Hey it’s Chase and Jimmy here!

Your emails have one shot to grab attention.

Inbox overload is real—most emails get ignored, deleted, or lost in spam. But when an email is designed well? It stands out. It gets read. It drives action.

So, how do you design emails that people actually want to open, read, and click? Today, we’re breaking it all down.

Plus, in this week’s top clips: A fluffy new Easter treat is shaking up the candy aisle (sorry, Peeps), the secret sauce behind food industry M&As, and how Zendaya is lacing up for her next big collab.

Ready? Let's get to it!

🚩 Your emails deserve better than the spam folder.

You crafted the perfect email—killer subject line, compelling copy, an offer too good to ignore. But instead of landing in inboxes, it’s banished to spam. Frustrating, right?

Spam filters don’t care how good your email is—they care about sender reputation, compliance, and technical factors most marketers overlook.

The good news? You can outsmart them.

Omnisend broke down 16 proven ways to dodge spam filters and boost your deliverability, with their playbook, you'll learn how to:

📌 Authenticate your domain
📌 Avoid spam trigger words
📌 Keep your list clean & engaged
📌Comply with email laws (CAN-SPAM, GDPR)

And more! Ready to clean up your spam act?

🎨 10 Email Design Tips for Click-Worthy Campaigns

1. Stick to a master template

If your emails look different every time, your brand starts to feel all over the place.

One week, your CTA buttons are blue. The next, they’re green. Sometimes you use big, bold headlines. Other times, you don’t.

A master template keeps everything cohesive. Using one helps you:

• Save time and effort

• Reinforce brand identity

• Make your emails look polished and professional every time

For example, here are three different emails from Surreal.

See how they use similar fonts, colors and layouts in each email? That’s the kind of consistency we’re talking about.

💡Pro tip: Create different templates for newsletters, promos, and transactional emails so you have a starting point for every type of email you send.

2. Make your email design accessible

Not everyone reads emails the same way. Some skim. Some rely on screen readers. Some struggle with tiny text or low-contrast colors.

Accessible email design makes sure that everyone can read and engage with your content, no matter who they are. Here’s what to do:

• Write short subject lines and preview text (under 50 characters is ideal).

• Use high-contrast colors so text stands out against the background.

• Add alt text to images so people using screen readers know what’s in them.

• Put important info in text, not images. Some email clients block images by default.

• Use clear, descriptive links instead of vague phrases like “Click here” (e.g. “Shop the sale” is better).

• Optimize for dark (and light) mode. Avoid using pure black and white, and keep images transparent to make your emails readable in both settings.

This email from Heyday is a great example of accessible email design. It’s got contrasting colors, descriptive CTAs and all the critical info in text.

3. Keep your header clean and simple

Think of your header as the setup for the rest of your email. It should introduce your brand and your message without taking up too much space.

You don’t want readers to tune out before they even get to the good stuff.

• Keep it minimal. Your logo, a strong visual and a short, clear headline are all you need.

• Use eyebrow text sparingly. Only include that tiny line of text above your headline if it genuinely adds value.

• Avoid stuffing it with extra links. The more distractions up top, the less likely people are to keep reading.

We love this header from Fitbit’s email.

4. Make your CTA impossible to miss

If your CTA (call-to-action) blends in with the rest of your email, people will scroll right past it. And if you have too many CTAs, they might not know what to click.

Your CTA is the whole reason you’re sending the email, so make it stand out.

• Use bold, contrasting colors so the button pops.

• Put at least one CTA above the fold so people see it right away.

• Keep it simple. Too many choices can overwhelm people.

Here’s how the team at Athletic Brewing does it:

5. Design for mobile first

Most people check their email on their phone first, so if your email looks weird on mobile, you’re already losing a big chunk of your audience.

A mobile-first approach makes sure your emails are easy to read and interact with, no matter what device people are using. Here are some tips to keep in mind:

• Use a single-column layout so everything stacks neatly.

• Keep subject lines short so they don’t get cut off.

• Make buttons big enough to spot and tap on smaller screens.

• Use responsive images so they resize properly on different screens.

Sephora, for example, makes sure all the good stuff in their header is fully visible and nicely centered when viewed on mobile.

6. Add movement (but don’t overdo it)

A little bit of motion can catch the eye and make an email more dynamic. But too much? It turns into a distraction. Movement should feel purposeful, not like a flashy gimmick.

But before you start dropping GIFs into every email, here’s what to keep in mind:

• Keep your animations simple so they don’t overwhelm readers.

• Use lightweight files to prevent slowing down loading times.

• Make sure the first frame makes sense in case your GIF doesn’t load.

We’re fans of the subtle (but eye-catching) animation in this Harry’s email:

7. Personalize your emails with design

Personalization is so much more than adding someone’s first name to the subject line. It’s about making the entire email feel like it was made just for them.

