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How Competitor Analysis Helps You Create Landing Pages That Convert



How Competitor Analysis Helps You Create Landing Pages That Convert

How do you create a landing page that beats your competitors’?

Look at what they’re doing – after all, that’s what buyers do.

A competitor analysis can help you learn their strong points and identify their weaknesses to improve conversion rates. These nine SEO and content marketing experts share their tips for evaluating what your competitors do to inform your company’s landing page development.

Your customers are looking at your competitors’ landing pages. Shouldn’t you, asks Sally Ofuonyebi via @CMIContent. Click To Tweet

1. Brainstorm, research, and compare

Rebekah Edward, CEO at SEO agency Clara, says her research process starts with the target customer: What would they be looking for? What things would they like to see?

“I’ll Google terms that come to mind and proceed to analyze landing pages that are ranking on the SERP to see if I locate any that is close to what I’m looking for,” she says.

Then, she uses Ahrefs’ Site Explorer tool, which looks at the organic search traffic and link profile of any URL. “I reverse engineer the keywords most relevant to my own landing page. From there, I look to the top five pages ranking for those keywords – and that’s where the real competitor research begins,” Rebekah says.

Using a combination of Ahrefs and SimilarWeb, Rebekah looks at their:

  • Visitor demographics
  • Traffic breakdown (ads, organic, social, etc.)
  • List of competitors from SimilarWeb to add any she hasn’t already found

She also runs her target keywords through Clearscope to generate latent semantic indexing (LSI) keywords that her competitors use on their pages about a similar product/service. It includes an overall content grade based on ranking positions, relevant terms, search volume, page types, and top competitor content:

Click to enlarge

She says the most effective thing she does is look at the competitor landing pages side by side on both mobile and desktop and jot down her observations.

Look at competitor landing pages side by side on mobile and desktop. Jot down your observations, says @leadinsideout via @CMIContent. Click To Tweet

2. Make sure you have the right audience

Christopher Penn, co-founder and chief data scientist at Trust Insights, shares his thoughts on how to create landing pages using competitor analysis in this video:

Among his advice is the success of landing pages depends on three things:

  • Have you got the right audience?
  • Do you have the right offers for your audience?
  • Is the creative good?

Note that the question about the creative is the last one. He says you should resist the temptation to leap into creative optimization until you’re sure you have the right audience and your offer is relevant to them. To know those answers, do in-depth research into and with your audience – run focus groups, do surveys, and conduct one-on-one interviews.

Then, scrutinize competitors’ landing pages and offers. What are they offering? Are they giving discounts? Do they offer free shipping? What button colors do they use? What’s their customer experience like? What kinds of images do they use to support their content?

Then, use social analytics and landscape monitoring tools to find out what your target audience is saying about competitor brands. For e-commerce brands, you can check Amazon reviews, and B2B marketers can look for reviews and ratings on Capterra and G2, among others.

You also can use software like Google Marketing Platform’s Optimize to deliver engaging customer experiences through A/B testing and website personalization.


3. Engage with your competitors

To get clearer on what your competitors are doing, you need to interact with them. Take note of both direct and indirect competitors – businesses that sell the same service as you and others who fulfill the same need or solve the same problem.

On the Semrush dashboard, click Domain Overview to enter a domain name and see your competitors and related data:

Click to enlarge

Click on view details under Main Organic Competitors to see the list of your keyword competitors.

Click to enlarge

Claire Beveridge, freelance blog manager at ConvertKit, advises using burner email – not your company’s – and taking their landing pages and subsequent onboarding experience for a spin. Note factors like:

  • UX experience: Is the site easy to navigate? What colors are they using? What’s their font choice?
  • Messaging strategy: What language do they use on buttons? What’s their call-to-action strategy? Are they using images or video?
  • Trust strategy: What trust icons or testimonials do they include to improve brand credibility and increase conversions?
  • Onboarding friction: What snags did you find in their signup process that you can avoid on your landing pages?
  • Tech stack: Are they using tools that prompt more conversions that you don’t? For example, a competitor accepting crypto payments when you’re not could affect your conversions.
  • Analyze their traffic: Do they see more success from social or pay-per-click campaigns or organic? For example, if your competitors landing pages get zero traffic from PPC campaigns, there’s likely no need to waste your ad budget running one.

