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One of the Most Underrated Aspects in Email Design

There’s a growing list of vital material you should include in every email you send these days. You know the routine. Unsubscribe method, mailing address, online version link, and so forth.

The authorization reminder message

However, one piece of vital material is frequently missing in many of the hundreds of messages we provide each week. What’s more shocking is how simple it is to include this aspect. I’m referring to the permission reminder message, which is only a phrase or two reminding the subscriber that they granted you permission to contact them. Here’s a simple example:

Hello, just a friendly reminder that you are seeing this email because you subscribed on our website. As promised, this issue contains helpful advice on…

In only two phrases, you’ve guaranteed each recipient that your email isn’t spam and reminded them of why they wanted to hear from you in the first place.

In two simple sentences you’ve assured each recipient that your email isn’t spam, and you’ve reminded them why they were interested in hearing from you in the first place.

Include a link to your choice center

An email preference center is a vital aspect of your email marketing plan, and include a link to it in all of your emails is a necessity. What exactly is a preference center?

A preference center is a page that you direct your subscribers to, enabling them to adjust or amend how you interact with them (frequency and type of content, for example).

A preference center is a page you take your subscribers to, allowing them to change or update the manner in which you communicate with them (frequency and type of content, for example).

Unsubscribe link that is clear and accessible

Another technique to improve openness in your emails is to have a clearly accessible unsubscribe link. No, this does not promote unsubscribes; on the contrary, it encourages them. When your readers realize that they have the option to unsubscribe at any moment, they feel more at ease knowing that they have control over your connection and communication.

Another way in which you can increase transparency in your emails is by including a clearly visible unsubscribe link.

How can you create an eye-catching email?

Emails should be easy to understand. A glancing glance at email design should inspire the reader to read all of the information and act on the CTA. Here are some email design recommendations to assist you in creating an effective email:

Maintain a basic, clean look

An email that seems to be “busy” is a huge turn-off. Use a basic email template with no more than three columns that read logically from left to right and top to bottom.

White space is your ally

White space in your email, contrary to common thought, is not a negative thing. It’s a terrific design feature since it divides the text into scannable and easy-to-digest pieces.

Take cautious with your typefaces

Fonts play an important part in making your emails aesthetically attractive. But don’t go too fancy with them. Depending on the email client or device being used, not all fonts appear effectively in emails. Instead, use web safe fonts to guarantee that your email appears properly for all of your subscribers.

Images may help to liven things up

Finally, in order to produce a visually attractive email, you should include relevant photographs. Make certain that the photographs you pick are excellent quality and serve to express your message (and not distract from it).


When it comes to email design, permission emails seldom get the attention they deserve. When done correctly, this little-known email design secret may significantly cut unsubscribe rates and spam complaints. Hopefully, these email design principles have encouraged you to improve your own. For additional information on developing and optimizing permission emails, see our post on how to tailor your permission reminders.