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45 Email Design Tips for 2016

Beefree team
Beefree team
Jan 19, 2016
45 Email Design Tips for 2016
45 Email Design Tips for 2016

We love using our Email Design Workshop blog to show you how to buildcreative, effective email campaigns, step by step, with plenty of detail. But sometimes it's nice to have a short-and-snappy list with tips and ideas all in one place. That's why we rounded up our top 45 email design tips for 2016 sothey're easy to scan, reference, and remember. We hope you find them useful as you kick off 2016 and plan your best email campaigns ever!One important thing to note about our list: Becausemobile opens now account for up to 70% of all email opens, making sure your emails are readable on a mobile device is THE most important thing you can do to make your email campaigns as effective as possible. As a result, our top email design tips for 2016 all have mobile optimization in mind.Without further ado, here's our top 45 email design tips list for 2016:

Our top 45 email design tips for 2016

  1. Be brief. Think of your email as a teaser. Readers have short attention spans and are increasingly reading on mobile devices on the go. Your email should be a preview of what's to come when readers tap your call-to-action button and get to your website.
  2. Alternate between two email-safe fonts. Using too many fonts can be distracting. Stick with one or two, and use them consistently: try using one font for all headers, for example, and another for body text to improve scan-ability.
  3. Don’t rely on images to be the only visually interesting part of your email. Images can increase your span score and be slow to load, or they may not appear at all depending on a reader's settings. Capitalize on flat design tactics and bold HTML background colors to create a dynamic, visually-interesting email without depending on images.
  4. Create a content hierarchy. Create focus and organization in your email by structuring your story using the inverted pyramid model, as recommended by Vero.
  5. Don't overcrowd your header. Cut down on extraneous links (social media, special sales, etc), menus, and extraneous text. Your email is not a website.
  6. Try a full-width call-to-action button. It will make it immediately clear to readers where you want them to click and it will be easier for mobile readers to tap.
  7. Simplify your animated GIFs. Depending on the number of frames and their resolution, GIFs can turn into large files. Oversized GIFs can be slow to animate and eat up data plans on mobile. Minimize the size of your animated GIF by animating only what needs to be animated; as the frames rotate, the fewer pixels change, the smaller your file size will be.
  8. Clearly label advertisements. Make in-email ads distinguishable from the surrounding email content with a special label and/or with a change of color in the header or background. Use a consistent approach so your readers always know when they’re looking at an ad.
  9. Don't say “Click here” on your CTA button. Don’t waste space by telling readers where to click, especially because on mobile devices, readers are tapping, not clicking. Skip it and tell readers directly what they should do using a clear, direct action verb; try “Reserve my spot now” or “Get my free ticket.”
  10. Use a single-column layout. Compared to emails with multiple columns, single-column emails are easier to read, are better optimized for mobile viewing, and are more clearly focused on a call to action.
  11. Don't worry about the fold. "The fold" will be different from device to device; it's impossible to pin down a single location. Instead of trying to jam too much information at the top of your email, follow email expert Elliot Ross's advice and focus instead on putting your most important offer at the top in a way that's "clear, concise and easy for your readers to convert."
  12. Incorporate custom fonts selectively. Most email clients will not support your brand’s custom font. Use them sparingly, like in the main header of your email, then incorporate email-safe fonts for the body of your message.
  13. Have at least 500 characters of text. Email on Acid has diligently researched and concluded that you need at least 500 characters of text in your email to pass spam filters. The 60/40 text to image ratio is a myth!
  14. Always use bulletproof buttons. Your button should look great and work properly, no matter the device or email inbox. Always use a bulletproof button, i.e. a button created from HTML instead of an image.
  15. Start with the subject line. About 35% of readers decide whether or not to open your email based on the subject line alone. Stand out by putting some thought into your subject line. Try getting readers curious about your email with a line that asks a question, promises a deal or coupon, has a “how to,” or includes a number.
  16. Set a max email width between 500 and 600 pixels. This ensures your email will render at a readable size on wider devices such as on desktop and tablets. On mobile devices, the width and text will render as specified in your mobile-responsive code.
  17. Prevent Gmail from clipping your email. Gmail clips HTML emails that are larger than 102 KB in size while the Gmail App for iOS clips emails that are larger than 20KB. Optimize the HTML code and reduce the amount of content in your email so that your email is shown entirely. More on message clipping.
  18. Optimize preheader text. An email’s preheader is a small amount of text that follows the subject line in the inbox: use it to entice readers to open your email with a short message between 40 and 50 characters.
  19. Never use a single large image in a responsive email. Incorporate a balance of text and images instead. Using just one large image in your email will create mobile rendering issues, increase your spam score, and if your image doesn’t load, readers will only see ALT text.