In Semrush, click Traffic Insights from the dashboard to identify where this traffic is coming from—channels (and the breakdown of these) and countries. It will look like:

Click to enlarge

Set up a burner email account and engage with your competitor through their landing page to better understand the customer experience, says @Cbeveridge via @CMIContent. Click To Tweet

Understanding these elements should inform the creation of your landing pages to increase prospect engagement.

4. Research competitors’ keywords further

SEO consultant Nick LeRoy uses a pillar content approach to his landing pages. He says he’s a fan of Ahrefs and Semrush’s Keyword Magic Tool to determine seed keywords and identify which sites drive the most traffic based on the parent topics:

Click to enlarge

With this information, Nick lists critical keywords and topics to cover in the new piece of content – the pillar page.

He also encourages reviewing the results in Google search features, such as the People Also Ask section, to note related topics as well as the length of the content.

Don’t forget to include internal links in the content – a step missed by many marketers. “I do this to wrap up my pillar content,” Nick says. “Not only does internal linking help with getting your content discovered (and indexed), it also sends some much-needed internal link equity to this new page.”

Don’t forget to include internal links in your #content, says @NickLeRoy via @CMIContent. Click To Tweet

Brian Piper, director of content strategy at the University of Rochester, recommends using Semrush for keyword gap analysis to see keywords your competitors are ranking for that you’re not to get ideas for other terms to include in your landing pages.

Use @semrush for keyword gap analysis to see keywords your competitors are ranking for that you’re not, says @brianwpiper via @CMIContent. Click To Tweet


5. Observe commonalities in search rankings

Zoe Ashbridge, SEO strategist at Adriana Stein Marketing, usually uses an SEO angle in creating landing pages. “I want the page to rank for something specific – and rank well,” she says.

She looks up the top SERP results for her target keyword or cluster of keywords. Then, she looks for the common elements of the top-ranking content. For example, if videos appear as the top results like these for a “subscription box” search, Zoe would consider using a video on her landing page.

Click to enlarge

By modeling your content after the top-ranking results, the landing page is more likely to rank higher in SERPs.

By modeling your #content after the top-ranking results, the landing page is more likely to rank higher in SERPs, says @ZoeAshbridge via @CMIContent. Click To Tweet

6. Take cues from competitors’ spending

Ad insights are a gold mine to up your landing page game. I love how Brett Farmiloe, CEO of Terkel, explains it: “Follow the money trail.”

Visit the landing pages your competitors pay to promote. If they are spending money to drive traffic to a landing page, it is likely converting, and the advertiser has spent time perfecting it. To identify these presumed high-converting landing pages, click on a few of the sponsored results on the SERP for your keyword(s) to find some commonalities worth repeating on your page.

Visit the landing pages your competitors pay to promote, says @BrettFarmiloe via @CMIContent.

To go deeper, use tools like Ahrefs and SpyFu to determine your top competitors in the paid ad space and evaluate their pages to get insights for yours. This graphic illustrates what SpyFu details in its most profitable ads and keywords results. It includes listings of keywords based on clicks per month, cost per click, coverage, and top ads based on the keyword.

Click to enlarge

7. Get insights from non-number data

Don’t just focus on quantitative analytics. Qualitative data also can be valuable. Shayla Price, content strategist and founder of PrimoStats, says: “I’ve used qualitative data – like customer support options, platform features, integrations, and plan comparisons – to build high-converting landing pages.”

Don’t just focus on quantitative analytics. Qualitative data also can be valuable, says @shaylaprice via @CMIContent. Click To Tweet

She writes the copy to emphasize what her brand offers as it relates to what the customer needs. Sometimes, she visualizes the relationships and pinpoints gaps using a Venn diagram.

But she still relies on quantitative data, too. “I measure the effectiveness of my copy by analyzing the bounce rate, time spent on the page, scroll rate, and conversion rate,” Shayla says.

