15 Email Design Best Practices for 2024 | SMTPProvider.com

15 Email Design Best Practices for 2024

Email marketing continues to be one of the most effective ways to engage with your audience, but the landscape is constantly evolving. Adopting the latest design practices that enhance user experience, improve engagement, and drive conversions is crucial to stay ahead.

According to Statista, approximately 319 billion emails were sent daily in 2021. According to estimates, that number will rise to 362 billion by 2024. Most of these emails go unread, or even worse, go unopened. They are either marked as spam, deleted, or ignored completely.

Here are 15 email design best practices to keep in mind for 2024. 

1. Mobile-First Design

With the majority of emails now being opened on mobile devices, it’s essential to prioritise mobile-first design. This means creating emails that look great and function well on small screens. Use responsive design techniques to ensure your email adjusts seamlessly to different screen sizes.

2. Simplified Layouts

Overly complex email layouts can be overwhelming and may lead to decreased engagement. Opt for simplified, clean designs that highlight your key message and call-to-action (CTA). A well-organized layout with clear sections can guide readers through your content effortlessly.

3. Interactive Elements

Interactive elements such as sliders, carousels, and collapsible menus can make your emails more engaging. These features not only capture attention but also encourage recipients to interact with your content, increasing the likelihood of conversions.

4. Personalisation

Personalisation goes beyond just including the recipient’s name and is also included in email design best practices. Use data to tailor content based on user preferences, past interactions, and behaviour. Dynamic content blocks can show different products or messages to different segments of your audience, making your emails more relevant and effective.

5. Minimalistic Aesthetics

The minimalistic design focuses on simplicity and functionality. Use plenty of white space, simple colour schemes, and minimal text to create a clean and professional look. This approach helps direct attention to your main message and CTA through mass mailing marketing.

6. Consistent Branding

Maintain brand consistency across mass mailing to build recognition and trust. Use your brand colours, fonts, and logos in every email. Consistent branding through mass mailing marketing helps reinforce your brand identity and ensures a cohesive experience for your audience.

7. Accessible Design

Ensure your SMTP service is accessible to all users, including those with disabilities. Use alt text for images, maintain high contrast between text and background, and use clear, readable fonts. Accessibility not only broadens your audience but also demonstrates your commitment to inclusivity.

8. Optimised Images

Images are crucial for visually appealing emails, but they must be optimized for fast loading which also leads to email design best practices. Compress images to reduce file size without compromising quality, and use responsive image techniques to ensure they look great on all devices. Always include alt text in case images do not load.

9. Engaging Subject Lines

Your email’s subject line is the first thing recipients see, so make it count. Craft compelling and concise subject lines that entice readers to open your email. Personalization and a sense of urgency can increase open rates, but avoid being too clickbaity as it can lead to distrust.

10. Clear Call-to-Actions

A clear and compelling CTA is crucial for driving conversions. Use contrasting colors to make your CTA buttons stand out and ensure the text clearly communicates the action you want the recipient to take. Position your CTA prominently and consider repeating it in longer emails if you are running a bulk mailing campaign.

11. A/B Testing

Regularly test different elements of your emails to determine what resonates best with your audience. A/B testing can include subject lines, layouts, images, CTAs, and more. Use the insights gained from these tests to continuously refine and improve your bulk mailing campaigns.

12. Segmentation

Segment your email list based on demographics, behaviours, and preferences. Sending targeted emails to specific segments ensures your content is relevant to the recipient, increasing engagement and reducing unsubscribe rates. Personalised, segmented campaigns can significantly boost your ROI.

13. Social Proof

Incorporate social proof, such as customer reviews, testimonials, or user-generated content, to build trust and credibility. Highlighting positive experiences from other customers can influence recipients’ decisions and enhance your brand’s reputation.

14. Urgency and Scarcity

Creating a sense of urgency or scarcity can prompt immediate action. Use countdown timers, limited-time offers, or low-stock alerts to encourage recipients to act quickly. However, use these tactics sparingly to avoid appearing spammy.

15. Consistent Sending Schedule

Establish a consistent sending schedule to build anticipation and trust with your audience. Whether it’s a weekly newsletter or monthly updates, regular communication helps keep your brand top-of-mind. However, be mindful of frequency to avoid overwhelming your subscribers. 


As email marketing continues to evolve, staying updated with the latest design best practices is essential. By implementing these 15 strategies, you can create emails that not only capture attention but also drive engagement and conversions. Prioritize mobile-first design, simplify layouts, and personalize content to meet the expectations of your audience in 2024. Focus on creating accessible, optimized, and visually appealing emails that align with your brand and provide value to your recipients. With a strategic approach, your email campaigns can achieve greater success and contribute significantly to your overall marketing goals.