In 2025, email marketing remains one of the most effective digital tools. But with inboxes getting fuller and fuller, the challenge isn’t just in writing good copy or having a good headline, it’s also in the design and the experience you offer to those who open the email.
In this article, I share with you the main UX techniques applied to email design, focusing on what really makes a difference: accessibility, responsiveness, visual hierarchy, compatibility and clarity.
1. Design must not get in the way of reading
The focus should always be on making reading easier. A poorly structured email, with too much text or confusing elements, will make people close it in seconds.
You must ensure that:
- The main content is obvious at first glance.
- The titles are well highlighted.
- The paragraphs are short and well-spaced.
- There is enough white space (visual breath).
If the user has to make an effort to understand the message, you’ve already failed.
2. Mobile first: more important than ever
More than half of people open their emails on their cell phones. This means that the design has to be made with mobile in mind from the start, not as a final adaptation.
Good practices:
- Use legible fonts (minimum 14px).
- Make sure the buttons are easy to click (at least 44px high).
- Avoid layouts with too many columns, opt for a simple, vertical structure.
- Always test on different screen sizes.
3. Compatibility with different email clients
Gmail, Outlook, Apple Mail… each client interprets the code differently. And this affects both the design and the behavior of the elements.
Some good practices:
- It uses tables to structure the layout (yes, they are still the most reliable).
- Avoid using modern CSS or scripts, keep it simple.
- Applies inline styles (not <style> in the header).
- Define colors and fonts with fallbacks for security.
Tools such as Email on Acid help you see how your email appears on dozens of different platforms.
4. Preparing the design for dark mode
More and more users are activating dark mode, either for comfort or as a system setting. And if your e-mail isn’t prepared, it could be unreadable.
What to do:
- Avoid text in images, use HTML whenever possible.
- Uses images with a transparent background (PNG).
- Tests text and background colors with good contrast in both modes.
- It uses media queries and color preferences to adapt styles.
5. Visual hierarchy and focus on the CTA
A good email has a clear visual hierarchy. The user must understand quickly:
- What’s the subject?
- What is the main message?
- Where to click if you want to act.
Practical tips:
- Use different sizes to highlight headings, subheadings and body text.
- Use bold with intention.
- Give space between the blocks.
- Ensures that the CTA stands out. Color, shape and position are important.
6. Accessibility: more than a “good practice”
Accessibility in email is still often overlooked, but it can have a direct impact on your click-through rates.
Simple things like:
- Alternative text on images.
- Buttons with sufficient contrast.
- Fluid reading for screen readers.
If you want more people to interact with your emails, make sure they work for everyone.
7. Tools that help you
These are some of the tools I use or recommend to make the process easier:
- MJML – framework for creating responsive emails with less code.
- Email on Acid – test on different email clients and devices.
- Stripo – visual editor that generates clean, exportable HTML.
- Code Pen – write, test and share code in real time.
Conclusion
Email marketing is not just about good content. A design with good UX practices can be the difference between being ignored or generating conversions.
In 2025, it’s no longer optional to think about mobile, accessibility or dark mode. It’s part of the process. If you work in web design or development, keeping these techniques in mind will help you create more effective, consistent and impactful campaigns.
