Email Design Best Practices

Goals for Email Design

  • Be on-brand
  • Compatible with widely used email clients
  • Easy to edit and configure

In the Bridg App...

  • You can choose from a selection of templates for your brand
  • Have text areas that can be easily edited
  • Have graphics/images that can be easily swapped out
  • Link promotions to an email’s call-to-action (button)
  • Have full access to the HTML to make custom changes

Spectrum of Email Types

Differences in Email Types

  • Almost 100% Code
    • Simple, clear design
    • All text areas can be edited within Bridg app
    • Very few images used
    • Message isn’t blocked by image blockers
  • 100% Image
    • Engaging, creative design
    • Content is made by your graphic design team, including changes
    • Some email clients prevent images from loading automatically
    • Brands with a graphic design team usually go with this option

Next Steps

  • Will you be using your graphic design team to make email content?
  • Send us the designs you’d like to use and/or send us brand assets (logo, colors, email samples) for us to create a simple template
  • We will set up follow-up review meetings to go over the email templates


Technical Best Practices

  • Email width should be between 550 - 650px.
  • Emails should be easy to read on mobile and desktop.
  • Multiple messages (or call-to-actions) in a message can lower performance - it’s better to have emails meant to promote one action.
  • Use pre-header text so customers can see a snippet before opening the email.
  • Be brief and concise in your messages.
  • Ultimately, due to differences in customer behavior and preferences, email performance can vary. It’s best to test, iterate content, and target customers, to truly see what works and doesn’t work.

Email Client Market Share

May 2015, Litmus Email Analytics

Client Share


Google/Android 26%
Microsoft/Outlook 15%
Yahoo! 4%
AOL 1%
Other 7%

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