Test with screen readers

10. Test, Measure, Iterate

The best email design is one that performs well for YOUR audience:

What to Test:

  • Subject lines
  • CTA placement and copy
  • Image vs. text-heavy layouts
  • Send times
  • Personalization elements

Key Metrics to Track:

  • Open rate
  • Click-through rate (CTR)
  • Conversion rate
  • Unsubscribe rate
  • Time spent reading

Putting It All Together

Great email design isn't about following every trend—it's about creating experiences that resonate with your audience and achieve your goals.

With Mailable, you get:

  • Mobile-responsive templates out of the box
  • AI-powered design suggestions
  • Built-in accessibility checks
  • A/B testing capabilities
  • Real-time analytics

Ready to create emails that your subscribers will love? Start designing with Mailable today.

Resources

Looking to dive deeper? Check out these resources:

What email design practices have worked best for you? Share your experiences in the comments below!