Email layout: what mistakes to avoid and how to simplify
How email layouts differ from website layouts
Although emails and web pages are accessed on the same devices, their display differs significantly: web pages load in browsers that support modern technologies, while emails are opened in email clients that impose layout limitations.
Key differences
<style> tag in the <head> section, requiring styles to be written directly in the style attribute of each element. This is not done in web development, but without it in email layouts, the email will simply "break."Due to these limitations, email layout requires a special approach and testing on various platforms. It’s not just a stripped-down version of web layout; it has its own specifics that are important to get accustomed to.
What mistakes to avoid when laying out emails
Let's analyze common problems and ways to avoid them.
- Part of the email does not load (for example, footer or buttons).
- Open tracking does not work because the pixel typically resides at the end of the email.
- Analytics for Open Rate can become unreliable.
- Your subscriber base may suffer: Gmail gradually excludes inactive users from mailing lists (and due to this error, there will be more of them).
- Minimize code: remove unnecessary styles, shorten CSS.
- Compress images to reduce the overall size of the email.
- Test the email size before sending and conduct trial mailings to Gmail.
position— responsible for element positioning, but does not work in emails.background-image— some email clients do not display background images.hover— hover effects are not supported in many mobile clients.
Use only basic CSS properties and check compatibility in special services.
- Use responsive layout with media queries.
- Check rendering on different devices.
- If alt is not specified, the user will simply see empty blocks, which will spoil the email's perception.
- Long alt texts can "overlap" and layer over each other if the image occupies a small area.
- By default, clickable alt is displayed in bright blue, which may clash with the email design.
- Keep alt short and informative so it fits well within the email's structure.
- Style alt with CSS (
color,font-size) so it harmonizes with the design. - Test the email display without images in various email clients.
How to optimize layout
An optimized email layout for newsletters ensures stable rendering across different email services. Here are some ways to help simplify the work and enhance the quality of your mailings.
- reduces mailing preparation time;
- simplifies work for designers and layout specialists;
- lowers the likelihood of errors.
- product selections based on user interests,
- weekly digests,
- reminders about incomplete orders.
How to choose the right font
Fonts affect the perception of the email just like design and structure do. If the text is hard to read, the subscriber will simply close the email. Therefore, it is important to select fonts that are both comfortable and aesthetically pleasing.
How many fonts to use
It is recommended to stick to two or three:
- for body text — simple and readable,
- for headers — more expressive,
- sometimes — an additional one for accents, but without overdoing it.
What fonts are suitable
In email design, safe fonts are used — those that display correctly in any email service.
- Sans-serif (easy to read) — Arial, Helvetica, Verdana, Tahoma.
- Serif (suitable for classic style) — Times New Roman. If a non-standard font is used without specifying a fallback, the email client will substitute a standard option, which may spoil the design. To avoid display issues, always specify backup fonts.
Selection by style
- Official and business emails — strict, neutral sans-serif fonts.
- Entertaining content — more creative fonts are acceptable, but without losing readability.
Font size
- Body text — 12–14 pt (less than 10 pt is hard to read).
- Headers — 14–20 pt.
The font is not just a decorative element; it's a tool that makes the text understandable, comfortable, and stylish. Choose it according to the newsletter topic and target audience.
How to simplify email layout
The editor works with any HTML templates. You can modify the corporate template or create a new one without structural limitations. Built-in AMP blocks, carousels, and accordions allow for making emails interactive.
Beginners will find it easier thanks to convenient settings. All block parameters can be edited without coding. There is a built-in image storage with search and auto-upload, and HTML validation helps avoid errors.
Professionals have access to navigation through the DOM tree, working with classes and styles, and previewing on different devices. The editor does not cut hacks for email clients and special characters and supports layers for box-shadow and background-image.
To save time, you can save your own blocks and use them in new emails. This accelerates the process of creating mailings and alleviates unnecessary routine.
Conclusion
Email layout is the process of creating emails that correctly display on different devices and in email clients. The quality of how the email is assembled affects reading convenience, button functionality, proper image display, and ultimately the effectiveness of the entire mailing.
For emails to look professional and deliver results, it is essential to avoid layout mistakes, select the right fonts, optimize the code, and test the final template before sending. Using ready-made solutions like email templates, frameworks, and builders helps speed up work and reduce the likelihood of technical issues. A good layout for email messages makes the message not only beautiful but also functional. This means that more readers will see it as intended, and are more likely to open, read, and take the desired action.
