Best Practices

There are many different ways to design an email. At PentaVision, our Litmus-trained design team has assembled some general best practices to follow.

  • Utilize a responsive design with flexible widths so it can be viewed across devices and email platforms
  • Send a text version as well to ensure that it is accessible to all
  • Find a balance between copy and images; avoid excessive copy to allow the message to clearly stand out and use images that are high-res and informative yet interesting
  • Provide alt text for all images in case platforms have trouble rendering them
  • Place the main message or more important content above the fold including the CTA
  • Make the CTA (call to action) clear and prominent. Use a button rather than an image so that there is no issue rendering it
  • For best readability: use standard web-safe fonts like Arial, have dark text over a light background, left-align when copy is lengthy, and make links distinguishable from other text
  • Use headings and subheadings to present main ideas that are visible upon a skim-read
  • Subject lines should be fewer than 50 characters long
  • Utilize preview text as well. This will appear in the inbox along with the subject line, so the two should work cohesively to extend the overall message of the email
  • Limit the use of colors, and try to match the overall brand colors
  • Use logos and other brand guidelines to make it clear who sent the message
    • Company's address and phone number must be present in the email (per CAN-SPAM)
    • The from name must reflect company or individual sponsoring the message