Improve Your Email Deliverability with Good Email Design

Email deliverability goes beyond list maintenance, carefully written content, and avoiding other spam triggers. Your design also plays a role in sucessful email deliverability. Here are 5 tips to make your design shine:

  1. Use the Right Size
    Email templates should be designed at about 600 pixels wide for optimal viewing across all of the email clients. Using the right size gives a more professional look to your emails and your recipients are less likely to flag you as spam when you send professional looking emails. All of the templates in the Swiftpage Connect Global Library are already designed at 600 pixels wide. If you are looking for more help with Swiftpage Connect email specs, take look at this post.
  2. Use Relevant Images AND Text
    Images are useful to help communicate and strengthen your message. However, using images in a template with no text is a spam complaint waiting to happen. Most email clients require users to click to download images. When your email appears with no text to tell the recipient what to expect when they download images, they frequently assume it is spam.
  3. Reign in Your Creativity
    We often get a little overexcited when designing emails and add color here, increase a font size there, throw in some BIG BOLD CAPS, choose another color over there, and change-up the font here. Try to keep your email design to 2-3 font styles and colors. Overuse of styles and colors waves a flag at spam filters saying, “Look at me! Look at me!”
  4. Update Your Design with Intention
    We are all for updating the look of your email templates as your brand changes and grows. When you do update your design, make sure to leave a thread of familiarity. Over time, recipients come to expect a certain look and feel from your emails. If you send them a drastically different looking email they may not correlate your new look with your old one. On the other hand, if your email doesn’t match your branding now, you may lose new subscribers with your very first send. See this post for more.
  5. Make Unsubscribing Easy
    Nothing is more frustrating than receiving an unwanted email and not being able to unsubscribe. Swiftpage Connect makes unsubscribing easy for your recipients by including an Unsubscribe link in the footer of every email sent through our system. Trust us, you would much rather have an Unsubscribe than be flagged as spam.

See all of our posts on deliverability for more ideas. What other email design ideas do you have to improve deliverability? Share them with us!

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.

2 Responses to “Improve Your Email Deliverability with Good Email Design”

  1. I just want to add something: do not use CSS-based designs for e-mail templates, or some e-mail clients will not display the message properly. This is important. Gmail still blocks CSS, for instance.

    • George – thanks for chiming in. Some inline CSS works, but not much. Linking to external style sheets is a big nono. Great addition to the list!

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