This article will guide you to create and design a campaign that is easily read content without zooming or scrolling and increase usability along with guest engagement.

Layout

Identity - Put your logo or name at the top of the email. Makes sure the guest knows who the message is from. 

Stackable - Using simple solutions like changing two or three-column layouts to a single column will ensure your content reads well across all devices, including apps. 

Embrace Space - Make sure your content has room to breathe. What you put into your design is just as important as what you leave out.

Content

Lead with the important stuff. You only have a few moments to grab your reader's interest and get them to click. Keep your important selling points and STA above the fold for instant engagement. 

Less is more. Don't take up space with preheaders, a full website navigation and bulky footers. Simplify your design and keep your CTA in the spotlight. Trim the copy and hide or replace content to optimize your main message.

Focus. Instead of sending one email with heavy content, break them up into a series of emails.

Call to Action

Motivate the reader. Use active language. Use large, tappable buttons. Size your CTAs by importance. 

Focus the message. Too many CTA in one email can be confusing for the reader. Be clear and keep it obvious.

Color Blocks

Define and focus your content.

Images

File Size. The more images you have in your email, the more time it will take to load. Save images for web at 72ppi. Save image as small as possible without losing resolution. 

A picture is worth a thousand words. High quality professional images make a big impact on an email's narrative. Focus images by minimizing the use of surrounding colors. 

Image off. Design with this in mind. Your message should still come across without images. Live text is essential.

Text as an image. Try to only replace headings, not large sections text.

Avoid background images. Background images aren't supported across all email clients.

Animated Gifs

A fun way to add movements and grab a reader's attention.

Ensure the first frame of animation contains all important information. Not all email clients support gifs. Instead, only the first frame will show.

Proceed with caution. Extremely large GIFs cut into subscribers' data plans and may load slowly. Keep image file below 500k.

Only animate part of the picture. Don't force the entire image to redraw itself in every frame. Use layers in Photoshop to isolate animated parts and only animate those layers. 

Fonts

Web-safe fonts have the highest likelihood of being installed on the broadest array of computers and devices and are therefore less likely to impact your email design. If the font chosen isn't available on the receiver's computer or device, the browser or email client will substitute the font for one that is available, which can make your email design look different than you intended it to.

Reference article, Universally acceptable fonts to use in email campaigns for recommended fonts.