When it comes to email marketing, we all love a good strategy session — a deep dive into personas, funnels, and lifecycle journeys. But sometimes, the biggest impact comes from the smallest changes. You don’t always need to overhaul your entire campaign to move the needle. In fact, some of the quickest wins are staring us right in the inbox.
Here are five easy-to-implement email design tweaks that can instantly boost engagement, improve click-through rates, and deliver more value with every send:
1. Put Your Button Where the Action Is
Let’s be honest – nobody is scanning your email marketing message looking for the call-to-action (CTA). If you want clicks, you better make it easy to find.
Place a clear, well-designed CTA button above the fold – that means making it visible without scrolling, especially on mobile. It’s considered best practice to reinforce it later in the email for subscribers who need more context before clicking.
Bonus Tip: Stick to one primary CTA per email. Multiple options can create confusion, while a single CTA is great for conversions.
2. Add Alt Text to Your Images
Broken images lead to broken experiences. And while your beautifully designed email may look amazing in your email editor, not all inboxes treat images the same way.
Always include alt text for images. Not only does this help with accessibility (which isn’t only good practice but also a legal requirement), but it also ensures your message isn’t lost if images don’t load.
Example: Instead of “IMG1234,” try “Click here to shop our spring collection.” Clear, descriptive, and actionable.
3. Rework That Subject Line
Subject lines are your email’s first chance to make a good impression – and sometimes, your only chance. If you’re not formatting them for scannability and curiosity, you’re leaving opens on the table.
Use brackets, emojis (sparingly), or caps to highlight offers or urgency. Keep it short – under 50 characters if possible.
Examples:
- ✅ [New Guide] 5 Tactics for Better Retargeting
- 🎉 24-Hour Flash Sale – Don’t Miss Out
- 🚨 Last Call: Free Shipping Ends Tonight
Just remember — being clever is great, but clarity always wins.
4. Think Like a Thumb: Make It Mobile-Friendly
More than 40% of emails are opened on mobile. That means you’re designing for a 6-inch screen and a scrolling thumb. Cluttered layouts and tiny tap targets don’t stand a chance.
Use single-column layouts, keep font sizes legible (minimum 14px for body text, 22px for headlines), and ensure buttons are at least 44×44 pixels with ample spacing around them.
Pro Tip: Test your emails on real devices (or software that emulates real devices) – not just in a desktop preview. Most of your audience doesn’t care how your email looks in Outlook on a 27-inch monitor.
5. Use a Visual Hierarchy to Guide the Eye
People don’t read emails – they scan them. Help them find what matters most with a clear visual hierarchy.
Use headings, bold text, icons, and whitespace to break up your message. Draw attention to key areas, such as offers, testimonials, and CTAs.
Consider this: Think of your email as a billboard. If someone glances for three seconds, what do they walk away with?
Final Thought: Small Tweaks, Big Impact
You don’t need to reinvent your email marketing strategy to see better results. Sometimes, it’s the little things – like moving a button, tightening a subject line, or leaving a little more breathing room – that deliver the most significant return.
Want to see how these quick wins could look in your next campaign? The emfluence marketing platform makes it easy to preview, test, and optimize every element — no guesswork, no hassle. To learn more, schedule a demo by contacting our email marketing experts at expert@emfluence.com.