  20. Design on a grid. Grid-based designs are easier to make responsive because HTML emails are built with tables comprised of rows and columns.
  21. Write short ALT text. Be prepared for your images not to load: some email clients don’t automatically load images, and some subscribers don’t enable auto-loading for security purposes. Keep it to one line; if it breaks into 2, some email clients will not display it.
  22. Style your ALT text. If you can, style your ALT text by adding styling to the image (your image won’t look any different, but when your ALT text appears, it will be the font, color, and size you specified).
  23. Design the first frame of your animated GIF as if it's the only one that will load. Outlook 2007 and newer will only display the first frame of your GIF (it won’t animate), so plan for that when you’re designing.
  24. Use a headline font that’s at least 3x the size of your body copy. Try a three- or four-word leading statement that's clear, bold, and stands out immediately.
  25. Try an all black & white email design. Without color, you may be forced you to simplify, streamline, and improve your design in new ways. Check out this B&W email from Converse, highlighted by designer Mike Ragan.
  26. Impress readers with a standout subscription confirmation email. Subscription confirmation emails should be simple and streamlined, but they should also reflect your brand. Use brand colors, your logo, and make the message communicate in your brand voice.
  27. Don't put your CTA button first. Research has shown that placing a CTA button below the fold actually increases clicks by 304%! Let readers know what they’re signing up for first—with great copy and visuals—then invite them to act. Reference the inverted pyramid.
  28. Commission illustrated work. Whether from an in-house designer, a freelancer, or a friend, consider incorporating effective, on-brand illustration into your email for important stories or messages. Alternatively, simple photo treatments, like adding a layer of color to an image, is an easy way to enhance your email design.
  29. Don’t over-format text. Keep your body copy all the same size, color, and font. Headers should also be styled consistently—the same size, color and font.
  30. Give away content. Build customer loyalty by offering high-value content for free: email subscribers a free download of a white paper, ebook, infographic, or another useful piece of branded content.
  31. Use a brand color for links and headers. It's a simple, effective way to brand your email and maintain a clean design.
  32. Improve readability with line height and spacing. A good rule of thumb is to set your line height to be at least 1.3x the height of your letters. So if your body copy is 12pt, your line height should be 16. This maintains a comfortable distance between lines, optimizing readability. Copy should never feel too tight or too loose.
  33. Minimize image file sizes. Allow for quicker load times on mobile devices with images that don't exceed 1MB.
  34. Choose a modular layout. A simple layout that arranges content in blocks—or modules—allows you to present your story linearly (like this one from Litmus). And make sure the layout you choose responsive or at least mobile-optimized.
  35. Treat social media buttons as secondary calls to action. Wherever you place them, social media buttons shouldn’t compete with your main content. Try the header or footer. If they need to be included in the body of your email, along with each featured story, choose only two or three sharing options (e.g., only Twitter and Facebook).
  36. Left-align your text. This almost goes without saying, but it’s important. We read from left-to-right, and newsletters are best formatted that way.
  37. Break your template. Experiment. Build into your editorial calendar special emails that push the boundaries of your usual style.
  38. Use one or two bright accent colors. Try using just one or two bright accent colors per email. Incorporate simple design elements (like section breaks or headers) to bring your email to the next level. A muted background color (like white or gray) can help make the body of your email pop.
  39. Wow readers with your welcome email. study by Marketing Sherpa found that welcome emails were THE highest performing message—measured based on the open rate—with an average open rate of 50%. Put some thought into your welcome email design and delight readers with a precedent-setting email.
  40. Create dynamic content dividers for long emails. Try high-contrasting background colors to distinguish each module, giving a clear order to the information and allowing the viewer’s eye to take in one message at a time.
  41. Entice readers to watch your video by making it the central component of your email. Starting your email off with a video signals to subscribers that you really want them to watch it (because you know it will get them to convert!). Use a bold color, a few lines of text, and an actionable “Play video” CTA button to encourage readers to watch.
  42. Tell your story in multiple ways. Readers take in information in different ways: use multiple formats to improve comprehension and retention. Vary your content between videos, infographics, text, images, illustrations, and more. Have fun! And monitor engagement.
  43. Use short paragraphs and bullets. Make your email content scannable by giving readers bite-sized nuggets of information. No long paragraphs!
  44. Buttons should be on-brand, too. Play with colors and styles to achieve a look that matches both your brand identity and your email’s aesthetic. The button should attract attention (it should be obvious that it’s a button) but not stick out like a sore thumb.
  45. Approach interactive email with caution. As Steven Melendez wrote in Fast Company, "Before an interactive or heavily styled email can be sent to customers, it needs to be tested." Make sure emails appear properly across all clients, and that your interactive features don't bring up security concerns.

