Introducing the 2013 Email Design Lookbook [SlideShare]

In yesterday’s post, we discussed how difficult it can be to design the perfect email template. From call to action placement to images and copy, the number of items on the email checklist can quickly add up. Fortunately, sometimes all you need to get started is a little inspiration.

With some help from our clients, we’ve put together the Email Design Lookbook for just this reason: to provide B2B marketers with a list of guidelines and best practices that they can use to craft email templates of their very own. Whether you’re creating an event promotion or newsletter, or deciding between HTML and plain text, we have a stellar example template to help lead you in the right direction. Peruse through the Lookbook to see if any designs catch your eye, and don’t be afraid to work some of these best practices tips into your own work.

Before you begin building your next email template, take a look at the best practices below for template design. Often, different types of emails call for specific best practices, and you don’t want to be left missing any essential items (and check out the Email Template Handbook for even more tips, checklists, and worksheets).

New Feature Launch

Include only the essentials in the copy to let recipients know exactly what they need to know, quickly. Consider including simple visuals and/or a video link to increase engagement.


Newsletters aren’t always the most exciting emails your recipients will find in their inbox, so you want to make your template as fun and appealing as possible. Make sure it’s organized logically and includes plenty of options for recipients to click through to additional content on your site.

Event Follow-Up

Many people enjoy seeing pictures from an event they attended, so this is an opportunity to create a highly visual template that recaps important moments from the event. Be sure that any links are prominently featured and immediately grab the reader’s attention.

Training and Events

With this type of email, readers want to be able to find the information they need (most likely a schedule or calendar) at a glance, so make sure your template is simple, appealing, and easy to scan. If appropriate, feature a prominently placed call to action (to a registration page, for example).


Sending out a holiday e-card to clients is a great way to show appreciation and establish a sense of community. Even if you’re just sending an email about your company’s holiday hours, don’t miss the chance to show off your brand’s personality and culture with a fun, visual layout and pictures (and links to more content!).

Plain-text Emails

Obviously they won’t require much design work, but make sure plain-text emails are short, conversational, and include a personalized signature to enhance the impression that the email is coming directly from a sales rep or manager. Plain-text emails are great for drip emails or webinar follow-ups, which are generally less formal than your regular communications.

Want more best practices? Check out the SlideShare presentation below for a few examples of successful emails, and download the full Email Design Lookbook for even more samples and best practices.

email design lookbook