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How many times have you spent hours writing what you thought was the most persuasive email copy, but the recipients don’t read or engage with it? It can make your efforts feel wasted; even worse, your message isn’t received.

Because the average consumer’s attention span is likely overcommitted, your emails must provide easy, accessible, and fast information that takes the guesswork out of your offerings and how to get them. They should catch the reader’s eye and let them know, at just a glance, that you’re delivering the information they want and need.

Here are seven user-focused best practices for email design to make your emails more clickable and engaging:

1. Optimize for mobile. More than 50% of all emails are opened on mobile devices. Your email must be optimized for mobile display. They should automatically adjust to various screen sizes, and your images and fonts should be easy-to-read on smaller screens.

2. Be brand-consistent but not limited. Don’t fall into the trap of being too rigid or too simple. Emails have a short lifespan, so take the opportunity to connect with your readers through design where it feels right.

3. Use a compelling and clear Call To Action. Include action-oriented language that creates urgency, and use colors consistent with your branding to make your CTA stand out. Experiment with copy, color, and size to pull a consumer’s eye toward your intended target message.

4. Utilize high-quality images. Ensure your images are optimized for quick loading and include keyword tags. Attach a pertinent URL to all images that lead to additional information or the buy button. If you apply Alt captioning, it allows people with access limitations to comprehend the subject of the image, even if they are unable to see the image.

5. Keep it short and to the point. Short, concise bullet points, subheadings, and paragraphs will make your content easy to read and scan quickly.

6. Make it personal. Customized emails tend to have higher open and click-through rates than standard ones. Include the recipient’s name and other pertinent information to create an experience that resonates with your audience.

7. Test and repeat. Use A/B testing to test subject lines, CTAs, and design features. Revise and repeat based on your results.

While it may be easy to remain laser-focused on the text content while creating a new email campaign, don’t undervalue the power of visual aesthetics and design. By utilizing these email design tips, you can measurably increase your click-through rates and improve the overall performance of your email marketing campaigns.

If you do not have time to create effective email campaigns for your business, we are here to help! Contact Blue Orchid Marketing today. Schedule your consultation, and let us take the guesswork out of your email marketing efforts. Call us at 203-746-5901 or email us at