In email marketing, your design should serve one purpose: getting your message read. While a flashy, image-heavy newsletter might look like a website, it often triggers spam filters and lowers engagement.
Follow these best practices to ensure your Send Onyx campaigns perform at their peak.
1. The Power of “Plain Text” Styling
The most successful emails often look like a personal message from a friend. Over-designed HTML templates with multiple columns and heavy branding scream “I am an advertisement.”
- Keep it clean: Use a single-column layout.
- Focus on text: Ensure your message is readable without images being loaded.
- Standard Fonts: Stick to system fonts (Arial, Helvetica, Georgia) for maximum compatibility.
2. Mandatory Footer Requirements
To comply with international laws (like CAN-SPAM and GDPR) and to keep your Send Onyx account in good standing, every email must include:
- Unsubscribe Link: This must be clear and easy to find. Hiding it or making it the same color as the background is a violation of terms.
- Physical Address: You must include a valid postal address for your business.
- Sender Identity: Clearly state who is sending the email (e.g., “You are receiving this because you signed up at SendOnyx.com”).
3. Link Hygiene
Too many links in an email can look suspicious to filters.
- Avoid URL Shorteners: Never use Bitly or TinyURL. They are heavily used by spammers and will kill your deliverability.
- Limit the Count: Try to stick to 1-3 links per email.
- Clear CTAs: Use descriptive text for links (e.g., “Click here to download the PDF”) rather than just pasting a raw URL.
4. Branding & Personalization
- From Name: Use a recognizable name. “John from Send Onyx” usually performs better than just “Sales Department.”
- Personalization Tags: Use
[first_name]tags to make the email feel like a 1-on-1 conversation. - Mobile First: Over 60% of emails are opened on phones. Check your design on mobile to ensure the text isn’t too small and buttons are easy to tap.
Summary: High-performing emails aren’t the most beautiful ones—they are the ones that reach the inbox and provide value. Keep it simple, keep it legal, and keep it human.