Designing for email is about getting to the point and making the most of the brief chance you have with your subscribers. You only get one shot , so it’s worth employing as many tricks in the book as possible to make sure your message gets through. The underlying principles are all about respecting your readers by giving them something valuable in return for their time which is, after all, the reason they signed up to hear from you in the first place. A Note Before We Get Started Some of the suggestions that I’m going to make won’t apply to every list, company or product. As always with email, test anything new and see how it performs to determine what’s best for your subscribers. Rule #1: Be Transparent This is really important. Avoid using puzzling or cryptic sender names, subject lines, preheaders or copy.
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