A new year is a great time to get inspired and try something new. Enjoy these tips, andlet us know if you test them out in our BEE email editor!What email design tips are YOU going to focus on in 2016? Share them in the comments!

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Now, let's be honest—you’ve likely heard about all of these rotating for the last few years. While email marketing has come a long way and is changing faster than ever, there’s only so much you can do within 600x1,500 pixels. However, there are no limits to where your creativity can take you. 

Let’s get into it.  

#1. Unique, tailored experiences 

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, “We faced the challenge of connecting meaningfully with an audience that expects more than one-size-fits-all communication.” 

When we speak about crafting tailored emails we mean going beyond the recipient's first name in the subject line. We’re talking about optimizing your entire email strategy to design multi-stage touchpoints to nurture leads across the customer lifecycle. As well as, leveraging data to send hyper-personalized, relevant, and engaging emails that feel less like a broadcast message and more like a conversation. 

Many are using AI machine learning algorithms and AI automation to analyze customer interactions, past purchases, browsing habits, website visits, and even social media behavior to curate engaging email content that resonates deeply with the real-time needs of recipients.

For PetLab Co this looked like including content such as an individual’s pet health history or product usage timelines. Damian Grabarzyk expands, “This approach transformed the conversion rate and strengthened customer loyalty. As we look ahead, I see brands in 2025 moving beyond generic personalization to adopt strategies that make customers feel truly understood and valued.”

On the other hand, many are leaning into user-generated content (UGC) for crafting tailored experiences. Customers today are more likely to trust the opinions of peers over branded messages. UGC like customer reviews, testimonials, videos, and photos are the best form of social proof depicting real people using and benefitting from your products or services. 

We see the benefits of using both AI and UGC to get the most out of your email conversions ;). 

#2. AI tools as an addition, not a substitution

Experts at NordPass state, "AI-powered content generation tools are not here to replace email copywriters and marketers. These tools make us more efficient. The smarter the tool is, the better equipped we are to create high-performing email content that drives results." 

AI tools can support us by significantly enhancing the speed, precision, and effectiveness of your emails. For instance while traditionally A/B testing has required a lot of time to analyze small variations with AI you quickly implement and test multiple email elements and make adjustments based on real-time engagement data. There are AI algorithms that can even predict which variations are most likely to resonate with different audience segments, leading to more accurate targeting and faster optimization.

