Why Email Design Can Make or Break Your Campaigns

Email marketing is one of the most effective ways to engage your audience, but poor design can ruin even the best content. If your emails aren’t generating the opens, clicks, and conversions you expect, bad design might be the reason.

This article highlights the most common email design mistakes and how they negatively impact your campaigns.

1. Ignoring a Mobile-First Design

With over 60% of emails opened on mobile devices, failing to design for mobile is a major mistake. Common issues include:‍

• Tiny text and buttons that make reading and clicking difficult.
• Multiple columns that create awkward layouts on small screens.
• Long subject lines and preheaders that get cut off on mobile devices, reducing clarity and impact.

2. Poor Visual Hierarchy That Confuses Readers

A cluttered or unstructured email makes it difficult for readers to find important information. Design mistakes that cause confusion include:

• Lack of a clear focal point, making it hard for readers to navigate the content.
• Overuse of bold text or multiple fonts, creating visual chaos.
• Cramming too much content, overwhelming the reader instead of engaging them.

3. Weak Call-to-Action (CTA) Placement

Your CTA is the most critical element in an email, yet it often goes unnoticed due to poor design choices, such as:

• Blending into the background, making it hard to spot.
• Placing it too far down, reducing visibility and engagement.
• Using vague or uninspiring copy, leading to lower click-through rates.

4. Lack of Personalisation & Dynamic Content

Generic, one-size-fits-all emails fail to capture reader interest. Key personalisation mistakes include:

• No audience segmentation, resulting in irrelevant content for different users.
• Generic greetings like “Dear Customer”, which feel impersonal.
• Lack of dynamic content, making emails feel stale and disconnected.

5. Overlooking Accessibility in Email Design

If your emails aren’t accessible, you risk alienating a significant portion of your audience. Common accessibility mistakes include:

• Small font sizes, making it difficult to read.
• Low colour contrast, reducing visibility for visually impaired users.
• Missing ALT text, preventing screen readers from describing images.

6. Ignoring Dark Mode Optimisation

Dark mode is increasingly popular, yet many emails are not designed for it. Common issues include:

• Transparent PNGs disappearing, causing missing elements in dark mode.
• Distorted logos and images, making emails appear unprofessional.

Fixing Bad Email Design to Improve Engagement

A well-designed email grabs attention and encourages action, while a poorly designed one gets ignored. Avoid common mistakes by:

• Designing for mobile-first with a responsive layout.
• Structuring content with clear visual hierarchy for easy navigation.
• Making CTAs prominent and action-driven to increase clicks.
• Personalising content to boost engagement.
• Ensuring accessibility and dark mode compatibility for a better user experience.

By fixing these issues, you’ll improve email performance and create a better experience for your subscribers.

Next Steps to Improve Your Email Marketing

• Review your recent email campaigns for these design mistakes.
• A/B test different CTA placements and styles to optimise engagement.
• Ensure emails are mobile-friendly and dark mode-compatible to reach all users.
• Monitor engagement metrics and adjust strategies accordingly.
• Continuously refine and enhance your email templates to stay ahead.

Want expert help creating high-converting emails? Contact us today!