Checklist: How to make really good emails

E-mail design is not an easy thing. Especially the many, mostly half-baked rendering engines make life difficult for e-mail designers. Added to this is the problem that e-mails also have to get to the point quickly in terms of content. So the challenge is not just design but also marketing.

The following infographic offers a – I think – complete overview of everything that you should not forget. Marketing is a field of knowledge that too many people believe they have knowledge of.

So it’s very similar to the design. After all, everyone can do that too. Now, if those two misperceptions are concentrated in the person who’s going to email you as an acquisition tool for your business, then you’re in a pretty lost position.

Do not be too surprised that the number of people unsubscribing from the newsletter is high, while the number of people who convert to customers is negligible.


Now you can not incorporate the required knowledge with the Nuremberg funnel. If you shy away from hiring professionals or are not yourself a pro in one of the two disciplines, at least follow the CampaignMonitor e-mail design checklist below.

Roughly summarized, e-mail is naturally responsive and minimalist in style today. This makes it easy to read in mobile clients and mobile clients dominate emails today. 53 percent of all emails are first opened on a mobile device.

As clear and unfussy as the design, you also design the lyrics. Prose is undesirable. Come to the point. The people do not have time. In the end there is always a clear call-to-action so that your readers do not indifferently stay behind and ask themselves what they should do with your e-mail.

If you can, you personalize the emails. In doing so, you should not only focus on the individual reader, whom you then address with the correct name. Rather, you should differentiate contentwise according to different groups of readers, such as those who have never, those who have ever and those who have often bought from you. Of course, other differentiations with dynamic content are conceivable. You know your readers better than me.

For the implementation of your high-acquisition e-mail, I had already recommended you the tool Topol.io a few days ago. If you want to get a little bit more involved in the basics, maybe you are interested in this or this post I wrote for t3n’s colleagues.

The Really Good Email Design Checklist - Infographic by Campaign Monitor

Source: The Really Good Email Design Checklist by Campaign Monitor