8. Write a connection-focused message

Dom Kent, director of content marketing at Mio, interviews Oliver Meakings of Roast My Landing Page about tips that make a great landing page for marketing a product. Among their recommendations:

  • Know your customer persona. Don’t try to address multiple audiences or products on one page. Create a page for each of your solutions or personas.
  • Collect customer feedback. What are they saying? What do they need? What are their pain points?
  • Write with empathy. Let them know you feel their pain, agitate this, and introduce your product as the solution.
  • Add social proof. Tell your audience why they should buy from you and not your competitors. Use customer reviews, testimonials, case studies, and client logos to build trust and credibility.

To make a great landing page: Know your customer persona, collect customer feedback, write with empathy, and add social proof, says @helloitsolly via @DomKent via @CMIContent. Click To Tweet

In this example, HubSpot uses its total customer numbers, including country locations, along with well-known brand names to establish credibility with landing-page visitors:

Use these quantitative and qualitative checklists

All this advice for a competitor analysis of landing pages can be summarized into these two checklists – a quantitative one and a qualitative one.

You will work most efficiently by tackling the quantitative list first. Analyze your competitors’ metrics – the numbers potentially affecting landing page traffic and sales. Claire, Rebekah, and Nick share this tracking list:

  • Quantity of keywords the competitor ranks for
  • Estimated organic search traffic to the page
  • Domain authority of site
  • Quantity of internal links pointing to the ranking pages
  • Backlinks or external links pointing to the ranking pages
  • SERP rankings
  • Keywords targeted (PPC campaigns or organic)
  • Share of voice – awareness of the competitor’s brand and engagement in the market
  • A/B testing use
  • Organic vs. paid traffic percentages
  • Visit duration/time on page
  • Pages per visit
  • Visitor demographics

Now that you have the data to know which competitors’ landing pages are likely most successful, you can scrutinize the details of those pages. To simplify this qualitative competitor analysis, use this checklist from Claire and Rebekah:

  • What CTAs are they using? Where do they appear?
  • How is the page laid out?
  • What creative assets are used? How?
  • Does the page use reviews, testimonials, or other social proof? Are they shared as images, text, or videos? Are words or concepts repeated in the reviews?
  • What about the user experience sticks out as inconvenient or clunky?
  • What makes the user experience great?
  • What languages, colors, and fonts are they using? Do those differ with their CTAs?
  • Are they using tools to entice more conversions?
  • What is the price of the product or service being sold?
  • When and how do they discuss the price?
  • What statistics or data are used to indicate the demand for this product or service?
  • How long is the text-based content? Does it feel overwhelming or just right?

Creating a landing page requires in-depth competitor analysis, qualitative data, valuable content, and a smooth user experience.

With these tips and checklists, you can assess what your competitors are doing well and what you can do better or differently on your landing pages to drive traffic, catch audiences’ interests, and generates sales.

All tools mentioned in this article are identified by the author. If you have a tool to suggest, please add it in the comments.

Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit (May 31-June 2) in San Diego. Browse the schedule or register today. Use the code BLOG100 to save $100.

Cover image by Joseph Kalinowski/Content Marketing Institute

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3 email marketing shifts to make in 2023



3 email marketing shifts to make in 2023

Whew! We made it to 2023! As we closed in on the end of the year in December, the finish line seemed awfully far away. Many marketers told me they were busier than ever. 

I myself was fielding calls for strategy help, working on business deals and managing the chaos all the way to the eve of Christmas Eve, something that rarely happens in my 20-plus-year career. 

Look back and celebrate, then move on

The first business for 2023 will be to step back, clear your head and take stock of all the great things you accomplished in 2022 despite the odds (i.e., coming out of COVID, going into a rebound and COVID round 2, moving into supply-chain shortages and other hiccups, facing down a potential recession) and how they affected the work you did to succeed.

And now it’s 2023. I hope you got your budget request approved and you’re ready to move ahead with a clean slate and new KPIs to hit. You’re probably wondering, “What can I do now to grow my program?

3 directional changes to grow your email program

Naturally, every marketer’s goals will be unique. We have different audiences, challenges, resources and goals. But I’m focusing on three major directional changes with my clients this year. Which of these could help you succeed this year?

