Three Ways to Give Your Emails a Fresh New Look

“My click through rate is too high” – said no email marketer ever.

Luckily, crafting an email that will score you plenty of link clicks isn’t rocket science.

It boils down to a few key elements, including…

Your subject line. (Those folks have to open your email before they can click on your link!)

Your copy and offer.

And the look and feel of your email.

In this article, we’ll focus on email design, and share some tips on how you can get your emails to stand out from the crowd.

These will help level up your email marketing game – especially if you’re using standard templates and just tweaking your copy.

Let’s jump in!

1. Experiment With Interesting Typography

Ready for a bit of tough love?

Here’s the truth:

Exclusively using Times New Roman or Arial fonts in your emails basically screams I’m a boring, corporate company without a soul.

That said, this doesn’t mean you should go off the deep end and use the wackiest, most zany font you can find!

At the end of the day, legibility is still crucial when it comes to email design.

For some inspiration, check out this email by Chatbooks, which features an artsy cursive font together with more standard fonts:

Pretty effective, huh?

Now, a few more tips when it comes to email fonts and typography:

As a general rule of thumb, you won’t go wrong with pairing a distinctive font with a secondary font that’s more neutral and conservative.

Fonts that have similar proportions, or have similar x-heights (the height of your lowercase letters) are likely to look harmonious together.

Last but not least, make sure whatever fonts you’re using work well with your existing branding. Consistency is important!

Alright, now that you know the do’s and dont’s of choosing email fonts, let’s move on!

2. Switch Up Your Layout

To sustain your contacts’ interest, you’ve got to switch up your layouts every once in a while.

There’s no excuse for using the same boring email design every time. This applies to everyone, even eCommerce store owners who are simply sending out product recommendation emails.

Here’s a great example from Mr Porter:

Also check out this other email by Urban Outfitters, which comes with fun hand-drawn scribbles:

If you want to put together a new layout for your email campaigns, but don’t have any design skills, don’t sweat it.

There are various drag and drop tools (such as Canva) that will help you get the job done.

If you like the look of those hand-drawn scribbles, there are plenty of options available for you to download and use on Freepik.

Assuming you’re intending on using Canva, here’s a quick crash course:

  • Upload your product images and other pictures (background image, hand-drawn scribbles, etc) on Canva
  • Choose the dimensions of the layout you want to create
  • Drag and drop your images onto the screen, and order them as you wish
  • Once everything’s good to go, you can export the image and drop it into your email:

That’s all there is to it!

3. Ditch The Product Photos

Finally, you can always ditch your product photos and capture your contacts’ attention with an interesting image that complements your call to action.

For example, we love this email from J.Crew that features an image of a fortune cookie saying that an “amazing shopping opportunity” is just around the corner.

This other email, which features a GIF of a ringing phone, is also pretty creative.

Now, this strategy is pretty open-ended, and the sky’s really the limit here.

Want to experiment with this format of emails, but don’t know where to start?

Here’s a tip: think about what your customers are like, and go from there.

Say your customers are 20 to 40 year olds who are educated and intelligent. An email featuring a cute joke or a pun will possibly do the trick.

Once you’ve figured out what you want to do, putting together your email is simple.

First, obtain the images and artwork you want to use.

You can either:

  • Create these yourself
  • Get them from a royalty-free site such as Unsplash
  • Purchase a stock image, or
  • Pay a freelancer on Upwork to create an image for you

Once that’s done, upload the image. Then put in your email title, body text, CTA, and tah-dah you have your email!

Rethinking Your Email Design

Many marketers get lazy when it comes to email design.

But if you want to sustain the interest of your audience (and increase your click through rates!), that’s really not an option.

So start experimenting with new email layouts and designs, and watch as your click through rates soar through the roof!


Kristen Dahlberg

Content Manager at Sendlane
As a member of the Sendlane content marketing team, Kristen focuses on everything from organization to content curation and process improvement. She enjoys variety and the challenge of learning the best way to accomplish each new goal.

Outside of work, Kristen spends as much time as possible at the beach, soaking up the San Diego sunshine!