When it comes to email, great content alone doesn’t cut it. Your email’s design—everything from layout to wording—plays a huge role in getting it opened, read, and clicked.
Today, I’m sharing the dos and don’ts that can help you boost your email engagement rates. This isn’t guesswork; these are tested strategies that tackle the biggest hurdles in email deliverability and engagement.
Let’s get into it 👇
The Do’s: Build Trust and Engagement
Use Verified Links and DomainsExample: Instead of using shortened links or URLs from third-party services, use your verified domain for all links. For example, use company.com/blog rather than bit.ly/12345.
The Why: Emails with authenticated links are less likely to end up in spam. This builds trust with both readers and email providers.
The How: Set up SPF, DKIM, and DMARC records to verify your domain. These records act as a stamp of legitimacy, reassuring email servers that your content is trustworthy.
Limit Images to Improve Load SpeedPro Tip: Avoid GIFs and complex visuals in the email body. Instead, provide a link to a landing page where readers can explore more content, keeping the email itself lightweight.
The Why: Overloading with images can trigger spam filters and increase load times, causing readers to lose interest.
The How: Stick to 2-4 images max, keeping file sizes small. Use relevant visuals that enhance your message without overpowering it.
Choose Words That Connect (and Don’t Trigger Spam)Words to Avoid: “Guaranteed,” “Increase sales,” “Lowest price,” “Sign up for free.”Use Instead: Try phrasing like “Discover more” or “Find out how we can help”—phrases that still prompt action without the hard sell.
The Why: Spam filters hate words like “free,” “best offer,” or “amazing.” These words scream “promotional email” and are flagged quickly.
The How: Use clear, straightforward language that resonates with readers without triggering spam.
Optimize for Mobile with a Simple LayoutExample: Instead of packing everything into one email, link to a web page for more details. This reduces email clutter while keeping readers engaged.
The Why: With more than 50% of email opens on mobile, a clean, single-column design ensures readability across devices.
The How: Use a single-column layout, large fonts, and ensure clickable buttons. Avoid multiple columns, which look cluttered on mobile screens.
Add Personalization That Feels RelevantExample: For a B2B audience, personalize by including industry-specific content. For example, “Here’s what’s trending in [Industry] this month.”
The Why: Personalization increases relevance, and emails tailored to individual preferences have higher engagement.
The How: Go beyond using a name. Segment your audience based on interests, past behavior, or demographics for a more tailored experience.
The Don’ts: Avoid These Common Pitfalls
No ALL CAPS or Excessive Punctuation (!!!!!)
The Why: All caps and excessive punctuation feel pushy and are red flags for spam filters.
The How: Stick to regular casing and limit punctuation. Instead of “BEST DEAL EVER!!!” use “Exclusive Deal Inside”—it’s softer and feels more professional.
Skip the Clichés and Repetitive Subject LinesExamples to Avoid: “Quick Question,” “Just Checking In.”Try Instead: “Your Monthly Guide to [Topic]” or “3 Ways to Boost Your [Metric] Today.”
The Why: Overused subject lines like “Just Following Up” or “Quick Question” are so common that they often go ignored.
The How: Make subject lines that give a clear preview of the email content. Avoid clichés and opt for something fresh and informative.
Avoid Shortened URLs and Non-Verified LinksExample: Instead of bit.ly/xyz, use yourcompany.com/resource-guide.
The Why: Shortened URLs can look suspicious to both readers and spam filters.
The How: Use full, recognizable URLs to add transparency and build trust with your audience.
Skip Overly Complex or “Fancy” Layouts
The Why: Multiple columns and flashy designs often look cluttered on mobile, complicating readability and loading times.
The How: Keep it simple with a single-column layout and plenty of white space. This improves readability and focuses the reader’s attention on your message.
Avoid Sending Large Batches of Emails All at Once
The Why: Sending a large volume of emails simultaneously can make email providers view your messages as spam.
The How: Stagger your sends or throttle delivery over time. This approach maintains deliverability and helps avoid spam traps.
Final Thought
Optimizing email design goes beyond flashy visuals. It’s about creating a clear, engaging, and professional experience that keeps readers interested. Follow these guidelines to help your emails land in the inbox—and drive meaningful results.
Let’s make every email a win! 🚀
When you’re ready, we’re here to assist you in three ways:
B2C SDRS or Aspiring first-time SDRs - Join our Online Cohort beginning November 12th (admissions now open) to learn from us and your peers about securing a role at a B2B SaaS company. We cover everything from the process and skills to extensive mock interview practice.Launching a 2 week upskilling program for SDRs with 1-2 years of B2Bexperience from Dec 1st -20th.To Apply, You can book a time hereCompanies like Birdeye, Rippling, Epicor, Salesforce, Deel, Alaan, LambdaTest, Chargebee, VWO, Netradyne, Sogolytics, ConvertCart & Zluri has hired our SDRs/used our training for their teams.Now we have 2 Mentors from the Top SaaS companies to help you not only learn the skills but understand how hiring managers hire.
Check out our free resources & upcoming courses at learn.schoolofsdr.com
We launched a new cold calling course last week at an unbelievable price of INR 2499
Train your SDR Team: We offer a 4-week/onsite customized program designed to train your B2B sales reps on modern prospecting. Get in touch by setting up a time here.
Hire SDRs from us- We are currently training a team of 15 SDRs who’d be job ready SDR in 4 weeks. Get in touch by setting up a time here.Companies like Birdeye, Salesforce, Zoom, Rippling, Quizziz, Alaan, LambdaTest, Chargebee(hired 2 SDRs), VWO, Netradyne, Epicor, Sogolytics, ConvertCart & Zluri(hired 2 SDRs) has hired our SDRs in the past 3 months.
Enroll in Self Paced Courses like this one:
Bonus: Try Blue, Our AI powered Sales Coach to help you get instant feedback on Cold Emails and Cold Calls.