1. Stop sending so many emails

Yeah, I know. That sounds strange coming from somebody who believes wholeheartedly in email and its power to build your business. But even I have my limits!

Email during this last holiday shopping season was insane. In my 20+ years in the email industry, I cannot remember a time, even during the lockdown days of COVID-19, when my inbox was so full. 

I’m not the only one who noticed. Your customers also perceived that their inboxes were getting blasted to the North Pole. And they complained about it, as the Washington Post reported (“Retailers fire off more emails than ever trying to get you to shop“).

I didn’t run any numbers to measure volume, isolate cadences or track frequency curves. But every time I turned around, I saw emails pouring into my inbox. 

My advice for everyone on frequency: If you throttled up during the holiday, now it’s time to throttle back.

This should be a regularly scheduled move. But it’s important to make sure your executives understand that higher email frequency, volume and cadence aren’t the new email norm. 

If you commit to this heavier schedule, you’ll drive yourself crazy and push your audience away, to other brands or social media.

If you did increase cadence, what did it do for you? You might have hit your numbers, but consider the long-term costs: 

  • More unsubscribes.
  • More spam complaints.
  • Deliverability problems.
  • Lower revenue per email. 

Take what you learned from your holiday cadence as an opportunity to discover whether it’s a workable strategy or only as a “break glass in case of emergency” move.

My advice? Slow down. Return to your regular volume, frequency and cadence. Think of your customers and their reactions to being inundated with emails over 60 days.

2. Stop spamming

In that Washington Post article I mentioned earlier, I was encouraged that it cited one of my email gripes — visiting websites and then getting emails without granting permission first. 

I could have given the Post a salty quote about my experiences with SafeOpt and predatory email experiences (“Business stress is no excuse to spam“) for visitors to its clients’ websites. 

Successful email marketers believe in the sanctity of permission. That permission-based practice is what you want to be involved in. Buying a list means you don’t hire a company to sell you one, whether it’s a data broker or a tech provider like SafeOpt. 

Spamming people doesn’t work in the long term. Sure, I’ve heard stories from people who say they use purchased lists or companies like SafeOpt and it makes them money. But that’s a singular view of the impact. 

Email is the only marketing channel where you can do it wrong but still make money. But does that make it right? 

The problem with the “it made us money” argument is that there’s nowhere to go after that. Are you measuring how many customers you lost because you spammed them or the hits your sender reputation took? 

You might hit a short-term goal but lose the long-term battle. When you become known as an unreliable sender, you risk losing access to your customers’ inboxes.

Aside from the permission violation, emailing visitors after they leave your site is a wasted effort for three reasons:

  • A visit is not the same as intent. You don’t know why they landed on your site. Maybe they typed your URL as a mistake or discovered immediately that your brand wasn’t what they wanted. Chasing them with emails won’t bring them back.
  • You aren’t measuring interest. Did they visit multiple pages or check out your “About” or FAQ pages? As with intent, just landing on a page doesn’t signal interest.
  • They didn’t give you their email address. If they had interest or intent, they would want to connect with your brand. No email address, no permission.

Good email practice holds that email performs best when it’s permission-based. Most ESPs and ISPs operate on that principle, as do many email laws and regulations.

But even in the U.S., where opt-out email is still legal, that doesn’t mean you should send an email without permission just because somebody landed on your website.

3. Do one new thing

Many email marketers will start the year with a list of 15 things they want to do over the next two months. I try to temper those exuberant visions by focusing on achievable goals with this question: 

“What one thing could you do this year that could make a great difference in your email program’s success?”

When I started a job as head of strategy for Acxiom, I wanted to come up with a long list of goals to impress my new boss. I showed it to my mentor, the great David Baker and he said, “Can you guarantee that you can do all of these things and not just do them but hit them out of the park?”


“That’s why you don’t put down that many goals,” he said. “Go in with just one. When that one is done, come up with the next one. Then do another. If you propose five projects, your boss will assume you will do five projects. If you don’t, it just means you didn’t get it done.”

That was some of the best advice I’ve ever received and I pass it on to you. 

