HTML Email Design Recommendations - Slide 4

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Most email users read their email in preview panes, which limits the amount of the email that can be seen. Although the size of preview panes varies, Responsys considers the first 300 pixels of an email relevant when designing for preview pane optimization. This is critical real estate because subscribers often look at what’s in this space before deciding to engage further with an email.

  • Be mindful of the height of your preheader, header and navigation bar, if you use one. While all of those elements are important, they allow less of your body copy to appear in the preview pane.
  • Include your headline and primary call-to-action in the preview pane, if possible.
  • If your emails are long and you include a table of contents, place at least a portion of it in the preview pane.

To be successful, email designs must constantly evolve to meet the shifting needs and behaviors of consumers and adjust to email platform changes.

Best practices are always changing, so Responsys has assembled the following list of 2011 design and coding recommendations to help ensure that your HTML emails optimize the user experience and response, perform well on mobile devices, render properly in the widest array of email clients, and achieve higher inbox deliverability rates.

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