Email UX Best Practices 2024

Boost Engagement and Conversations

Here’s what you need to know about email UX in 2024:

• Personalization is key: 72% of consumers only engage with tailored content
• Mobile-first design: 81% of subscribers read emails on smartphones
• Dark mode compatibility: 80% of users have it enabled
• Keep emails under 150KB to avoid Gmail cutoffs
• Use SPF, DKIM, and DMARC for better deliverability
• Make emails accessible with semantic markup and high contrast (4.5:1 ratio)
• A/B test regularly to improve performance

Top trends:

• Interactive elements (e.g. quizzes)
• Bold, simple designs
• Creative layouts for easy scanning

Key metrics to track:

• Open rate: Aim for 32.55%
• Click-through rate: 2-3% is good
• Conversion rate: 4% for leads
• Unsubscribe rate: Keep under 1%

Remember: Balance visual appeal with functionality, always keeping the user experience front and center. Test different versions, analyze results, and keep optimizing your emails for maximum impact.

Related video from YouTube

What Makes Good Email UX Design?

In 2024, good email design isn’t just about looks. It’s about creating an experience that grabs your audience and gets them to act.

Let’s break down what makes emails both eye-catching and effective.

Basic Rules for Email Design

Good email design starts with making things clear and easy to read. Here are the must-follow rules:

1. Stick to your brand: Keep your emails looking like “you”. When brands stay consistent, they can make up to 23% more money.
2. Think mobile-first: 63% of people open emails on their phones. Use a single column and keep your email 600-640 pixels wide. This way, it looks good on all devices.
3. Mix pictures and words: Aim for 40% images and 60% text. This helps your email load faster and makes it easier for everyone to read.
4. Use white space: Leaving some blank space can help people understand your message 20% better.
5. Make buttons pop: Use bright colors for your “Click Here” buttons. Put them where thumbs can easily tap on phones.

Email Design Trends in 2024

Email design is changing fast. Here’s what’s hot:

• Dark mode ready: 8 out of 10 people like dark mode. Make sure your emails look good in both light and dark.
• Games in emails: Adding fun stuff like quizzes can work wonders. One company made 35% more money by adding a “spin the wheel” game to their holiday email.
• Simple but bold: Clean designs with big, bold letters and colors are in. One company used wavy text in their email title to catch eyes.
• Creative layouts: Emails that look like an “F” or have neat sections are popular. It makes emails easier to scan and read.

Why People Open and Read Emails

Getting people to open your email is half the battle. Here’s what makes them click:

• Catchy subject lines: Almost half of people open an email because of the subject line. One company tripled its open rates just by writing better subject lines.
• Personal touch: 72% of people only care about emails that feel made just for them. Adidas, for example, suggests products based on whether you’re a guy or a girl.
• Familiar sender name: 42% of people look at who sent the email first. Using a real person’s name can get up to 50% more opens.
• Sneak peek text: Emails with a little preview text get opened about 33% of the time. That’s 7% more than emails without it.
• Regular schedule: Sending emails at the same time builds trust and keeps you out of the spam folder.

“Design isn’t just about looking good. It’s about getting people to engage and take action.” – Scoop.it Blog

Design Building Blocks

Let’s talk about making emails that work in 2024. It’s not just about looking good – it’s about structure that guides readers and gets them to act.

How to Order Content

The way you set up your email can make all the difference. Here’s the scoop:

Put your big news first. Campaign Monitor says 81% of people just skim emails. Make those first few seconds count.

Try the inverted pyramid: big news, details, then a clear call-to-action (CTA). It’s great for promo emails and sales announcements.

Keep it scannable. Short paragraphs, lots of white space. Why? Litmus found that 42% of emails are read on phones.

Guide the eye from top to bottom. The F-pattern layout works with how people naturally read.

End with a bang. Always close with a clear, eye-catching CTA.

“Your email layout is the first impression you’ll make in front of your audience.” – SiteGround Blog

Making Emails Work on Phones

Mobile-friendly isn’t optional anymore. Here’s how to nail it:

1. Think mobile-first

Design for phones, then scale up. It’ll look good everywhere.

2. Keep it narrow

Stick to 600-640 pixels wide, single-column. No side-scrolling on phones.

3. Size matters

Body text? At least 13 pixels. iOS will auto-increase smaller text, which can mess things up.

4. Make it touchable

Buttons and links need a 44×44 pixel target area. It’s a small change that can boost clicks big time.

5. Test, test, test

Always preview on different devices. What looks great on your computer might fall apart on a phone.

Here’s a quick look at how email clients handle responsive design:

Client	Media query support
Apple iOS	Yes
Gmail App for Android	Yes
Outlook Android and iOS	Yes
Amazon Kindle Fire	Yes
Microsoft Windows Phone 7.5	Yes

Technical Setup

Let’s talk about making your emails load fast and stay secure in 2024. These technical details can make or break your campaigns.

