Each component of email design should be considered in the context of the goals of the email programme or campaign. This chapter looks at best practice for each of these components, covering:

  • ‘Above’ and ‘below the fold’: Used to describe the upper and lower part of an email message body, what approach should marketers take to positioning email content?
  • Images: These play a key part in email design. How can marketers use them effectively and prepare contingencies for image blocking?
  • Real-time content generation: ‘Moment of open’ data can be useful for email campaign relevance, but how has Apple’s Mail Privacy Protection feature affected this functionality?