Graphic designers are experts for a reason – through training and experience they have developed an eye for what is visually appealing and what draws a reader in. But knowledge of attractive design and what works for email are two different things.Many designers are unfamiliar with the quirks and limitations of designing for email, and it’s your job as a marketing manager to provide the direction to steer them away from the common
mistakes that affect delivery and response.

While many of the recommendations in this guide are about graphics, we’re not suggesting that you eliminate all of the graphics in your email designs. People are visual creatures and graphics make a positive impact. Just be sure that your designer knows how to make graphics work for your emails and not against them.

This paper will provide:

1. An overview of the design elements that are the most effective in email campaigns
2. An explanation of why traditionally “good design” from print and postal mail do not translate to email
3. What marketers should look for when reviewing an email design
4. How to look for email-design resources and advice