We are continually looking to improve our own practices in building successful email campaigns, especially from a design standpoint. Since no email client (Outlook, Gmail, Yahoo!, etc.) uses the same rules to render the basic code structure of emails, we are reaching a tipping point that suggests the old mantra “Keep it simple, stupid!” really does apply to the design of emails we send out.

To ensure that all recipients receive readable, well-designed emails in their different email clients, we’re sticking to the following design principles:

• Create cohesion between the email and the website by using the same header and footer elements. Headers and footers can also be used to frame the creative content of the email in a rich way.
• Use a simple, clean white background; don’t rely on dark background colors or images that render improperly in some email clients.
• Add visual interest with the use of clever image treatments and text styles.
• Use clear links and calls-to-action that will be readable even if the recipient’s images are turned off.