Come up with one goal, project or change that will drive your program forward. Take it to your boss and say, “Here’s what I’m going to do this year.”

To find that one project, look at your martech and then review MarTech’s six most popular articles from 2022 for expert advice.

You’ll find plenty of ideas and tips to help you nail down your one big idea to drive growth and bring success. But be realistic. You don’t know what events could affect your operations. 

Drive your email program forward in 2023

The new year has barely begun, but I had a little trouble getting motivated to take on what’s shaping up to be a beast of a year. You, too?

I enjoyed my time off over the holidays. Got in some golf with my dad and his buddies, ate great food and took time to step back and appreciate the phenomenal people I work with and our amazing industry. 

What gets me going at last? Reaching out to my team, friends and you. Much of my motivation comes from fellow marketers — what you need, what you worry about and what I can do to help you succeed. 

If you’re on the struggle bus with me, borrow some motivation from your coworkers and teammates, so we can gather together 12 months from now and toast each other for making it through another year. 

It’s time to strap on your marketer helmet and hit the starter. Here’s to another great year together. Let’s get the job done!

Get MarTech! Daily. Free. In your inbox.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Ryan Phelan

As the co-founder of, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

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Promote | DigitalMarketer



Promote | DigitalMarketer

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

One thing worth mentioning before we dive in; Happy customers don’t promote, SUCCESSFUL customers do. 

Our biggest question in the Promote stage is: How are you going to turn your BEST customers into your marketing partners? 

If you don’t have a referral program, an affiliate program, or a valued reseller program … who is willing to drive your message to the organization you need to build out these programs? This is word of mouth marketing, and it is very important so start thinking about how you want to build this. 

Look to your most successful customers, they’re going to be the people who actively promote for you. But then, let’s think about our customers who already have our prospects but are offering a different product or service. 

At DigitalMarketer we are a training and certification company, we are not a services based company. What that means is we don’t compete with agencies or consultants. This also means that there is an opportunity for us to work with agencies and consultants. 

When we realized this we decided to launch our Certified Partner Program, which you can learn more about at DigitalMarketer.Com/Partner. This program lets us work with the largest segments of our customer base, who have customers that we want but they’re providing a solution that we’re not providing. 

When we train our customers, they are able to use our company frameworks to work with their clients. If their clients want to learn to do their marketing themselves? We’re the first education company they see.

So who is that for you? Remember, it’s not the happy clients that refer, it’s the successful clients. If you want to create more promoters, make sure that you’re doing everything that you can as a marketer to ensure that you’re marketing great products so you can see great results. 

How can our example companies accomplish this?

For Hazel & Hems, they can add an ambassador program to grow their instagram following and increase credibility with viral posts. 

Ambassadors can earn affiliate commissions, additional boutique reward points, and get the chance to build a greater following by leveraging the Hazel & Hems brand.

For Cyrus & Clark, they can offer discounted rates to their existing clients if those clients are willing to refer them to their strategic partners. 

For construction companies, this could be a home builder recommending Cyrus & Clark services to the landscapers, real estate developers, and interior designers that they work with to serve their customers.

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11 Email Marketing Design Tips to Drive More Revenue



11 Email Marketing Design Tips to Drive More Revenue

When you think about what factors and processes are needed to get the most out of your email marketing campaigns, you might consider these first: more sophisticated personalization, leveraging first-party data more effectively, or more precise targeting and timing. 

While those are all important, there’s another more fundamental aspect of email marketing that’s just as critical to success: email design. 

With more than 333 billion emails sent and received every day, and adults logging more screen time than ever before, it’s never been more crucial to have well-designed emails that can quickly cut through the overflowing inbox clutter, capture recipients’ attention and compel them to take the desired action. 

Whether you’re looking to supercharge your email newsletter or inject new life into your lifecycle email campaign strategy, here are 11 email design tips and examples that can drive site traffic, purchase intent, conversions and revenue.

“All aspects of email design – including accessibility, readability, layout and responsiveness – have a huge impact on open rates and conversions. In reality, email marketing design is the gatekeeper to campaign success.”

