The good news about e-mail marketing is you don’t have to be a design expert to create great-looking campaigns. Most e-mail marketing service providers offer pre-designed templates you can choose from (that are created by professional designers). But even with templates, you still have some design decisions to make: what colors and fonts to use, what size to make the fonts, and how much text you should include, to name a few. Follow these nine tips and you’ll create e-mails that not only look great, but also get great results.

Tip 1: Include your logo in the same location each time.
Build your brand with every marketing e-mail you send.

Tip 2: Keep the preview pane in mind.
Subscribers may only see a portion of your e-mail before deciding to open it and look at it in its entirety.

Tip 3: Use color for emphasis
All of your e-mails should represent your visual brand, and a key component of that is using your colors consistently.

Tip 4: Limit the number of fonts you use.
A good rule of thumb is to use a max of two fonts in your marketing e-mails.

Tip 5: Make your point clearly and quickly.
When it comes to writing the copy for your e-mail, get to the point quickly.

Tip 6: Pick photos that support your message.
When choosing an image for your campaign, look for something that is simple and easy to focus on and relates directly to your content.

Tip 7: Don’t embed your text in an image.
To ensure that people with this default setting get your message, include text in your e-mail that is not embedded in an image.

Tip 8: Remember that white space is your friend.
What is white space? It’s a resting place for the reader’s eyes. Without it, your reader will not know where to look.

Tip 9: Keep it simple.
E-mails that are uncluttered visually and have a clear message get a better response.

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