Most marketing emails are opened on phones. An email that looks good on a laptop but breaks on mobile loses clicks.
Layout
- Single-column layout.
- Width around 600px, scaling down on phones.
- Most important message and button near the top.
Text
- Body text around 16px.
- Headlines 22–28px.
- Short paragraphs.
- Good contrast.
Buttons
- Large, thumb-friendly buttons, roughly 44px high or more.
- Space around them.
- Bulletproof (HTML) buttons that show even when images are blocked; design with our CTA button generator.
Images
- Compress them; heavy emails load slowly. Use our image compressor.
- Add alt text, since some email apps block images.
- Do not put all text inside one image.
Test before sending
- Send a test to your phone, Gmail app and Outlook.
- Check dark mode.
- Click every link.
Read plain text vs designed emails.
Want the full picture? This article is part of Email marketing: the complete guide, our in-depth guide with everything in one place.