Samantha McGrady, Tinuiti Strategist, Lifecycle Marketing


Essential Elements of an Email

You might not consider all these quote-unquote “design” components, but they all play a central role in how an email is perceived and consumed. 

  • Subject line
  • Pre-header text
  • Header/headline
  • Logo
  • Color scheme
  • Images
  • Body copy
  • CTA(s)
  • Signature and footer
  • Unsubscribe button


The Eleven Keys to Effective Email Design

All elements of an email come together to create an overall design. Whether that design is cohesive or advances the objectives of the email depends on how well the individual elements are executed. Here are 11 tips for making email design work for you.

1. Responsive Designs Pay Off

Mobile-friendly email design is a must. While the exact percentage of emails opened on mobile devices like smartphones and tablets vary by source, it’s estimated that over half of all emails are accessed on mobile. That means ensuring an email displays correctly and can be read easily across devices, screens and resolutions are essential. If an email displays poorly, it’s likely to be deleted in under three seconds

Utilizing a responsive email template will automatically adjust your email to fit the screen it’s being viewed on, whether that’s a desktop, laptop, smartphone or tablet. Most drag-and-drop email builders feature built-in responsive design templates, but you’ll also want to keep mobile formatting in mind when considering image size and the length of copy blocks within the email.  

2. Keep Accessibility Top-of-Mind

One key aspect of email design that goes hand-in-hand with responsiveness is accessibility. Accessibility refers to an email’s ability to be received and understood by persons with disabilities or using assistive devices. So just as responsive design ensures that emails can be accessed across device formats, good accessibility practices preserve an email’s usability regardless of the recipient’s circumstances.

An accessible email will have a logical flow and high readability in terms of descriptive subject lines, links and headers, and larger and well-spaced typefaces. It will also use high color contrast and utilize alt-text liberally. Perhaps most importantly, an accessible email will not lean too heavily on visuals or hide information in images, as adaptive tools like screen readers can struggle to convert them.  

Keeping accessibility top-of-mind is important for reaching the maximum percentage of your subscribers or target audiences and contributes to good overall email marketing usability.

3. Customize Your Pre-Header Text

Pre-header text used to be an afterthought, and many marketers defaulted to the first few words of email body copy. Now, because of the way emails are displayed in mobile and desktop inboxes, pre-headers are widely recognized as the second-most important text element after the subject line. Pre-header text indicates to the reader what the email is about; it’s essentially a visible meta-description of the email. 

As such, the pre-header text should complement the subject line and reinforce the critical call-to-action within the email. It should, like the subject line, entice the recipient to open the email and keep reading while also reading while offering an informative preview of the email itself. And it needs to accomplish all of this concisely in an abbreviated space. 

Crafting a compelling subject and pre-header pair can feel like writing poetry, but getting it right can significantly impact open rates and conversions. 

4. Use an Effective Layout

The layout is the most recognizable aspect of email design and likely what most people think of first when considering the design elements of an email. Layout determines the flow of your content and the order in which your readers consume information. The most basic principles of email layout are maintaining organization and logical consistency, capturing attention through aesthetics, and manipulating the recipient’s eye where you want it to go.

  • Organization: In essence, this means establishing a clear visual hierarchy. Try to display the most important information and convey essential details early on (higher) in the email.
  • Aesthetics: incorporate white space to give your content breathing room and lend a more elevated look. Clutter and “walls” of text are difficult to read and lead to email abandonment. Instead, utilize negative space to accentuate key points and keep the recipient reading. 
  • Guiding the eye: Use directional cues to draw attention to the most essential part of your email. Effective layout templates leverage natural reading and eye movement patterns to focus the recipient on desired email elements. 

Many email templates use the following common layout patterns, each of which guides the reader’s attention in specific ways:

  • Z-pattern layouts place a zig-zag of content within the reader’s typical sight line, starting at the upper left corner. 
  • F-pattern layouts emphasize the left side of the email, inviting readers to return their eyes to that side for most information. 
  • Inverted pyramid layouts, perhaps the most familiar layout, load critical information at the top and create a visual funnel toward a CTA at the bottom.

