Email campaigns
Email newsletter design
A newsletter has a few seconds to show a reader what is worth their attention. Good design makes that easy: a layout that works on a phone first, a clear order of importance, short sections with headings, real text rather than words inside images, enough contrast to read comfortably and buttons large enough to tap. Email is a more limited medium than a website, because email apps display layouts differently, so newsletter design is as much about reliability as appearance.
Below: layout for phones, hierarchy, text and images, accessibility, the footer and testing across email apps.
Illustrative diagram
- Header — Logo and what is inside
- Main story — One clear button
- Secondary items
- Useful extra
- Footer — Address and unsubscribe
Design for phones first
People may read email on a phone, so design the narrow layout first. A single column of content, generous spacing, short paragraphs and large buttons work well on small screens and still look tidy on a computer. Multi-column layouts can collapse awkwardly on phones in some email apps; if you use them, check how they stack. Check the result on a real phone.
A simple newsletter structure
| Section | Purpose |
|---|---|
| Header | Logo and a short line on what this issue contains |
| Main story | The most important item, with one clear button |
| Secondary items | Two or three shorter pieces |
| Useful extra | A tip, event or reminder |
| Footer | Contact address, preferences and unsubscribe |
Text and images
Text
- Important words as real text
- Headings that summarise each section
- Readable font size
Images
- Short alternative text
- Not essential to understand the message
- Compressed so emails load quickly
Buttons
- Large enough to tap
- Clear action words
A clear order of importance
Decide what matters most in each issue and put it first, with the largest heading and the only prominent button. Everything else should be visibly secondary. Newsletters that give equal weight to ten items leave readers unsure where to look, and they may click nothing. If an issue has too much to say, consider splitting it or linking to a page on your website.
Example: a newsletter redesign for a charity
Illustrative example — not a client case study
Situation: A charity's newsletter is a single large image containing all the text, and readers complain it is unreadable on phones.
- The content is rebuilt as real text in a single column with short sections.
- The main appeal goes first with one button; events and thanks follow.
- Images get short descriptions so the message survives if they are blocked.
What this shows: The newsletter became readable on any screen and accessible to screen readers. This example is illustrative.
Accessibility
Good contrast between text and background, a sensible font size, descriptive link text instead of 'click here', and alternative text for images help everyone, including people using screen readers. Avoid conveying information by colour alone. These choices also help when email apps block images by default.
Testing across email apps
Email apps display the same newsletter differently. Send tests to the apps your readers are likely to use, on phones and computers, and in dark mode if your readers use it. Check that images, buttons and spacing hold up, and fix layouts that break before using the design for real sends.
Keeping it on brand
Use your brand colours, logo and fonts where email apps support them, with safe fallback fonts where they do not. Consistent design from issue to issue helps readers recognise your newsletter in a busy inbox. Save the finished layout as a template so each new issue starts from the same structure. Review the template once a year.
Dark mode and image backgrounds
Some readers use dark mode, which can invert colours in parts of an email. Logos with transparent backgrounds may disappear against a dark background, and light text placed on images can become hard to read. Check how your design looks in dark mode in the apps your readers use, and adjust logos or backgrounds where needed. Test this before finalising the template, since fixing it later means changing every issue built from it.
Questions about email newsletter design
What makes a good newsletter design?
A phone-first layout, clear hierarchy, real text, good contrast and tappable buttons.
Should text be in images?
No; important words should be real text so they survive blocked images.
How many items should a newsletter have?
One main item and a few secondary ones is easier to read.
What must the footer include?
Your business name, a contact address and a way to opt out.
Why test across email apps?
They display layouts differently, especially on phones.
Should we save the design as a template?
Yes, so each issue starts from the same structure.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
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