We’ve all done it. You open your inbox, spot a subject line that screams ‘generic newsletter,’ and click delete before it even loads. Or worse… it loads and it’s a wall of text with a button shoved at the bottom. Zero personality. Zero chance you’re clicking anything.

Here’s the thing. Loads of businesses are still treating emails like a last-minute job. A few rushed lines of copy. A bit of design slapped on at the end. Maybe a stock image if someone remembers. Job done, right? Not quite…

Email isn’t just a box to tick. Done well, it can build trust, drive sales and keep your brand at the forefront without blowing the budget. But you won’t get those results if your message is boring and your layout looks like it was made in WordArt.

That’s why we’re shouting about it. In our blog, we’re digging into why email copywriting and email design should never be an afterthought. You’ll learn what actually makes a good email work, why strategy matters and how to stop your next campaign from ending up in someone’s junk folder.

Stick with us. Your inbox is about to glow up.

The Real Role of Email Today

Email isn’t dead. Far from it. In fact, it’s probably doing more heavy lifting than your socials and blog combined. While TikTok’s dancing and Instagram’s flexing, email’s quietly getting the job done, generating clicks, bookings and actual sales.

It’s personal. It lands directly in someone’s inbox. No algorithm needed. And if you’ve built a half-decent list, these are people who’ve already shown interest. You’re not cold calling. You’re warming them up.

But… here’s the spanner in the works. Inboxes are packed. Everyone’s got a newsletter now. If yours looks like an afterthought, it won’t even get opened. That’s where email copywriting best practices and proper design come in. You’ve got to stand out, but not scream. Be clear, but not robotic.

A slick subject line, some punchy preview text and a layout that doesn’t make your reader squint – that’s how to draw folk in. And no, it’s not about looking “cool” for the sake of it. It’s about guiding people through your message in a way that’s actually enjoyable. That’s where smart structure and solid email design tips make all the difference.

Bottom line? Email still works. Really well. But only if you treat it like the sales tool it is. Not a recycled Facebook post in a new format.

Why Design Without Strategy is a Fancy Mess

We’ve all seen those emails that look stunning… and do absolutely nothing. The ones with glossy headers, cute icons and a colour palette plucked straight from Pinterest. But when it comes to clicks? Tumbleweed.

Here’s the problem. Pretty doesn’t equal purposeful. Good design means guiding the eye, making the message easy to follow and helping your reader take the next step, not just admiring the font. That’s why email design best practices exist.

Your reader needs to know where to look first. Where to click. What matters most. If your CTA’s buried in a sea of pastel blobs and floating emojis, it’s game over. No one’s got time to go hunting for your message.

Want real results? Stick to email design tips that actually move the needle. Clear hierarchy. Mobile-friendly layouts. Enough white space to breathe. And don’t forget accessibility because if someone can’t read it, they can’t convert.

Graphic design should make your email easier to read, not harder. It’s not the cherry on top. It’s part of the cake. So make sure it’s baked in from the start.

Why Copy is More Than Just ‘Words That Sell’

Let’s be honest here. Most people think writing email copy is easy. Slap a headline on, add a discount code, sign off with a “cheers” job done, right? Not quite.

Good email copy isn’t just there to fill space. It’s there to connect. Whether you’re selling shoes or sharing a blog post, your words need to speak to a real person. Not a crowd. Not a list. One human, reading on their phone, probably while half-watching Bake Off.

That’s where email copywriting best practices come in. We’re talking subject lines that spark curiosity without screaming clickbait. First lines that pull people in. Sentences short enough to scan, but punchy enough to stick. And calls-to-action that sound like an invite, not a demand.

Tone matters too. Your emails should sound like you. Whether that’s playful, helpful, serious or cheeky, pick a voice and stick with it. Inconsistent copy is like a moody teenager. No one knows what to expect (and it’s exhausting to be around!).

Another tip? Make it easy to skim. People scroll. A lot. Use bolding, bullet points, spacing… whatever makes the message easier to digest. No one’s reading your paragraph manifesto about summer deals. Keep it light. Keep it clear.

The best email copywriting best practices are the ones that feel invisible. Like a natural conversation. If it sounds like something you’d actually say out loud, you’re probably on the right track.

Marrying Copy and Design – Where the Magic Happens

Let’s stop pretending copy and design are two separate things. They’re not. They’re a tag team. A duo. Ant and Dec, but make it marketing. When they’re working together, emails just hit differently.

Your copy sets the tone. Your design sets the pace. They should guide your reader through the email like it’s a mini journey. Headline grabs the attention. Supporting text adds value. Design pulls the eye to the CTA… and boom, click.

Think of a gorgeous email with naff copy. Useless. Now flip it, amazing words squashed into a layout that looks like a PowerPoint from 2003. Still useless. The real wins happen when both sides play nice. And that’s where email design tips come in. Like: don’t centre every bit of text. Don’t bury your button. Don’t use nine fonts just because they’re available.

Following proper email design best practices means making room for the message, not fighting against it. Your layout should support the copy, not distract from it. White space isn’t wasted space. And short paragraphs? Your best mate.

