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Once you’ve nailed product-market fit, your next big challenge is clear: communicate that value—clearly, quickly, and beautifully. That’s where email design steps into the spotlight.
In an increasingly crowded inbox, design isn’t just a matter of aesthetics—it’s a strategic lever that can amplify every other part of your marketing funnel. From open rates to click-throughs to conversions, a thoughtfully designed email helps your message resonate and perform.
As Lisa Livingston, Principal Customer Success Manager at Klaviyo, says:
“Well-designed emails enhance every other part of your strategy. When your design is consistent across channels, your brand becomes more recognizable—and your assets work harder.”
So, how do you create scroll-stopping, conversion-driving emails in 2025? You apply smart, forward-thinking design principles that reflect your brand, audience behavior, and evolving technology.
Here are 15 email design best practices to guide your campaigns in 2025:
1. Start with a Master Template
Your design process begins with a solid foundation.
A master email template ensures consistency across every campaign and saves time in the long run. Lock in your brand elements—typography, colors, padding, layout structure, and spacing. Make sure the header, footer, and logo treatment are standardized.
This approach helps you:
- Maintain a recognizable brand identity
- Speed up campaign creation
- Reduce errors across design and development
💡 Bonus Tip: Write subject lines and preview text directly in your master template to reflect your tone of voice and spark curiosity. These micro-elements are your first impression—make them count.
2. Prioritize Accessibility
Inclusive design isn’t optional—it’s essential.
Designing with accessibility in mind not only broadens your reach but also improves overall usability.
Consider the following elements:
- Alt text for all images
- Sufficient color contrast for readability
- Readable font sizes (14px+ for body, 20px+ for headers)
- Descriptive link text (avoid “click here”)
Also, avoid embedding essential text in images—if images don’t load, your message still needs to land.
Accessibility builds trust and ensures your emails are usable by everyone—including subscribers with visual impairments or reading difficulties.
3. Simplify Your Header
Your header sets the tone—keep it clean and clear.
Your logo should be front and center, but don’t clutter the header with navigation bars, banners, or excessive “eyebrow” copy unless it directly supports the message.
A simplified header:
- Improves load time
- Keeps the focus on your key content
- Looks better on mobile
Make your header functional, not flashy—save the creativity for your hero section.
4. CTA Strategy Matters
Your CTA (Call-to-Action) is your money-maker—treat it with care.
Here’s how to craft effective CTAs:
- Use a primary CTA above the fold (e.g., “Shop Now,” “Get Started”)
- Make buttons visually distinct with brand colors and padding
- Avoid CTA overload—1-2 per email is ideal
- Use low-friction phrases like “Learn more” for top-of-funnel audiences
CTA placement and wording can make or break your email’s effectiveness. A/B test to find what resonates.
5. Design for Mobile First
In 2025, 75%+ of email opens happen on mobile. Designing for desktop first is a misstep.
Mobile-first design means:
- Single-column layouts for easier scrolling
- Bigger touch targets for CTAs
- Shorter subject lines (35-50 characters max)
- Compressed, mobile-optimized images
Preview your designs on multiple devices and email clients. If it doesn’t work on mobile, it doesn’t work—period.
6. Balance Text and Images
Images are great—but they’re not the message.
Relying too heavily on visuals can lead to problems:
- Slow load times
- Deliverability issues
- Broken layouts if images are blocked
Instead, follow a 60:40 text-to-image ratio. Use compelling images to support, not replace, your copy. And make sure the email is still understandable if images fail to load.
Your visuals should complement the story—not tell it alone.
7. Add Movement Strategically
Animation draws attention—but don’t overdo it.
Use GIFs, cinemagraphs, or light motion to highlight key product features or announcements.
Just be cautious:
- Limit file size to avoid slow load times
- Avoid flashing or rapid animations
- Use alt text for fallback messaging
A touch of motion can lift engagement—too much becomes distraction.
8. Personalize Through Design
Modern email design isn’t one-size-fits-all.
Use segmentation, dynamic content blocks, and behavioral triggers to show subscribers exactly what they care about.
Personalization in design includes:
- Custom product recommendations
- Localized promotions
- Dynamic images and banners based on user data
When people feel like an email was made for them, they’re far more likely to engage.
9. Address Customer Pain Points Visually
Don’t just tell—show how you solve problems.
