Layout and Creative in Email Marketing: A Summary

A summary of best practice for layout and creative in email marketing

Email design uses art and science to persuade email subscribers to convert, and click through to the website landing page. This summary outlines key findings on how to use layout and creative in email marketing.

By Kath Pay

4 minute read

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?