Not all email designs are created equal. Two agencies can work with the same brand, the same offer, and the same copy — and produce wildly different results based on the design alone.

So what separates an email that converts from one that gets ignored? And how do you brief a designer to consistently produce the former?

Here's what actually matters.

Mobile-First Layout

Over 60% of emails are opened on mobile. If your email design is built for desktop and adapted for mobile, you're already behind.

Mobile-first means designing for the smallest screen first — single column layouts, large tap targets, font sizes that don't require zooming, and CTAs that are easy to tap with a thumb.

Desktop should be an enhancement of the mobile experience, not the other way around.

Clear Visual Hierarchy

Your reader's eye should move naturally through the email in a logical order: headline → hero image → key message → CTA.

Good hierarchy means the most important information is the most visually prominent. This sounds obvious, but it's one of the most common areas where email designs fall flat — too many elements competing for attention, no clear focal point.

On-Brand Without Being Rigid

Brand consistency builds trust. Your emails should feel like an extension of the brand — consistent colours, fonts, and tone of voice.

But on-brand doesn't mean every email looks identical. Strong email design works within brand guidelines while adapting to the specific goal of each campaign — a welcome flow feels different from a flash sale, even if they're for the same brand.

A Single, Clear CTA

Every email should have one primary goal and one primary CTA. Multiple CTAs competing for attention dilute click-through rates and confuse the reader.

Your CTA button should be visually distinct, action-oriented ('Shop Now', 'Claim Your Offer', 'See the Collection'), and appear above the fold where possible.

Images That Earn Their Place

Images should enhance the message, not decorate it. Every image in an email should have a purpose — showing the product, creating aspiration, or reinforcing the offer.

Heavy image use also affects deliverability. A well-designed email balances imagery with text-based content that renders even when images are blocked.

How to Write a Brief That Gets Great Results

The quality of your brief directly affects the quality of the output. Here's what every good email design brief should include:

• Brand guide or brand assets (fonts, colours, logo, tone of voice)

• Campaign goal — what is this email trying to achieve?

• Audience — who is receiving this? New subscribers, VIP customers, lapsed buyers?

• Key message — what's the one thing you want the reader to take away?

• Offer or hook — discount, new product, exclusive content?

• Copy — the headline, body text, and CTA text (or notes if it's being written)

• Any specific products or imagery to feature

• Deadline for first draft

A clear brief saves time on revisions and produces better work. Invest 15 minutes in a solid brief and your designer will thank you — and so will your CTR rates.

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