What are the dos and don’ts of designing visually appealing and engaging email content?

Designing visually appealing and engaging email content is crucial for capturing the attention of your recipients and encouraging them to take action. Here are some dos and don’ts to keep in mind when designing email content:


  1. Keep It Simple and Clean:
    • Do use a clean and uncluttered layout. Simplicity in design makes it easier for recipients to focus on your message.
  2. Use a Responsive Design:
    • Do design your emails to be responsive so they display well on various devices and screen sizes.
  3. Prioritize Mobile Optimization:
    • Do ensure that your emails are mobile-friendly. A significant portion of recipients will view your emails on mobile devices.
  4. Use High-Quality Images:
    • Do use high-resolution and professionally produced images. High-quality visuals can make your emails more appealing.
  5. Add Alt Text to Images:
    • Do include descriptive alt text for images. This is important for accessibility and can be helpful if images don’t load.
  6. Choose Readable Fonts:
    • Do select readable fonts and font sizes. Stick to web-safe fonts that render consistently across various email clients.
  7. Pay Attention to Color Contrast:
    • Do ensure there is good contrast between text and background colors to improve readability.
  8. Include a Clear Call to Action (CTA):
    • Do use a prominent and actionable CTA that clearly tells recipients what to do next.
  9. Personalize Content:
    • Do personalize your emails by addressing recipients by their name and tailoring content to their preferences and behavior.
  10. Segment Your Audience:
    • Do segment your email list and send targeted content to specific groups based on their interests and behavior.
  11. Test Your Emails:
    • Do test your emails on various email clients and devices to ensure they display correctly and function as intended.
  12. A/B Test Elements:
    • Do conduct A/B tests to optimize different elements of your emails, such as subject lines, content, images, and CTAs.
  13. Use White Space:
    • Do use white space effectively to create visual separation and improve the overall readability and aesthetics of your email.
  14. Include Social Sharing Buttons:
    • Do include social sharing buttons to encourage recipients to share your content with their networks.
  15. Provide Contact Information:
    • Do include clear and easily accessible contact information in case recipients have questions or concerns.


  1. Overload with Content:
    • Don’t overload your emails with too much content. Keep your message concise and to the point.
  2. Use Excessive Images:
    • Don’t rely solely on images to convey your message. Some email clients may block images by default, so include text that communicates your message effectively.
  3. Use All Caps:
    • Don’t use excessive capitalization, as it can be perceived as shouting and may trigger spam filters.
  4. Neglect Mobile Optimization:
    • Don’t forget to optimize for mobile devices. Failing to do so can result in a poor user experience.
  5. Ignore Accessibility:
    • Don’t ignore accessibility considerations. Ensure your emails are accessible to all recipients, including those with disabilities.
  6. Overcomplicate Design:
    • Don’t overcomplicate your email design with excessive colors, fonts, or design elements. Clarity and simplicity are key.
  7. Use Misleading Subject Lines:
    • Don’t use misleading or clickbait subject lines. Your subject line should accurately reflect the content of your email.
  8. Ignore Analytics:
    • Don’t ignore email analytics. Use data to track the performance of your emails and make data-driven improvements.
  9. Assume All Recipients Are the Same:
    • Don’t treat all recipients the same. Segment your audience and send tailored content based on their preferences and behaviors.
  10. Neglect Testing:
    • Don’t skip testing your emails before sending them. Testing helps catch issues and ensures your emails render correctly.
  11. Overload with Links:
    • Don’t include too many links in your emails, as this can trigger spam filters. Use links judiciously and focus on quality over quantity.
  12. Use Large Attachments:
    • Don’t attach large files to your emails, as this can lead to deliverability issues and frustrate recipients.

By following these dos and don’ts, you can create email content that not only looks visually appealing but also engages your audience effectively, leading to better results and improved email marketing performance.