Design Tips to Optimize Your Email Campaigns

• Is the primary message and call to action visible above the fold?
• Is your content broken up into scannable pieces? For example, use a table of contents with jump links to section headers, Walsh said.
• Create balance between text and images.
• Follow an “S-curve” when planning your content, meaning that your arrangement of text and images should flow from top left to bottom right to draw viewers’ eyes down the page.
• Spell-check and confirm punctuation.
• Render as much text as possible as system text instead of graphical text for increased readability.
• Use calls to action that “pop.”

* Footer. Follow these tips to make the most of this often overlooked section at the bottom of your email: