Dos and Don’ts of Email Newsletter Design

14 September 2025

Let’s be honest—email newsletters don’t exactly have the rep of being the coolest thing on the internet. But when done right? They’re like the comfy hoodie of marketing: reliable, personable, and surprisingly stylish. Whether you're a solo entrepreneur, a small biz owner, or part of a big ol’ marketing team, designing your newsletter can feel like herding cats while juggling flaming swords.

Okay, maybe not that dramatic, but you get the idea. The good news? With the right design dos and don’ts up your sleeve, creating a successful email newsletter becomes a whole lot easier—and even kinda fun.

So grab your favorite beverage (coffee, tea, energy drink, wine…no judgment here), and let’s dive into the dos and don’ts of email newsletter design that'll boost your clicks, open rates, and all-around engagement.

Why Email Newsletter Design Even Matters

Picture this: You’ve written the perfect content. Witty subject line? Check. Killer copy? Double-check. But… if your layout looks like it time-traveled from 2003, readers will bounce faster than a kangaroo on a trampoline.

Your email newsletter design is the packaging of your message. And don’t we all judge the book by its cover once in a while?

A well-designed newsletter isn’t just pretty—it’s strategic. It guides your readers' eyes, emphasizes key messages, and makes your brand stick in their minds like that annoying jingle you can’t stop humming.

The DOs of Email Newsletter Design 🟢

✅ Do Stick to a Clear and Consistent Layout

Think of your layout like your favorite sandwich. There’s a reason you don’t put peanut butter in a BLT. Everything has its place—and your newsletter should, too.

Stick to a structure that makes sense:
- Header (logo + navigation, if needed)
- Main image or headline
- Body content (articles, features, promos)
- CTA (calls to action)
- Footer (social links, unsubscribe, contact info)

Your reader’s eyeballs should know exactly where to go next. Confused eyeballs = lost conversions.

✅ Do Use a Mobile-Friendly (Responsive) Design

Guess what? Over 60% of emails are opened on phones. So if your newsletter doesn’t play nice with small screens, you’re basically ghosting half your audience.

Keep it mobile-friendly by:
- Using a single-column layout
- Making buttons big enough for thumbs
- Avoiding tiny fonts and crowded sections

Test your design on different devices (apps like Litmus or Email on Acid are lifesavers here).

✅ Do Use a Strong, Visual Hierarchy

Just like a good story has a beginning, middle, and end, your newsletter needs structure. Use font sizes, colors, and bolding to indicate what’s important.

Big, bold headlines grab attention. Subheadings give context. Smaller fonts fill in the details. Think of it like the visual version of speaking louder when something’s important (but in a totally non-annoying way).

✅ Do Match Your Branding

Your newsletter should feel like an extension of your brand, not a random flyer stuck under someone's windshield.

Use:
- Brand colors
- Consistent fonts
- Your logo
- Your brand’s tone of voice (yes, even in the CTA!)

When your audience opens your newsletter, they should immediately recognize who it’s from—without even reading a word.

✅ Do Keep Copy Short and Sweet

Newsletters aren’t novels. People skim. Heck, you're probably skimming this right now (caught ya 😏).

Stick to:
- Short paragraphs
- Clear headlines
- Bulleted or numbered lists
- Plenty of white space

Brevity is your BFF. Save the deep dives for your blog posts.

✅ Do Use Engaging Visuals

Images, GIFs, icons, oh my! Visuals break up the monotony of walls of text and guide the reader’s attention.

But don’t go overboard. Think of visuals like seasoning on food—just enough to make it tasty without overwhelming the dish. Always add:
- Alternative text (for accessibility and when images don't load)
- Relevant, high-quality visuals
- Consistent image styles

Pro tip: Avoid cheesy stock photos. Nobody relates to “woman laughing alone with salad.”

✅ Do Have a Clear Call to Action (CTA)

What do you actually want your readers to do? Click a link? Buy something? Read more?