Email design can reinforce your value proposition by:
- Using icons or illustrations to simplify complex features
- Including testimonials or review snippets as visual elements
- Showing before-and-after scenarios or user success stories
Every design choice should ladder up to this goal: help the reader understand how their life improves with your product.
10. Optimize for Dark and Light Modes
More email clients now support dark mode, and users are increasingly adopting it.
To ensure visual integrity in both modes:
- Avoid transparent PNGs that may clash with dark backgrounds
- Use logos with contrasting versions (light + dark)
- Test HTML color values across both modes
- Preview with tools that simulate light/dark mode variations
Poor contrast in dark mode can ruin your design—and your message.
11. Give a Behind-the-Scenes Peek
People buy from brands they know and trust.
Use email design to give your audience a sneak peek into your world:
- Highlight team members or company culture
- Use candid photography (not just polished product shots)
- Showcase how your products are made or sourced
These touches add authenticity and strengthen emotional connections with subscribers.
12. Incorporate User-Generated Content (UGC)
Want to build trust instantly? Let your customers speak for you.
Design email sections that feature:
- Customer photos from social media
- Review quotes with profile images
- Video snippets or unboxing experiences
UGC helps your email feel more conversational and relatable—less like a broadcast, more like a community.
💡 Pro Tip: Use dynamic content blocks to showcase different reviews or images based on user interest.
13. Don’t Be Afraid to Be Bold
Design is also an opportunity to surprise and delight.
For new product drops, sales events, or seasonal campaigns, play with:
- Unexpected color palettes
- Creative typography
- Non-traditional layouts (e.g., zig-zag or card-based)
Push boundaries—but always A/B test bold ideas with smaller segments before rolling them out widely. Bold doesn’t mean chaotic—it means memorable.
14. Max Out Your Footer
Your footer isn’t just for legal compliance—it’s prime real estate.
Yes, you need:
- Unsubscribe link
- Mailing address
- Privacy policy
But don’t stop there. Use your footer to:
- Reinforce your brand story
- Link to social profiles
- Showcase your mission or values
- Offer a last-ditch CTA (“Still curious? Check out our FAQs.”)
Your footer is often the last thing a reader sees—make it count.
15. A/B Test Everything
Design isn’t static—it’s iterative.
Use A/B testing to compare:
- CTA button colors and styles
- Image placement vs. copy-first layouts
- Subject line phrasing
- Personalization vs. generic design
Only test one variable at a time to get clear insights. Over time, you’ll uncover patterns that inform better, higher-performing designs.
Elevate Your Email Strategy with Klaviyo
Klaviyo helps brands turn ideas into action. Whether you're an ecommerce giant or a fast-growing DTC startup, Klaviyo’s suite of email design tools can help you craft messages that drive results.
✅ Customizable templates
✅ Drag-and-drop editor
✅ Dynamic content blocks
✅ AI-assisted layout and image suggestions
✅ Built-in A/B testing tools
Design smarter. Personalize deeper. Convert more.
With Klaviyo, you’re not just creating beautiful emails—you’re building a smarter, more scalable strategy.
Final Thoughts: Your 2025 Design Checklist
As we head deeper into 2025, the inbox is more competitive than ever—but it’s also filled with opportunity.
Let’s recap the best practices:
| Best Practice | Why It Matters |
|---|---|
| 1. Master Template | Boosts consistency and speed |
| 2. Accessibility | Makes emails inclusive |
| 3. Simplified Header | Reduces clutter, boosts clarity |
| 4. Strong CTA Strategy | Increases conversion rates |
| 5. Mobile-First Design | Matches real user behavior |
| 6. Text-Image Balance | Ensures readability and speed |
| 7. Smart Motion Use | Adds visual interest |
| 8. Design Personalization | Builds stronger connections |
| 9. Pain Point Storytelling | Increases relevance |
| 10. Light/Dark Mode Optimization | Improves visual experience |
| 11. Behind-the-Scenes Content | Builds transparency and trust |
| 12. UGC Integration | Adds social proof |
| 13. Bold, Creative Layouts | Grabs attention |
| 14. Strategic Footers | Reinforces brand and drives clicks |
| 15. Constant A/B Testing | Drives continuous improvement |
Your next email isn’t just another message—it’s a micro-experience with your brand.
Design it with purpose. Test it with data. Refine it with insights.
Let your 2025 email campaigns not just meet the standard—but set it.
Ready to create smarter, better-looking emails?
Explore what Klaviyo can do for your email design strategy today.
