Email design can be a challenge for most marketers. Internet Service Providers (ISPs), email programs, and varying browsers increase the potential for message rendering issues, making it difficult for marketers to ensure their email looks the same for all recipients. The best way to overcome this challenge is to design your email to focus on the message.
Seven Steps to Effective Email: 
-
Keep image blocking in mind. Make sure that your message is clear if the recipient's email blocks the images. Images should act as supplements rather than the main focus of the email. When using images in email it is important to name them so your recipients have an idea of what the images are as they determine whether to view them or not.
-
Design for the preview pane. Keep your design to 600 pixels wide. This will prevent horizontal scrolling and ensure that your message is seen in the preview pane.
-
Make sure your call to action is visible. Place your branding, table of contents, or main call to action in the top left 4-5 inch square (288-360 pixels) of the email so it appears in the preview pane.
-
Avoid rich media. Deliverability issues can occur when you embed flash or video in your email. Instead, use a screenshot of the media linking to the live version on your website.
-
Stay out of SPAM. Add text to the top of your email that encourages your audience to add your email address to their contact address book, this will ensure your emails land in their inboxes.
-
Test your emails. Check for rendering issues with the most common email providers such as Yahoo, Hotmail, AOL, Gmail and Outlook to make sure that your design displays correctly.
-
Remember the text version. Some subscribers may prefer to receive your emails this way. Use simplified copy points and characters such as asterisks and dashes to create headlines and separate areas of interest.
