Email Best Practices

Best Practices for Crafting Emails: Messaging

  • Actionable and specific subject lines
  • Be personal, to increase trust
  • CTAs should be complete sentences
  • Consider the persona for content

Best Practices for Crafting Emails: Design

  • Main messaging and CTA above the fold
  • Creative size to no more than 650 pixels
  • Use responsive web design and progressive enhancement
  • Present images that reflect the goal, make them illustrate the point as they are the first thing people see
  • Use bullet points and/or bolded text
  • Keep font size for body copy at or above 14 pixels, and titles at or above 22 pixels