So what does this mean for the average agency? More specifically, for that agency’s resource-strapped email designer? Does it mean following a fresh set of rules? Are there shiny, new best practices to learn by heart?
We’re afraid not. As any experienced email designer knows, the one rule of email design is that there are no rules — not for long, anyway. Change is constant. Trial and error is a way of life.
But that doesn’t mean we don’t have any advice for you. In fact, we spoke with 3 of the most resourceful email geeks we know (conveniently, 2 of them are just down the hall here at Mailchimp HQ), and mined their brains for nuggets of wisdom. Here’s the best of what we found. Enjoy.
Senior front-end manager at Mailchimp, car aficionado, beard grower, cat person
Email developer at Mailchimp, hang glider, Certified Email Geek®, moderate introvert
London-based freelance designer, coffee enthusiast, “Hotline Bling” wrapping paper designer
Stop using all-image emails.
“Retailers do it because there’s a specific font they like to use. Or a really good image from a print ad. And that is so bad. If the user’s images are turned off, you are sending emails that are just a big blank space. It’s better to sacrifice not having the exact right font than to send what looks like nothing to a population of users.” -AK