Speed Up Your Emails

Slow emails? That’s a quick way to lose your readers. Here’s how to pick up the pace:

Shrink those images

Images are often the biggest culprits for bloated emails.

Use tools like TinyPNG or JPEGmini to compress them without losing quality. Aim for under 200KB per image.

Trim the fat

Keep your entire email (text, images, and code) under 150KB. Why? Gmail cuts off messages over 102KB, which can hurt your engagement.

Clean up your code

Strip out unnecessary HTML and CSS. This “minification” can seriously slim down your file size.

“Keep your design simple and focused on your main message.” – Dmytro Kudrenko, Stripo founder

Stick to basic fonts

Fancy web fonts look nice, but they slow things down. Use system fonts when you can, and always have backups.

Go easy on GIFs

Animated GIFs catch the eye, but they’re heavy. If you use them, keep them short and compress them hard.

Here’s how different elements affect load times:

Element	Speed Impact	What to Do
Images	Big slowdown	Under 200KB each, compress
HTML/CSS	Medium hit	Minify, use inline CSS
Fonts	Can drag	Use more text, and fewer images
GIFs	Major lag	Use sparingly, fewer frames
Text	Barely noticeable	Use more text, fewer images

Lock Down Your Emails

Securing your emails isn’t just about privacy – it’s about making sure they actually reach your readers. Here’s how to set up the big three of email security:

SPF (Sender Policy Framework)

Think of SPF as a bouncer for your email party. It tells providers which servers can send emails from your domain.

To set it up:

1. Add a TXT record to your DNS settings.
2. List all the servers that can send your emails.
3. Use a tool like MxToolbox to check your SPF record.

DKIM (DomainKeys Identified Mail)

DKIM is like a wax seal for your emails. It proves they’re really from you and haven’t been messed with.

Here’s the process:

1. Get a public-private key pair from your email provider.
2. Put the public key in your DNS records.
3. Your email service will sign outgoing messages with the private key.

DMARC (Domain-based Message Authentication, Reporting & Conformance)

DMARC builds on SPF and DKIM. It tells email providers what to do with messages that fail these checks.

To set up DMARC:

1. Create a DMARC policy in your DNS records.
2. Start with a “none” policy to watch without affecting delivery.
3. Slowly tighten your policy as you get more confident.

These protocols can really boost your email deliverability.

“Great servers and adequate security are not enough! The maximum size limit of the messages that ESP supports may differ from the one that applies to the recipients of your e-mails.” – Natalia Zacholska, Email Deliverability Team Coordinator

Making Emails Work for Everyone

In 2024, email accessibility is a big deal.

With 4.48 billion email users worldwide, your emails need to work for everyone – including people with disabilities. Let’s dive into how to make that happen.

Working with Screen Readers

Screen readers are super important for visually impaired users. Here’s how to make your emails play nice with these tools:

1. Use semantic markup

Structure your email properly with HTML tags like <h1>, <p>, and <ul>. This helps screen readers make sense of your content.

2. Write descriptive alt text

Don’t just say “logo.png”. Instead, try something like “Company XYZ logo – blue mountain peak with the sun rising behind it”. Paint a picture with your words.

3. Create logical reading order

Arrange your content so it makes sense when read aloud. Avoid fancy layouts that might confuse screen readers.

4. Use descriptive link text

Forget “click here”. Go for specific phrases like “Read our full accessibility report”. This gives screen reader users the context they need.

“Accessible emails drive more interactions and boost click-through rates and conversions.” – World Health Organization (WHO)

Using the Right Colors

Color choices can make or break your email’s accessibility. Here’s how to nail it:

1. High contrast is key

Aim for a contrast ratio of at least 4.5:1 between text and background. Use tools like WebAim‘s Color Contrast Checker to double-check.

2. Don’t rely solely on color

About 350 million people worldwide are color blind. Use icons, patterns, or text alongside color to convey information.

3. Avoid tricky color combos

Steer clear of red/green, blue/yellow, green/blue, and blue/purple pairings. These can be tough for color-blind users to tell apart.

4. Use larger, legible fonts

Go for a minimum font size of 14 pixels. This helps everyone, not just visually impaired users.

Here’s a quick look at good vs. bad color practices:

Good Practice	Bad Practice
Black text on white background (contrast ratio: 21:1)	Light gray text on white background (contrast ratio: 2:1)
Using both color and icons to indicate errors	Using only red text to show errors
Offering a high-contrast mode option	One-size-fits-all design with low contrast

Personal Touch in Emails

In 2024, personalization isn’t just a nice-to-have – it’s a must-have for email campaigns that convert. Here’s how to make your emails feel like they’re written just for each reader.

