Email Design for Maximum Engagement

Dos and Don’ts

When it comes to email, great content alone doesn’t cut it. Your email’s design—everything from layout to wording—plays a huge role in getting it opened, read, and clicked.

Today, I’m sharing the dos and don’ts that can help you boost your email engagement rates. This isn’t guesswork; these are tested strategies that tackle the biggest hurdles in email deliverability and engagement.

Let’s get into it 👇

---

The Do’s: Build Trust and Engagement

1. Use Verified Links and Domains

   • The Why: Emails with authenticated links are less likely to end up in spam. This builds trust with both readers and email providers.

   • The How: Set up SPF, DKIM, and DMARC records to verify your domain. These records act as a stamp of legitimacy, reassuring email servers that your content is trustworthy.

   Example: Instead of using shortened links or URLs from third-party services, use your verified domain for all links. For example, use company.com/blog rather than bit.ly/12345.

2. Limit Images to Improve Load Speed

   • The Why: Overloading with images can trigger spam filters and increase load times, causing readers to lose interest.

   • The How: Stick to 2-4 images max, keeping file sizes small. Use relevant visuals that enhance your message without overpowering it.

   Pro Tip: Avoid GIFs and complex visuals in the email body. Instead, provide a link to a landing page where readers can explore more content, keeping the email itself lightweight.

3. Choose Words That Connect (and Don’t Trigger Spam)

   • The Why: Spam filters hate words like “free,” “best offer,” or “amazing.” These words scream “promotional email” and are flagged quickly.

   • The How: Use clear, straightforward language that resonates with readers without triggering spam.

   Words to Avoid: “Guaranteed,” “Increase sales,” “Lowest price,” “Sign up for free.”

   Use Instead: Try phrasing like “Discover more” or “Find out how we can help”—phrases that still prompt action without the hard sell.

4. Optimize for Mobile with a Simple Layout

   • The Why: With more than 50% of email opens on mobile, a clean, single-column design ensures readability across devices.

   • The How: Use a single-column layout, large fonts, and ensure clickable buttons. Avoid multiple columns, which look cluttered on mobile screens.

   Example: Instead of packing everything into one email, link to a web page for more details. This reduces email clutter while keeping readers engaged.

5. Add Personalization That Feels Relevant

   • The Why: Personalization increases relevance, and emails tailored to individual preferences have higher engagement.

   • The How: Go beyond using a name. Segment your audience based on interests, past behavior, or demographics for a more tailored experience.

   Example: For a B2B audience, personalize by including industry-specific content. For example, “Here’s what’s trending in [Industry] this month.”

---

The Don’ts: Avoid These Common Pitfalls

1. No ALL CAPS or Excessive Punctuation (!!!!!)

   • The Why: All caps and excessive punctuation feel pushy and are red flags for spam filters.

   • The How: Stick to regular casing and limit punctuation. Instead of “BEST DEAL EVER!!!” use “Exclusive Deal Inside”—it’s softer and feels more professional.

2. Skip the Clichés and Repetitive Subject Lines

   • The Why: Overused subject lines like “Just Following Up” or “Quick Question” are so common that they often go ignored.

   • The How: Make subject lines that give a clear preview of the email content. Avoid clichés and opt for something fresh and informative.

   Examples to Avoid: “Quick Question,” “Just Checking In.”

   Try Instead: “Your Monthly Guide to [Topic]” or “3 Ways to Boost Your [Metric] Today.”

3. Avoid Shortened URLs and Non-Verified Links

   • The Why: Shortened URLs can look suspicious to both readers and spam filters.

   • The How: Use full, recognizable URLs to add transparency and build trust with your audience.

   Example: Instead of bit.ly/xyz, use yourcompany.com/resource-guide.

4. Skip Overly Complex or “Fancy” Layouts

   • The Why: Multiple columns and flashy designs often look cluttered on mobile, complicating readability and loading times.

   • The How: Keep it simple with a single-column layout and plenty of white space. This improves readability and focuses the reader’s attention on your message.

5. Avoid Sending Large Batches of Emails All at Once

   • The Why: Sending a large volume of emails simultaneously can make email providers view your messages as spam.

   • The How: Stagger your sends or throttle delivery over time. This approach maintains deliverability and helps avoid spam traps.

---

Final Thought

Optimizing email design goes beyond flashy visuals. It’s about creating a clear, engaging, and professional experience that keeps readers interested. Follow these guidelines to help your emails land in the inbox—and drive meaningful results.

Let’s make every email a win! 🚀

When you’re ready, we’re here to assist you in three ways:

1. B2C SDRS or Aspiring first-time SDRs - Join our Online Cohort beginning November 12th (admissions now open) to learn from us and your peers about securing a role at a B2B SaaS company.  We cover everything from the process and skills to extensive mock interview practice.

   Launching a 2 week upskilling program for SDRs with 1-2 years of B2Bexperience from Dec 1st -20th.

   To Apply, You can book a time here

   Companies like Birdeye, Rippling, Epicor, Salesforce, Deel, Alaan, LambdaTest, Chargebee, VWO, Netradyne, Sogolytics, ConvertCart & Zluri has hired our SDRs/used our training for their teams.

   Now we have 2 Mentors from the Top SaaS companies to help you not only learn the skills but understand how hiring managers hire.

Check out our free resources & upcoming courses at learn.schoolofsdr.com

We launched a new cold calling course last week at an unbelievable price of INR 2499

You can sign up for a 1:1 chat here

2. Train your SDR Team: We offer a 4-week/onsite customized program designed to train your B2B sales reps on modern prospecting. Get in touch by setting up a time here.

3. Hire SDRs from us- We are currently training a team of 15 SDRs who’d be job ready SDR in 4 weeks. Get in touch by setting up a time here.

   Companies like Birdeye, Salesforce, Zoom, Rippling, Quizziz, Alaan, LambdaTest, Chargebee(hired 2 SDRs), VWO, Netradyne, Epicor, Sogolytics, ConvertCart & Zluri(hired 2 SDRs) has hired our SDRs in the past 3 months.

Enroll in Self Paced Courses like this one:

Bonus: Try Blue, Our AI powered Sales Coach to help you get instant feedback on Cold Emails and Cold Calls.