In short, AI tools are revolutionizing the way we craft and optimize our email’s deliverability. There are many different types of AI solutions so we suggest finding the right one for your needs. 

#3. Even more transparency around data

With AI continuing to rise, folks are more and more concerned about where their data is going. That’s where zero-party data collection becomes a key strategy in email marketing, allowing you to gather data directly from customers rather than relying on third-party sources. 

Zero-party data includes information that consumers willingly share, such as preferences, interests, and purchase intentions. This data is often collected through surveys, preference centers, quizzes, or interactive content and is highly valuable because it is shared explicitly, ensuring accuracy and deeper personalization without privacy concerns associated with third-party tracking.

As privacy regulations tighten, zero-party data will empower you to deliver hyper-personalized email experiences while respecting user privacy. This approach will help you build trust, as customers feel more in control of their data, and you gain insights that lead to more relevant and engaging email content.

#4. The death of static emails

With attention span getting shorter day after day, digest-format emails are expected to rise in popularity in 2025. Presenting email content in an easy-to-scan, organized, and minimalistic layout will surely help deliver the most relevant information in a fraction of the time. 

Additionally, interactive emails will allow recipients to directly engage within the email without having to visit a landing page or website. Interactive elements like product carousels, polls, and quizzes create a dynamic experience that keeps subscribers engaged, especially in visually driven industries like fashion brands

So what now? 

You’ve heard these strategies before, but now it’s time to actually put them into action. The brands that win at email marketing in 2025 won’t just be sending emails—they’ll be creating experiences. Whether it’s hyper-personalized content, AI-driven efficiency, zero-party data collection, or interactive emails that break the mold, the key is to stay ahead of the curve.

So, what’s the first strategy you’ll finally implement? Your inbox (and your audience) are waiting.

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Email makes gathering authentic product reviews quick and easy. By collecting sincere feedback, you can build trust, increase sales, boost loyalty, and innovate product improvements. 

That said, requesting reviews via email requires precise timing, personalized messaging, and lots of engagement optimizations. But don’t worry—we’ll walk you through some key steps to create email campaigns that deliver the valuable feedback you need.

Why product reviews matter

Product reviews do more than confirm that you're meeting customers’ needs. Sincere feedback drives loyalty and sales, offers valuable customer insights, and helps you develop a strategic product development roadmap.

  • Fosters customer loyalty: Requesting and listening to feedback makes your customers feel valued and heard. It demonstrates that you prioritize customer satisfaction, which helps you build stronger, long-term relationships. Review requests also act as re-engagement emails by starting new conversations with customers.
  • Increases sales: Social proof drives sales. According to a recent survey by Power Reviews, 90% of potential customers use online reviews to make purchasing decisions. In fact, reviews have more influence over purchasing decisions than product prices. Turning product reviews into customer testimonials and encouraging reviews on third-party sites can significantly boost sales.
Image sourced from powerreviews.com
  • Builds Customer 360 insights: Customer feedback delivers insights into customer needs and sentiments, enriching Customer 360. Exactly what is Customer 360? It’s a unified, 360-degree view of customer data. It empowers you to tailor products and customer experiences to meet individual needs and preferences. 
  • Drives product improvements: Sincere customer feedback reveals what target customers like/dislike about your products. It provides key insight into their value, functionality, and usability, unlocking large-scale development opportunities.

How to create an email campaign to collect product reviews

Want to unlock the power of product reviews? Let’s explore how to create email campaigns that encourage customers to share their feedback.

Segment your audience

Like promotional emails, product review requests shouldn’t be sent to every subscriber.

If subscribers haven’t had the chance to try your product, product review requests will feel irrelevant and may trigger unsubscriptions. So, only send review email requests to customers recently trying your product.

You can do this by segmenting your email list based on where customers are in the buying cycle. Target loyal customers, recent purchasers, and first-time buyers with tailored email campaigns. This ensures that you’re sending emails to customers most likely to respond with insightful feedback.

