Design Guide: Layout Tips

MailChimp makes it easy to add visual elements that organize campaign content clearly and effectively. When a subscriber receives your campaign, they should be able to easily recognize who it is from and quickly find the content that is important to them.

Below are a few things to incorporate into your email design to encourage engagement from your subscribers.

Visual Hierarchy

Getting a subscriber to open an email is half the battle. Once they're inside, you then need to convince them to read the email. Visual hierarchy informs a subscriber of who the email is from and guides them through the information.

  • Logo
    Place your logo at the top of your email, so subscribers can quickly see who the email is from. Familiarity makes subscribers more likely to continue to read the email. Even if your logo is only typed text of your company or organization name, make sure it's consistently at the top of all your email communications, so subscribers gradually recognize your brand.
  • Make All Content Engaging
    Your email will be viewed on screens of all sizes, so create engaging content throughout the entire campaign, regardless of if the reader needs to scroll to read all of it. While your main story may appear near the top, give equal focus and time to all content to compel recipients to read your entire campaign.

Balance Images and Text

Use images to break up your layout and provide a visual complement to your text. If you do not have images to use, you can find professional-quality photos on sites like Unsplash, Stocksy, New Old Stock, Can Stock Photos, and Little Visuals.

Here are a few tips for using images in campaigns.

  • Put the focus on your images by toning down the background color of the content block behind the images. The background color can be changed in a content block's Style tab, or on the Design tab for a template section.
  • Images of many different sizes can be visually distracting to a subscriber. You can use a hierarchy of image sizes to emphasize a featured story over others, but limit the number and use simple ratios to choose sizes. Use our built-in Photo Editor to resize, crop, and make other edits to images to make them consistent.
  • Remember that some subscribers' inboxes don't display images when an email is opened. Add alt text to images and consider how your campaign looks without images displayed.
  • Subscribers view their emails on a range of devices and email clients. Test image types, image sizes, and layouts with an A/B Testing Campaign. A/B Testing Campaign reports allow you to compare statistics like click rate to determine the type of content that appeals most to your audience.

Create Visual Interest

Our Drag and Drop Editor offers a variety content blocks that add visual interest to your campaign and emphasize important areas of content. Use a Divider content block to visually separate different sections of content, Boxed Text and Image Card content blocks to highlight important text or images, and the Button content block for a call to action.

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