Make it obvious. A good CTA:
- Is bold and buttoned up (literally, use buttons!)
- Starts with action verbs ("Shop now", "Read more", "Get 20% off")
- Is easy to find—you don’t want your reader playing Hide and Seek

And don’t shy away from repeating the CTA in different spots if it makes sense.

✅ Do Test Before You Send

We’ve all had that forehead-slapping moment when we spot a typo or broken link in an email… after we hit send.

Always:
- Check your links
- Proofread (then proofread again)
- Send test emails to yourself and your team
- Preview on multiple devices and email clients

Trust me, future-you will thank you.

The DON’Ts of Email Newsletter Design 🔴

❌ Don’t Overwhelm with Too Much Content

Imagine opening an email and scrolling and scrolling and scrolling... and you're still not halfway through.

Yikes.

Your newsletter should be a sampler platter, not a full-course meal. Tease the content and link out to the full thing. Bite-sized content = better engagement.

❌ Don’t Use Too Many Fonts or Colors

You’re not designing a ransom note. Stick to 2 (maybe 3) fonts and a couple of brand-consistent colors.

Too many typefaces and colors make your newsletter look cluttered and chaotic. Your design should be clean, calm, and cohesive—not a circus.

❌ Don’t Forget About Accessibility

Accessibility isn’t just a nice-to-have—it’s a must.

Avoid:
- Low-contrast text
- Tiny fonts (stick to at least 14px for body)
- Images-only emails (text is still important!)

Include:
- Alt text for images
- Logical reading order
- Descriptive link text (don’t just say “click here”)

Make your content readable for everyone—including people using screen readers or with visual impairments.

❌ Don’t Neglect the Subject Line and Preview Text

Your design could be flawless, but if your subject line’s a snooze-fest? Nobody’s clicking open.

Craft subject lines that:
- Spark curiosity
- Are relevant and clear
- Stay short (under 50 characters is ideal)

And don't forget preview text—the little snippet that shows up next to the subject line. Use it to give context or reinforce urgency.

Example:
Subject: “Don’t miss this week’s hot deals 🔥”
Preview: “Up to 50% off your favorites—only for 48 hours!”

Enticing, right?

❌ Don’t Forget to Optimize for Load Speed

Big ol’ image files, unnecessary code, and excessive tracking pixels can turn your newsletter into a snail on dial-up.

What to do:
- Compress images (tools like TinyPNG are lifesavers)
- Avoid embedding videos (link instead)
- Keep things lightweight and breezy

Think of it like packing for a weekend trip. You probably don’t need that third pair of shoes. Keep it simple.

❌ Don’t Skip the Unsubscribe Link

We get it. No one wants people to opt out. But not including an unsubscribe link isn’t just shady—it’s legally required in most countries.

Plus, forcing someone to stay on your list is like holding onto a relationship that just isn’t working. Let them go.

Make it easy, respectful, and hassle-free.

❌ Don’t Send Without Segmenting

Designing one “fits-all” newsletter? You’re playing darts blindfolded.

Segment your audience by:
- Interests
- Past behavior
- Location
- Purchase history

Then tailor content and design based on what each group actually wants. It’s the difference between giving everyone a generic mug and gifting your coffee-loving friend an espresso machine.

Bonus Tips for Supercharging Your Newsletter Design

- Use analytics: See what’s working (and what’s not) with open rates, click-throughs, and heatmaps.
- A/B test regularly: Try different subject lines, CTAs, or image placements to see what performs best.
- Keep a swipe file: Collect newsletters you love for inspiration. (Stealing ideas is okay—just make 'em your own!)

Wrapping It Up

Email newsletter design isn’t just about looking pretty (though that helps). It’s about creating an experience that’s engaging, on-brand, and easy to read—whether someone opens it on their phone at a red light (not recommended) or from their desktop during a coffee break.

Stick to the design dos, dodge the don'ts, and your newsletters will go from ignored to adored.

It doesn’t need to be perfect, just intentional. Now go forth and design like the email wizard you were born to be.