When design and copy come together with intention, the results speak for themselves. More clicks. More replies. Fewer people binning your email before the first scroll.

Common Mistakes and How to Dodge Them

Let’s call it like it is, there are some truly tragic emails out there. You’ve probably opened one, winced and closed it faster than you can say “unsubscribe.” The good news? These flops are avoidable. You just need to know what not to do.

Mistake one: waffle overload. If your email is basically a blog in disguise, it’s too long. People are skimming, not settling in with a cuppa. Keep it short, punchy and to the point. Want to go into detail? Link out to a full article instead.

Mistake two: visual chaos. Over-designing your email with too many colours, fonts or images just makes it harder to read. Keep the layout clean and simple. Use headings to break things up. Make sure your CTAs stand out without shouting. If it looks like a nightclub flyer from 2006, take it back to the drawing board.

Mistake three: mobile blindness. Over 70% of emails are opened on phones now. If your email needs pinching, zooming or endless scrolling to make sense, you’ve already lost. Mobile-first isn’t a buzzword. It’s just reality.

Mistake four: random tone. Your emails shouldn’t sound like three different people wrote them while passing a laptop around. Pick a voice (casual, formal, cheeky), whatever, and stick to it. Consistency builds trust. Confusion kills clicks.

Mistake five: forgetting the reader. Everything in your email should exist to help them, not just you. Are you solving a problem? Offering something useful? If not, why are you sending it?

Dodging these fails doesn’t take magic. It just takes a bit of thought, a sprinkle of strategy, and a deep commitment to never sending out “just one more” email for the sake of it.

Testing, Tweaking and Learning as You Go

Let’s be real. You won’t get every email perfect. And that’s fine. The goal isn’t perfection, it’s progress. That’s where testing comes in.

A/B testing might sound fancy, but it’s really just “which version works better?” Try different subject lines. Move your CTA. Change the image. Don’t guess what your audience might like. Test it and find out. The data will always tell you more than your gut.

It’s not just about open rates either. Track clicks. Track replies. If people are ghosting your emails, dig into why. Was the message unclear? Was the offer boring? Did the design confuse them? Every email is a chance to learn something new.

Also, don’t test ten things at once. That’s chaos. Pick one element, tweak it and see what happens. Small changes can lead to big results, especially when you’ve got a decent sample size.

The best emails evolve. They grow with your brand, your audience and your strategy. Keep testing, keep tweaking and keep showing up in the inbox with stuff people actually want to read.

Start Thinking of Emails as Mini Campaigns

It’s easy to treat emails like an afterthought. A quick blast to tick a box. A filler job for a slow Tuesday. But here’s the truth – every single email is a chance to win someone over.

Think of them as mini campaigns. Small, focused bursts of your brand landing right in someone’s inbox. And if you’re putting the effort into your ads, socials and website, your emails deserve the same love.

Your audience isn’t just reading. They’re deciding. Is this helpful? Is it clear? Do I care enough to click? That decision happens in seconds. And if your copy or design is off, they’re out. So yeah, it really does matter.

When you get it right, the results speak for themselves. Better engagement. More conversions. And a brand that feels consistent from first click to final sale.

So, next time you hit “send,” make it count. Your emails are more than messages. They’re moments. Treat them like they matter, because they do.

Your Email Checklist Before You Hit Send

Everyone loves a checklist. Especially when it saves you from sending out something that flops harder than a dry launch.

So, before you press send on your next campaign, run through the below:

  • Subject line: Is it interesting enough to open, but not clickbait? Would you open it?
  • Preview text: Does it support the subject line or just repeat it? It’s prime space. Use it.
  • Tone of voice: Does it sound like your brand or like a bored intern wrote it?
  • Design layout: Is it clean, scannable and mobile-friendly? No one’s zooming in.
  • CTA: Is it clear what you want the reader to do next? And is the button actually visible?
  • Images: Are they relevant, optimised and not just there to fill space?
  • Links: Do they work? Yes, we’re serious. Double check.
  • Proofreading: Any spelling problems or weird line breaks? Get a fresh pair of eyes if you can.

Bonus points if you’ve followed all the email copywriting best practices and email design best practices we’ve been banging on about.

It takes five minutes, but it can save you a lot of embarrassment and a chunk of your click-through rate. Get in touch and we’re sure we can help out with your next email marketing campaign.

Need a Helping Hand?

If your emails have been a bit… meh lately, don’t panic. You’re not the only one. Loads of brands treat email like the last piece of the puzzle, when really, it should be one of the first. With the right copy and smart design, you’ve got a direct line to your audience, and a golden opportunity to actually do something with it.

That’s where we come in. At Nautilus Marketing, we’re not your typical agency. No grey suits. No jargon marathons. Just a gang of nerds who live for clicks, conversions and creating things that actually work. Email copy? We write it. Email design? We make it shine. Strategy? We’ve got a whole sea of it.

We know what works in inboxes, because we’re in them every day. Whether you’re sending your first newsletter or trying to fix your 57th, we can help you stop guessing and start getting results. With personality, of course.

So if you’re ready to make your emails more than just a “nice to have,” give us a shout. We promise you won’t regret it!