Life – and email – don't come with guarantees. Although we know what doesn't work in email design, no single design solution - the silver bullet - will work every time.
However, email does have general principles that designers should follow to give subscribers the best possible experience: an email message that looks good across browsers and devices, serves their needs, encourages them to act and portrays your brand in the best light possible.
1. Follow good email design practices for every campaign.
Email design is more creative than ever, with new approaches to image and copy combinations, images, animations and video and even real-time content adding impact to every message . But every design should follow these basic best practices that encourage your subscribers to open and act on your emails.
Make subject lines, preheaders and headlines work together.
We see many email messages that use the subject line content in the preheader (the first line of copy in the message that often...