These principles are laid out in the following two wireframe examples of common email layouts. Notice how both lean on the reading path of the human eye while maintaining a recognizable hierarchy and putting vital information up top:

two examples of email design template wireframes

Remember to rotate your design layout to avoid using the same framework repeatedly – otherwise, your emails will be perceived as stale by your subscribers.


5. Choose Colors Strategically

Color scheme is an essential element in any design, and emails are no exception. The right combination of colors – or the strategic limitation of a color palette – can elicit emotion, direct attention to important content, reinforce brand image or distinguish a single email from a series or campaign. 

There is plenty of room for experimentation with color in email marketing. Still, good general rules of thumb are to avoid clashing colors or using too wide a variety of colors, use bright colors sparingly, and stay consistent with color usage across branded marketing assets. And as with accessibility and responsiveness, it’s also important to consider how an email is being viewed; for example, if being read on a mobile device in “dark” mode, pure black text can appear illegible. 

It’s important to remember that color isn’t limited to graphical elements or iconography in the email; the text color used and dominant color in embedded images or photographs should also be considered. These colors should work in harmony to support your content, brand and the purpose of the email.

6. Use Clean and Clear Text

An organized layout and strategic use of color will go a long way toward making an email readable and effective. Ultimately, though, the information you want to communicate stems from the email copy itself. One hard and fast rule for text in an email is to be clear and concise

Remember the 333 billion emails sent and received last year? Your target audience received some of those, and they almost certainly didn’t read every word of every email they received. So many of those emails were probably never opened, thanks to poor subject lines.

Emails should draw the eye with an attractive design but be easy to skim. Get to the point quickly, or risk ending up in the trash.


example of clear and concise email marketing design from Hyperikon


When in doubt, follow these guidelines:

  • Maintain a good text-to-image ratio
  • Keep the headline to two lines or less
  • Keep text on a simple background so that it’s easy to read
  • Bold or highlight keywords or phrases


“Reduce the cognitive load. We really want to create our emails to be clean and concise.”

Sammi Nutsongtat, Klaviyo Design Specialist

Portrait of Sammi Nutsongtat

7. Treat Email as a Brand Opportunity

Of all the potential touchpoints a recipient might have with your brand, the email you just sent them is unlikely to be their first. That makes it very important to keep email design consistent with your overall brand design. 

Incorporating strong branding – not just a logo or a tagline, but brand-specific colors, imagery, typography and content tone – helps email recipients identify the message’s source and provides a more cohesive experience from the inbox to the landing page. That can reduce your bounce rate as users interact with your brand across different channels.

A good branding evaluation question to ask: If I removed our logo from these email designs, would our subscribers identify our company?


example of good branding in email design from Bryan Anthonys and Diff


Your brand’s identity tells your story, so it’s important to be conscious of your email branding. Branding should remain consistent across all channels, whether email-to-email or email-to-website. 

8. Your Typography Style Matters

Using a consistent typeface in email design can reinforce your brand image and identity, though, like color, there is some opportunity for experimentation. The most important thing to remember about typography is that it should be easy to read at a skimming pace and shouldn’t detract or add confusion to the message.

Emails can also contain more than one kind of typeface, for example, one font that looks better at a larger size for headers and another that looks cleaner for entire sentences of body copy. That said, too many different fonts in an email can make it hard to read. A limit of three fonts per email is a good common-sense rule. Again, a drag-and-drop email builder usually has several typeface options and suggestions for specific email elements or sections. 

9. Personalize Elements of Your Emails

Personalization is one of the dominant themes across the marketing and advertising industries right now, as technological advancements and the rise in importance of zero- and first-party customer data have made true one-to-one, brand-to-customer engagement possible. Email marketing, which was perhaps the first marketing vector to make widespread use of basic personalization (think mail merge and auto-filled salutation lines), can also incorporate more sophisticated personalization techniques – and should. 

The goal of personalization should be to make an email meaningful and valuable to the recipient. That means incorporating bespoke, custom content blocks based on customer data, including insights like purchase history or position in the customer lifecycle or buying journey. Narrow segmentation can help target specific customers, and personal touches like incorporating profile information or preferences can help humanize your brand and create stronger relationships.