Adding Custom Content

Forget generic emails. Smart marketers use dynamic content to create unique experiences. Here’s the playbook:

1. Use what you know

Start simple: use names in subject lines and emails. But don’t stop there. Use past purchases, browsing history, and location to craft messages that hit home.

Take Netflix. Finish a series, and they’ll email you suggestions based on what you’ve watched. It’s like having a friend who always knows what you’ll love.

2. Get creative with dynamic elements

Dynamic content goes beyond text. Try:

• Personalized images
• Product recommendations
• Location-based offers
• Countdown timers for sales

J.Crew’s continuous scroll dynamic emails are a great example. They keep customers exploring, boosting engagement and sales.

3. Timing is everything

Send emails when subscribers are most likely to open them. Tools like Klaviyo can pinpoint the best send time for each person.

“The more you know your subscribers/customers, the more you’ll be able to segment your database and your sendings.” – Victor Montaucet, CEO at ThirtyFive/Ben&Vic

Grouping Similar Readers

Segmentation makes personalization doable at scale. By grouping similar subscribers, you can create targeted campaigns that feel personal without writing individual emails. Here’s how:

1. Get granular with your data

Don’t just segment by age or location. Look at:

• Purchase history
• Email Engagement
• Website behavior
• Customer lifetime value

Huda Beauty doubled their year-over-year growth in Klaviyo-attributed revenue by focusing on engaged subscribers. They now send regular campaigns only to those who’ve engaged in the last 120 days, saving full-list blasts for big annual sales.

2. Use quizzes for self-segmentation

Andie Swim‘s fit-finder quiz is genius. By asking about style and fit preferences, they segmented their email list effectively. The result? An extra $70,000+ in revenue in just 8 months.

3. Automate for efficiency

Use tools that update segments automatically based on subscriber behavior. This keeps your emails on target, even as customer preferences shift.

The goal isn’t just sorting people into boxes. It’s about creating a more relevant, engaging experience for each subscriber. Done right, segmentation can boost revenue by 760%, according to Campaign Monitor.

Checking What Works

In 2024, email design optimization is an ongoing process. Let’s explore how to keep improving your email strategy.

Testing Different Versions

A/B testing is key for email success. It’s about knowing, not guessing.

Here’s how to do A/B tests right:

1. Pick a clear goal

Choose one metric to focus on open rates, clicks, or conversions.

2. Change one thing at a time

Test just one element:

• Subject lines
• Sender names
• Email content
• Design elements
• Send times

This pinpoints what affects performance.

3. Use good tools

The A/B testing tool market is growing fast. Look for:

• Advanced Targeting
• Easy integration
• Various test types

4. Learn from success stories

Some companies are nailing A/B testing:

Human Interest boosted form submissions by 3.77% and scheduled calls by 74.84% using VWO FullStack.

Hush Blankets increased their conversion rate by 5.67% and revenue by 51.32% with VWO’s Visual Editor.

Penn Foster saw a 202% jump in click-to-lead conversion rate with a new landing page.

But remember: What works for others might not work for you. That’s why you test.

Tracking Results

After testing, dive into the data:

1. Key metrics to watch

Focus on these:

• Open rate: Aim for 32.55%
• Click-through rate (CTR): 2-3% is good
• Conversion rate: 4% is solid for leads
• Unsubscribe rate: Keep it under 1%

2. Go beyond numbers

David Otero from DLTC says:

“An A/B testing tool should be easy to use and simple to onboard team members. Optimization – especially conversion rate optimization – is not a one-person job.”

Get your team involved in the analysis. Fresh eyes spot new trends.

3. Connect email to web

Use tools that link your email platform with web analytics. See how email engagement leads to on-site actions.

4. Never stop testing

Email preferences change. Set up regular tests to stay current.

Summary

Email design in 2024 is all about grabbing attention and driving action. Here’s what you need to know:

Make it personal: 72% of consumers only engage with personalized content. Adidas nails this by tailoring product recommendations based on gender.

Think mobile-first: 81% of subscribers read emails on smartphones. Single-column layouts and thumb-friendly CTAs are your friends here.

Don’t forget dark mode: 80% of users have it on. Your emails should look great in both light and dark settings.

Keep it light and secure: Aim for under 150KB to avoid Gmail cutoffs. Use SPF, DKIM, and DMARC protocols to boost deliverability and trust.

Design for everyone: Use semantic markup, descriptive alt text, and high contrast ratios (at least 4.5:1) to make your emails accessible.

Test like crazy: A/B testing is your secret weapon. Human Interest saw a 74.84% increase in scheduled calls through smart testing.

Great email design balances look with function. As Nikolett Lorincz, Head of Content at OptiMonk, says:

“When you strive to fully optimize your email marketing efforts, from your welcome emails to your purchase confirmation emails and beyond, you can build a base of extremely committed, loyal customers.”

Stick to these principles, and you’ll be on track for email marketing success in 2024.