1. Is HTML or plain text better suited for your to-text ratio; emails with far more images than text email? Many emails, like newsletters and event can be a red flag to spam filters. invitations, lend themselves better to HTML, while drip emails and webinar follow-ups might 5. Did you include contact information, social be more effective as simple plain text emails. sharing buttons, and unsubscribe links? You’ll Consult our full email Design Lookbook to see want your email recipients to be able to share your examples of email templates that work for each. content and/or communicate with you should they have any concerns or wish to unsubscribe. 2. Does your email have an obvious call-to-action that’s set apart from the rest of the content? 6. Have you spiced up your template with a few If your call-to-action isn’t distinguished by color, colors? There’s nothing worse than opening an placement, or text treatment, it will be hard for email with an exciting and attention-grabbing your readers to understand the purpose of your subject line only to come face-to-face with a bland, email. even more importantly, it will make it that black and white email. much more difficult for them to act on it. 7. Is your email template clean and uncluttered? 3. Have you broken your email content into This is perhaps one of the most important items smaller sections and used bulleted text as to pay attention to when designing your email much as possible? Today’s buyers are pressed templates. Information in your emails should be as for time, meaning that they have a tendency easy-to-read as possible. to scan emails for any important points that pertain specifically to them. Use bulleted text 8. Is your email optimized for mobile? Cliff Seal, and short paragraphs as much as possible to Senior UX engineer at Pardot, urges marketers cater to these preferences. to think “mobile first” with email. That means considering “tappability” (keep in mind that the 4. Are you using images when possible? typical adult finger cover 45 pixels) and using a Including visuals in your emails can break up the single-column, responsive layout to ensure your monotony of text (especially if there’s a lot of design displays as intended across devices. it). Just be sure to keep an eye on your image- 33 / Pardot