In short, you should seize every opportunity to include more personalized elements in your emails.

10. Always Use a CTA

This might seem like email marketing 101, but no list of email marketing optimization tips would be complete without addressing calls to action or CTAs. Usually rendered graphically as a button, a good CTA should concisely describe the exact action the email reader can expect upon clicking and be placed at a point in the layout where the next step is logically implied. 

Effective CTAs typically appear at the bottom of a section in a contrasting color to the email’s overall color scheme. Multiple CTAs can be used – some research suggests that having more than one CTA increases click-through rates – but only where the natural progression of the content suggests they appear. As with many of the design tips presented here, CTAs should be used in a cohesive, consistent manner. 

11. Avoid Abrupt Design Changes

Consistency isn’t just important within an email; it’s also important across campaigns. Design shock, or suddenly presenting drastically different creative to an existing audience like your subscriber base, can impact the success of an individual email or an entire campaign.

When updating your email designs, consider rolling out the changes in an iterative fashion or testing the new creative out on a small group of subscribers before rolling it out to your entire audience.


example of avoiding email design shock from Ritual


As the example above illustrates, gradually transitioning to a new layout while keeping many other design elements consistent helps minimize the effect of design shock. Keep this in mind as you embark on new email campaigns or make universal changes to your email marketing approach.

How to Use A/B Testing to Improve Your Email Design

 You can put as much thought and preparation into email design as possible, and the email might still fall short of performance expectations. The only way to ensure a successful campaign and maximize conversions is to engage in A/B testing by sending slightly different versions of an email to distinct segments of your audience. It’s a straightforward process that many email platforms support, but sadly, nearly  42.9% of marketers don’t know what to test.

When assessing an email design’s impact on an audience, there are various things you can test to help drive higher clicks, conversions, or overall performance. These include:

  • Call to action button styling
  • Overall layout
  • Number of products featured
  • Lifestyle vs. product imagery
  • Cheeky vs. simple copy
  • Animation vs. static


Once you know what to test for and have identified what you’re trying to prove, run a few test emails to sample groups, isolating one variable at a time over a series of weeks. Evaluate which works best for reaching, resonating with, and converting the most recipients, and you’ll gradually improve your conversion rates.

Resources & Tools to Improve Your Email Design Game

There is no shortage of email design tools available to help you get the most out of your email marketing strategy. Some are full-service email-building platforms, while others are helpful stock image sites or graphics libraries. Here are a few of our favorites:


Klayvio is a well-established, full-service email marketing platform optimized for ecommerce and featuring sophisticated personalization tools. Klaviyo’s robust library of customizable, responsive templates, support for A/B testing, and dynamic content capabilities can help users of all levels put email design optimization tips into action.

Tinuiti Performance Creative 

Need a more comprehensive and data-driven approach to email and lifecycle marketing? Our own Performance Creative offering is based on moments that matter and features integration with multiple channels and touchpoints throughout the customer journey.

Adobe Stock

It’s perhaps unsurprising that one of the biggest names in design software also has one of the most robust stock image catalogs available. Adobe Stock allows users to search for specific image types or browse by category, ensuring you’ll find the perfect photos or images for your email campaign.


Any design process – including email design – can be collaborative. Figma provides a platform to facilitate that collaboration that includes several email-specific features, including a library of visual assets teams can build themselves.

Final Thoughts

Design is a central aspect of email marketing performance, and getting it right can be the difference between a positive ROI campaign and a forgettable brand encounter. You can probably think of several marketing emails in your inbox that slapped a basic template together with uninspiring (and uninspired!) copy and called it a day. Or maybe not, because you deleted them without getting past the subject line. 

Your email campaigns can help solidify customer relationships and prospects through accessible designs that embrace solid layout principles, on-brand typography and images, a concise and catchy subject and pre-header, logical CTAs and compelling copy.  You’ll ultimately generate more opens, leads, conversions and revenue for your company, too.

Editor’s Note: This post was originally published by Greg Swan in August 2019 and has been updated for freshness, accuracy, and comprehensiveness.

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