Good email design uses art and science to achieve the conversion goal of persuading the reader to click through to the website landing page. This chapter summarises key findings from Econsultancy’s research on layout and design in email marketing, covering:

  • Master templates: With master templates forming the basis for a variety of message types, how can email marketers get the most out of their use?
  • Accessibility: What considerations should marketers make to ensure their emails meet the needs of all readers?
  • AMP for Email: As an emerging technology that has seen some setbacks in development, what makes AMP for Email an ‘unproven opportunity’ for email marketers?