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13 main rules for writing an email

 13 main rules for writing an email in a business mailing list

By 2023, the number of email users worldwide is expected to reach 4.3 billion. Among all these users are members of your target audience, also known as quality leads and prospects, with whom you can work and reach your sales goals.

In order for your emails to stand out and grab the attention of this audience, the email layout needs to be correct and attractive. In this guide, we'll talk about what email design is, look at 13 best practices, examples of successful email design, and suggest some tools you might be interested in experimenting with.

Why write a good email

Email recipients often skim through and reject emails that are of no value to them or that simply seem too complex. That's why it's so important to have an attractive email design. This will help you grab the attention of your email recipients and keep them interested.

Email design or styling is the process of strategically designing and creating an email that resonates with your business' target audience, especially your current subscribers and potential customers. Your email design should grab attention and be in line with your brand.

13 Email Design Best Practices

1. Create a clear theme

Your email subject line is the first thing everyone sees when you send them an email. This is a short statement that should be of interest to your recipients. The subject line should grab their attention and make them want to open your email and continue reading.

A great theme will have the following characteristics:

  • grab readers' attention using as few words as possible (remember: less is better);
  • indicate the value for the recipient, which will make him open the letter;
  • Briefly describe what the recipient will see or read when they open your email.

2. Write an engaging headline

The title of your email is a preview of what it is about, similar to the meta description of a web page. This is the second thing recipients see after the subject line. Instead of rewriting the first sentence of your email, it's best to briefly tell the recipient what they will read in your message.

3. Be concise

Give your email recipients the information they need, from you. Do not send emails just to remind yourself. This will show your target audience that you value their time and help you retain email subscribers.

4. Keep your email branding

When email recipients open your email, they need to know that the message was sent by your company. This means that your email must be branded. To do this, consider using the following approach:

  • use a color tone in your emails that complements your other content and marketing materials (such as your website and social media);
  • use the same colors and fonts that you use in your other advertising and marketing materials;
  • Add your logo, website link, links to your social media accounts, and calls to action. This is a great way to increase brand awareness and increase conversions.

5. Use layout to make email more user-friendly

Nobody wants to read a cluttered and disorganized email – it overwhelms the reader and can lead to an increase in bounce rates. Instead, design your layout with user experience in mind, i.e. Leave blank spaces and strategically place your written and visual content to keep it organized, easy to read and navigate.

6. Personalize every email

When you customize an email and tailor it to the recipient, it will be more thoughtful, professional, and personal. This will help you build relationships between your business and email recipients and improve retention. For the rules for writing proper emails, you can read our article “How to write emails correctly. Email Etiquette".

7. Use Unique Visual Content

If recipients open an email and see only paragraphs of information, it will most likely be difficult to keep their attention and keep their interest in your message. Instead, use branded and eye-catching images, videos, GIFs, animations, and more.

8. Don't be afraid to use emojis

At first, emojis may seem like an unnecessary or unprofessional addition to an email. Although that might be a fair guess. In fact, it is incorrect in a number of scenarios. In fact, when you add emoji to your email subject line, you can increase open rates and CTR. But remember that when using emoji for marketing purposes, you must make sure you know the meaning and connotation of the specific emoji you are using.

9. Use Responsive Design

Responsive design means your email changes format to fit the screen, it's being viewed on, whether it's a desktop, laptop, or mobile device. Recipients will be able to easily read your emails no matter where or how they view them.

10. Optimize your email with calls to action

Calls to action are used to get the reader to react in a way that is beneficial to you. For example, you can use a call to action to get recipients to follow you on social media, visit your website, chat with a sales rep, or become a customer.

Calls to action should be prominent, attractive, and clearly show why they are valuable per click. In addition, you can personalize your calls to action to tailor them to specific recipients, a tactic that has been proven to increase conversions.

11. Add an "unsubscribe" button

Email marketing is very effective if you provide recipients with relevant content. Unfortunately, the reality of email marketing is that recipients and customers change over time, especially as your business grows and matures. Therefore, your content may not always be relevant to certain audience members.

For this reason, let your recipients unsubscribe from your emails so they can remember your business in a positive light. Who knows, they might need your email content, products or services in the future. To do this, make life easier for them with a convenient and visible "unsubscribe" button.

12. A/B testing your design

Like most marketing activities, email design is an iterative process. You may decide that you need to make changes and updates to get the most out of email design.

Whether it's changing your call to action, colors, images, layout, or tone, don't be afraid to test A/B versions of your design to determine which works best in terms of being able to reach, resonate, and convert the most recipients.

13. Create an email signature

A great email signature design is another way to create a professional and personal vibe with email. Email signatures should not only contain your name - they should contain other defining and memorable characteristics of you, your role, contact information and company.

In the email signature, you can include the following information:

  • name and surname;
  • Contact Information;
  • position/role;
  • Company name;
  • link to your meeting calendar;
  • links to social networks;
  • Photo.

A great way to streamline the process and incorporate all 13 of the above best practices is to use email design tools and software.

Email Design Builders

There are a number of email design tools with a wide range of options. Let's consider a few of them.


SendPulse email marketing software allows you to create, design, personalize and optimize all of your emails. You don't need any IT or programming knowledge, and you can easily set up mobile-friendly email.

2 Unisender


As a Unisender user, you can create responsive emails in just a few minutes. Smart design tools provide you with a quick way to format your emails and make sure your layout complements your content. You can also customize and save various email design templates.



MailChimp offers over 100 templates to customize your email design for your target audience. If you have programming experience and want to take your design further, MailChimp also offers you the ability to code your template.


With great email design, you'll be able to reach and resonate with your audience more effectively, allowing your business to grow. Engaging and effective emails will help you build long-term relationships and turn more people into paying customers and brand advocates.