Best Practices: Design
- Emails should be 600-800 pixels maximum width. This will make them behave better within the preview-pane size provided by many clients.
- Design for simplicity. Avoid complicated designs that require HTML coding.
- Assume images will be initially blocked by email clients, or that certain images—background images, for example—will completely fail to load.
- Don’t design an email that’s essentially one large, sliced-up image. While these kinds of emails look pretty, they perform poorly.
- Use basic, cross-platform fonts such as Arial, Verdana, Georgia, and Times New Roman.
- Don’t forget about the mobile experience! Is your email readable at arm’s length on a small screen? Will the images slow its load time on a mobile device? Are your links easy to press with a thumb?
- Test, test, test. One option is to create email accounts across various services, and send emails to yourself (very time consuming!). You could also opt to undertake this exercise utilising various 'testing' services. A good 'subscription based' service is Litmus or you could utilise a free service such as Inbox Inspector.
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