And design plays a huge role in that.

Here’s how to use design to further personalize your emails.

• Use dynamic images to showcase products based on browsing or purchase history.

• Customize banners and hero images to greet returning customers or welcome new ones.

• Adjust colors and themes to match subscriber preferences or shopping habits.

Check out how Fashion Nova personalizes the product grids in their emails.

8. Make it ridiculously easy to leave feedback

If you want more reviews or insights, don’t make people jump through hoops to give you feedback. The easier you make it, the more responses you’ll get.

Here’s what to do instead:

• Keep your forms short. No one wants to spend 10 minutes filling out a survey. A simple “How was your experience?” with quick-response options works best.

• Add an interactive rating scale. If all they have to do is tap a star, they’re more likely to engage. Check out how Woolino does it:

9. Make unsubscribing easy (yes, really!)

It might seem counterintuitive, but making it easy for people to unsubscribe is actually a good thing. If someone wants off your list, forcing them to stay will frustrate them.

• Keep the unsubscribe link clear and easy to find. No one should have to scroll endlessly to opt out.

• Use a friendly, non-desperate tone. Instead of “Are you sure? Please don’t leave us!” try something more lighthearted like “We’ll miss you, but we get it.”

• Offer alternatives. Maybe they don’t want all your emails, just fewer. Giving them options to adjust preferences can reduce unsubscribes.

Here’s how Buoy does it like a pro in their footer:

Letting people leave easily means the people who stay actually want to be on your list. This can boost your engagement and performance in the long run.

10. Use your footer wisely

Your footer is more than just a place to slap your legal disclaimers and unsubscribe link. It’s valuable real estate that can reinforce your brand and provide useful links.

Here are some tips and ideas:

• Include links to FAQs, support, and social media so subscribers can easily find what they need.

• Add your branding with your logo, brand colors, or tagline for a consistent look.

• Include your address and contact details to meet legal requirements and build trust.

• Inject some personality with a fun sign-off, thank-you message, or playful note.

Check out this organized footer from hemp products brand Feals:

Key takeaways for email marketers

When subscribers open your email, it’s the visual experience that often determines whether they’ll engage or move on.

To sum up, here’s what to do for email design that gets people clicking and converting:

✅ Stay consistent with a polished, on-brand master template.

✅ Prioritize readability with clear CTAs, accessible design, and mobile-first layouts.

✅ Personalize beyond names with dynamic images and tailored product grids.

✅ Use movement wisely to grab attention, but not overwhelm.

Put these tips to work in your next campaign and watch your metrics climb!

⚠️ URGENT: Avalara AvaTax Shutting Down in April 2025 - Are You Prepared

Breaking News for DTC Brands Using Avalara…

If you're currently using Avalara AvaTax for your Shopify store, it's time to plan your transition. Avalara has announced they'll be shutting down their AvaTax app in April 2025, leaving many brands searching for a better alternative.

Why Kintsugi is the Gold Standard for Former Avalara Users:

• No Long-Term Contracts: Unlike Avalara's restrictive agreements, Kintsugi offers month-to-month flexibility

• Stable, Transparent Pricing: Say goodbye to Avalara's rising costs and surprise fees

• White Glove Migration: The team handles the entire transition from Avalara to Kintsugi

• Superior AI Technology: Built by Meta's first AI engineer for unmatched accuracy

The numbers speak for themselves:

- 9+ hours saved monthly
- 98.3% reduction in compliance errors
- 83% faster registration process
- 99.8% reduction in penalties and fees

"After years of frustration with Avalara's rising costs and complex interface, switching to Kintsugi was like night and day. The transition was seamless, and we're actually saving 35% on our monthly compliance costs."

Schedule your free Avalara exit strategy today!

Don't wait until the last minute. Plan your transition today and experience tax compliance as it should be.

🗞️ Quick Clips

• A partnership with real sole: On, the trending athletic company, teased a 2025 footwear and clothing collection co-created with Zendaya in a recent earnings call—a new step in their multi-year collaboration.

• A new chick in town: Sorry, Peeps, there's a new Easter treat about to wipe you off the shelves. Squashies new "Drumchick" features an orange and pineapple with their signature fluffy bite.

• Condiments are the new cash cow: From hot sauce to aioli, merger and acquisition activity in food and bev has been on the rise. Turns out, the real secret sauce is…well, sauce.

Annnnd that’s a wrap for this edition! 

Thanks for hanging with Chase and me—always a pleasure to have you here.

If you found this newsletter helpful (or even just a little fun), don’t keep it to yourself! Share ecomemailmarketer.com with your favorite DTC marketer. Let’s get them on board so they don’t miss next week’s drops.

Remember: Do shit you love.

🤘 Jimmy Kim & Chase Dimond