Email design must take multiple technical and creative considerations into account, from the use of code to ensure emails render correctly to the positioning of elements. This chapter looks at best practice for different email features and components, covering:

  • ‘Above’ and ‘below the fold’: Used to describe the upper and lower part of an email message body, what is the latest thinking on where key parts of the message should appear?
  • Images: Great images help to grab attention and reinforce brand identity. How can marketers use them effectively, and what steps should they take to account for image blocking?
  • Persuasive design: At its core, good email design is focused on driving a conversion. What subtle visual cues can marketers use to direct the reader’s eye towards call to action buttons?