Write a compelling email subject line

According to Superoffice, 33% of people open an email based on the subject line. 

Image sourced from superoffice.com

To get the click-through rates you want, your email subject lines should be personalized, relevant, and engaging. Here are some examples:

  • Did you love [product]? Or hate it? Let us know!
  • We value your opinion — help us improve!
  • We want YOU to help us make our product better!
  • Up for a discount? Share your feedback for 10% off! 

Learn more > Tips for writing open worthy subject lines.

Optimize for customer engagement

A successful email marketing strategy relies on customer engagement. Here are some key email elements you need to encourage interactions.

  • An attractive email design: With the right layout, color scheme, typography, and images, you ensure easy readability and promote interaction. Use these engagement-boosting email design best practices to help you create a design that boosts conversion rates.
  • Gratitude and value: Thank customers for reading the email and explaining why their feedback is so important. Also, consider including a personalized Gmail email signature with your content details to build trust and encourage customers to engage with your review request. 
  • Personalized, relevant content: Personalized email content motivates engagement. Use customer data platform (CDP) data to tailor messages to individual customers. What is a CDP? It’s a centralized platform that collects and unifies customer information, building comprehensive customer profiles. 
  • Incentives: Offering a small discount can motivate customers to leave reviews, especially first-time buyers. That said, incentives can (sometimes) generate insincere reviews, so stress the importance of honesty. 
  • A strong call-to-action (CTA): Your CTA should direct readers straight to the reviews submission page. Use clear CTAs with bold buttons and typography to make it stand out.
  • Mobile responsiveness: If your emails are slow to load or don’t display correctly on mobile devices, your bounce rate will spike. Leverage solutions that offer advanced mobile optimization features — such as Beefree— to create responsive emails every single time.

Ask specific, concise questions

Complex, drawn-out questions that are too open-ended can disengage customers. So, get straight to the point with concise, direct questions. Here are some examples:

  • What did you think of [specific product feature]?
  • How often do you use our product?
  • What are your favorite/least favorite features?
  • How likely are you to recommend this product?
  • What could we do to improve our product?

Use a mixture of closed and open-ended questions to increase your chances of receiving meaningful responses.

Make it easy to respond

The easier it is for customers to leave a review, the more responses you’ll receive. So, make the process as seamless and convenient as possible. One way to do this is with survey emails.

Email surveys have high response rates. They can be completed within the email with minimal effort, which is a big plus for busy customers. And, they can generate a wealth of quantitative data and metrics that are quick to analyze, leading to faster improvements. BeeFree has an extensive collection of email survey templates to suit every need.

For longer review requests, include a CTA that directly links to the review submission page. Review forms should use simple, clear language, be optimized for mobile, and have a progress bar. 

You could even provide your telephone contact details to allow customers to leave a review via telephone. It’s the preferred communication method for 55% of Baby Boomers according to Hubspot, so it’s worth considering. 

Leverage small business telephone services from Vonage to access call center capabilities like virtual receptionists and CRM integrations, streamlining processes.

Also consider directing customers to leave reviews on popular review sites, such as Google and Amazon.

Optimize email timings

If you send product review requests too early, there’s a chance your customers won’t have tried your product yet. But if you send them too late, your customer might have forgotten their experience. 

So, when’s the best time to request reviews? 

Aim to send review requests within 7-14 days post-purchase. This gives customers a chance to try the product a few times, leading to more sincere, meaningful reviews. Plan for seasonal surges such as Black Friday and incorporate them into your schedules.

Key takeaways

Do email campaigns work for gathering valuable product reviews that drive improvements, boost trust, and increase sales and loyalty? 

Absolutely — but they need to be strategic.

To generate sincere reviews and valuable data, ensure your marketing emails are personalized, engaging, and optimized for convenience. And, use email list segmentation and marketing automation to ensure they’re sent to the right customers at the right time.

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