Marketing Blog


Appearance is Everything: Using Effective Email Design to Win Over Your Contacts

businessmenThese are just some of the topics I will be discussing in our next Masters of Marketing webinar. Click here to register for the live, in-depth discussion taking place 9/15 at 12 p.m. CST. 

I know, I know. It’s contrary to everything you learned in school, but looks really do matter. 

In fact, I’m going to make the case that everything you do when you create an email should be guided by design elements. 

I’m going to show you why a beautiful email is an effective one. 


Although email servers can block images, that doesn’t mean you shouldn’t use them. 

A vibrant picture captures the attention of your contacts. It could be the reason they click over to the landing page you’re promoting. 

A recent study by Brightwave, found photography was the #2 reason a subscriber clicked on a link in an email.  

White Space

Modern design elements are often held together by white space. Although this is a technical term, it means exactly what it says. 

White space is the absence of content that surrounds and structures content. White space around elements of your email highlights your content simply by contrast.

Brand Consistency

You likely have a logo and branding already in place. 

You need to make sure your branding is consistent in your emails as well. 

You can choose to follow the example of many modern companies and stick to the use of a particular color scheme. 

Or, if your website is photography heavy, it only makes sense that your emails would match that tone. Your emails will reinforce to your contacts who you are as a brand, so don’t forget it! 


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