Email marketing

Designing Effective Email Marketing Graphics

Reading Time: 4 minutes

Tips and Best Practices

In the digital world, email marketing has remained a tried and true method of reaching out to customers and prospects. It’s relatively simple to master, affordable, and can reach the maximum audience with a single click.

One of the key components of email marketing is compelling graphics. Not only do they make emails more visually appealing, but they also help grab the reader’s attention and convey important information. In this article, we will explore some tips and best practices for designing effective email marketing graphics. As for the resources, like templates, fonts, or mockups, you can get plenty of those from The Designest — and that’s not to mention handy inspirational content.

Keep it simple

When it comes to email marketing graphics, less is often more. The average person receives dozens of emails daily, so it’s important to make your message clear and concise. This means avoiding cluttered or busy designs that can be overwhelming. Instead, focus on a simple and clean template that highlights the essential information. Use white space to your advantage, and ensure the text is easy to read. Don’t overload your email with too much text, graphics, or links. Keep the layout clean, and break up content with headers and subheaders.

Use high-quality images

If you’re going to include images in your email, make sure they are high-quality. This means using images that are at least 72 dpi and sized appropriately. Avoid using low-quality or pixelated images, which can give your email a cheap and unprofessional look. Make sure your images are optimized for the web, and use a compression tool if necessary to reduce their size without compromising their quality. The size of your images will affect your email’s load time, so be mindful of this and try to keep the file size as small as possible.

Be consistent with your branding

The graphics featured in your email should be consistent with your brand’s overall look and feel. This includes using your brand’s color palette, fonts, and logo. Consistency in branding helps to build trust and familiarity with your audience, making it more likely that they will engage with your email. So consider using your brand’s style guide to ensure your images correspond with your message. This will help create a seamless experience for your customers, whether interacting with your website, social media, or emails.

Make it mobile-friendly

More and more people are reading emails on their mobile devices, so it’s important to design your email marketing graphics with mobile in mind. This means using a responsive design that adjusts to different screen sizes and images optimized for mobile. Additionally, make sure your email is easy to read and navigate. Use a single-column layout that is easy to scroll through, and use legible font sizes on smaller screens. Test your email on both desktop and mobile devices to ensure it looks good and functions well on all of them.

Use a clear call to action

One of the primary goals of email marketing is to encourage readers to take action, whether making a purchase, signing up for a service, or simply clicking through to your website. To support it, use a clear and prominent call to action. This could be a button that says “Shop Now” or “Learn More” or simply a bold headline encouraging the reader to act. Make sure that your call-to-action stands out from the rest of the email and that it is easy to understand what action you want your customer to take.

Test and iterate

As with any aspect of digital marketing, testing and iterating on your email template is essential. This implies experimenting with different designs, layouts, and messaging to see what resonates best with your audience. Additionally, track your email metrics to see which sends are performing best and use that data to inform future design decisions. Or use A/B testing to try out different graphics and copy, then analyze the results to determine what elements resonate with your audience and what may need improvement.

Use personalization

Personalization is a powerful tool in email marketing, and it can help create more effective graphics. Use customer data to personalize emails with the recipient’s name, location, or previous purchase history. Additionally, segment your email list and create targeted emails for different segments. This will allow you to make more personalized templates relevant to each recipient.

Don’t forget about accessibility

Accessibility should be a top priority when designing an email. That’s why you should consider using alt tags for images, which allow screen readers to describe the image to visually impaired users. Additionally, ensure your email is designed with good contrast and is easy to read for visually impaired users.

Use animation and video

Animation and video can be added to emails as well. They help grab the reader’s attention and create a more engaging experience. However, it’s essential to use these elements sparingly and ensure they are optimized for email. Animated GIFs can be a great way to add movement and interest, but make sure they don’t take too long to load. Video is also effective, but keep in mind that not all email clients support video playback. If you do add a video, host it on a platform like YouTube or Vimeo and use a thumbnail image that links to it.

Use alt text

The alt text appears when an image doesn’t load, and screen readers use it for visually impaired individuals. Ensure to include descriptive alt text for all your images so that recipients who can’t see them can still understand the message you’re trying to convey. Additionally, including alt text can help improve your email’s deliverability, as some email clients may block images by default.


Effective graphics are an important aspect of any email marketing campaign. By following these tips and best practices, you can create or choose images that are engaging, informative, and effective in driving conversions. Remember to keep them simple, use high-quality source files, be consistent with your branding, make them mobile-friendly, use a clear call to action, test and iterate, use personalization, use animation and video sparingly, and include alt text for all of your images. With these strategies in mind, you can create email marketing graphics that will help drive results for your business.

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