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The following are all proven principles in the design and layout of email campaigns:

• The layout should be simple, clear, aspirational and easy to navigate through.
• Avoid a headline that’s too big in length and size. Headlines should be a maximum of 2 lines in length.
• Keep ALL text to a minimum. Emails get scanned over rather than read thoroughly.
• Create hooks. The purpose of the email is to get customers interested in the next step. Imagery and text should therefore be engaging and simple.
• Links should stand out. They should be easy for customers to understand in terms of what they are clicking on and why.
• Keep blocks to the size of an inbox preview pane (preview panes are normally set to show 100-200 pixels, approximately the first six lines depending on screen resolution and email settings).It is much easier to take in information presented in an email in segmented pieces.
• Identify email hotspots through Heatmapping and ensure most important content is placed in hotspot areas on the page
• Test various layout options before developing a template
• Repeat Call to Action (CTA) multiple times throughout e-mail and ensure it appears at least once above the fold.
• Ensure main message and CTA can be viewed within the inbox preview pane
• Font size should be at least 10point and darker than background.
• Paragraphs should be left aligned
• Use bold carefully to draw users attention to key points
• Avoid underlining as this creates an expectation that the copy is a text link
• Use headings and subheadings to sign post key points
• Break copy into short paragraphs and important points into a bullet point list. It makes it easier to scan.