Email Marketing: That’s why good email design is a strength!

Email Marketing: That's why good email design is a strength!

Inbound marketing requires e-mails: Personas and target groups can only be addressed easily and specifically with digital messages. This will help you build trust and generate new customers. Most marketers believe in the power of the content of their emails. But in addition to the text, it is important to remember that design is just as important for a successful address! Even the first visual impression decides whether an e-mail will be read or not. And this high goal of the optimal opening rate determines everything in email marketing. 

Using e-mails: Technical basics

It doesn’t matter how you create your e-mails: Technology is the first thing that determines how the addressee looks. 

If you just consider the number of possible IT tools from which users of the Internet can choose, this fact becomes understandable. The e-mail clients include: G-Mail, Outlook and T-Online. All of these clients are inherently different and display the same email differently. Individual elements of the design often even disappear because the program parameters cannot display them.

The task of companies is therefore to design e-mails whose design works and whose most important elements are displayed correctly. And that across all clients. 

First important tips:

  • At the programming level, you should design emails in HTML, with flexible tables . You avoid the formatting language CSS and the programming language JavaScript. Both are prone to misrepresentation.
  • Always store the alt text for images. In this way, readers also know what an image should represent if it cannot be loaded and displayed. 
  • And in the event that the e-mail arrives illegible at the recipient, the best solution is a link to open the e-mail directly in the browser.

At this point, the possibility of inbound software should be mentioned. Platforms like HubSpot not only optimize email templates and their design. They also use workflows for automated dispatch or make it easier to plan campaigns and organize entire email newsletters.

Elements of professional e-mail design

More than ever, e-mails are powerful tools for companies to make initial contacts, deepen interests and address customers. But how do e-mails succeed in such a way that they are read and appreciated? The tip for this is to fulfill conventions and stand out from the crowd. 

In any case, your company appearance should be designed by professionals. But with e-mails, everyone can pay attention to the most important things themselves. 

4 elements characterize the professional appearance of corporate emails:


The logo is the most important part of a brand identity and should therefore have a permanent place in each of your emails. It can be placed at the top left or at the bottom of the footer. 

Is your logo already branding your blog or the elements of your website? With your logo you create a recognition value and strengthen the trust of the recipient.


You can also design the presentation of your content. Structure the text. Especially when users open their e-mails on their smartphones, it is important that they are not overwhelmed by the amount of text. E-mail systems do not always serve a responsive design.

Therefore, work with paragraphs, topic headings, bold and italics, and bulleted lists. This makes your text much easier to read and important passages immediately catch the eye.
Also, do not skimp on empty space, i.e. white space : it promotes clarity and is also considered a professional style element.


Images loosen up texts and can demonstrably increase the interaction rate. That is why they are also part of the design strategy of marketing emails. 

Note, however, that many email users keep image display disabled. That is their right. However, there is also a natural limit to presenting the importance of e-mails via imagery. It is therefore important to also formulate the full meaning of the message in the text of the e-mail.

If you also reduce the file size of your images to prevent longer loading times, you are clearly up-to-date in their sensible use (also as a service for easier comprehension).


Every email should contain a compelling call-to-action (CTA) that motivates readers to take action.
Select only one thematically appropriate CTA for each email. Try to draw recipients’ attention with the design. 

It is best to place a CTA under your value proposition – above the fold in technical jargon .
This is the area of ​​an e-mail (or website) that is visible to the user without scrolling. 

The most proven for successful CTAs are the 3 guidelines:

  1. simple design
  2. strong colors
  3. persuasive text

The named e-mail elements are now considered the standard in strategic online marketing. And if you meet all the design criteria, you create the basis for an appealing look and feel in e-mail marketing.

Emails, design and brand identity

One effect of long-term marketing is in the area of ​​e-mail: If you want to retain your customers in the long term, you already know that creating a consistent brand identity and then pursuing this throughout all of your marketing is crucial. 

The ultimate goal, also in e-mail marketing, is therefore: Recipients should immediately recognize that an e-mail comes from you. 

Therefore, use the same or similar images throughout, a comparable address, your specified company colors and all other branding elements. Develop your own style that corresponds to your corporate design. 

But be careful: No email should appear overloaded, but rather be designed uniformly for the company and bear something like your handwriting .

Just like the uniform, formal design, the text design can also be standardized. What works when addressing your customers and prospects does not always have to be reinvented. This is how customizable e-mail templates are created. They facilitate contact processes in digital marketing.  

Email Personalization

Speaking of individualized… – Another inbound experience is: Prospects want to be addressed personally; want to feel really taken care of. 

A study by the Aberdeen Group has shown that personalized e-mails therefore significantly increase click rates. 

In a nutshell, this means: 

  • Use your personas as a guide in your language. Speak the slang of those you want to address. Use vocabulary related to the core interests that your services and products represent. 
  • Actively continue the customer journey with every email contact. Reaching prospects (or customers) with email means paving the way to a customer (or rebuy).
  • And never address leads, customers, promoters in your e-mails in general, but rather personally and directly.

Responsive design

Web users are increasingly using tablets or smartphones.
Every e-mail marketing strategy should also be geared towards this. 

The file size of the images you use must therefore fit so that this reference size can always be adapted to the smaller screens. 

The minimum font size in the mobile area is 14px for text and 22px for headings. And of course, you should also check your mobile marketing fonts. 

CTAs are allowed to write a little larger. This also increases their click rate. 

High-contrast elements help ensure that your e-mail is easy to read, even in difficult lighting conditions. A real, responsive design – as offered by the common inbound platforms, your e-mails are also automatically adapted to the device on which they are read. 

It is worthwhile to be as flexible as possible in design for the still growing user boom of flexible data queries.


Perfect email design doesn’t happen in a few minutes.
Contents want to be adapted to the addressees. And the formal design of an e-mail also plays a decisive role in professionalism and appealing perception. 

With our tips, at least branding, preparation of the content, strategic use of images and effective CTAs can be tackled as primary tasks. This will increase click rates and will therefore also have a positive impact on interaction rates and, as a result, sales. – This is why e-mail marketing is also an important part of a digital customer journey .

With digital platforms like Hubspot, marketers get useful email tools and access to a comprehensive marketing system. E-mails can be created efficiently as templates, managed and automated as part of workflows or regular dispatch. The many advantages of such digital tools speak for themselves.  

Correct , ie professionally appealing design always goes hand in hand with all content, for more e-mails being opened and read. This also means:
design and content are part of an overall strategy for successful marketing activity. Good design is a strength that significantly lowers the hurdle for accepting e-mails.

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