Getting your emails into inboxes is critical, but so is what happens next. The more people open, click, and interact with your message, the stronger your email reputation becomes. And the stronger your reputation, the better your deliverability.
To keep people engaged, content is key. Here’s how to write and design emails that are relevant, recognizable, and ready to engage.
Start with a clear, concise subject line
Your subject line is your first impression. Keep it short, specific, and easy to scan. Generic or vague lines can get ignored—or worse—flagged as spam.
A few quick tips:
- Personalize with merge tags (like a first name).
- Avoid excessive punctuation or all caps.
- Limit emojis. Too many can look spammy.
- Make sure it reflects the content inside.
You don’t have to be clever, just be clear. For more help, check out our subject line best practices.
Use branding that feels familiar
When someone opens your email, they should instantly recognize your brand. Use your usual logo, colors, fonts, and layout. Consistency builds trust and encourages repeat engagement, 2 things mailbox providers love to see.
Build the email body with a purpose
What do you want the reader to do? Click? Learn? Buy? Start by answering that, and shape the email around it.
Then:
- Add a clear call to action (CTA).
- Link directly to the next step. Avoid link shorteners, which can trigger spam filters.
- Use multiple content blocks, not one big image. If you build your email in another platform and import it into Mailchimp as a single image, inbox providers may flag it as suspicious. Instead, mix and match text, buttons, and images for structure and accessibility.
Aim for the right balance of text and images
Images are great, but too many can work against you. Some email clients still block or cache images—and if your whole message is visual, your recipients might miss the point entirely.
Ask yourself: If none of the images loaded, would the recipient still understand the entire point of this email? Make sure text is more than 20% of your content. That gives your message structure and helps protect it from being flagged as spam.
Keep your email size in check
Emails that are too large can get clipped, especially in Gmail. That means recipients might miss your message, or never trigger an “open” event (since it’s tied to a hidden image).
To stay safe:
- Keep images optimized and compressed.
- Avoid stacking too many sections.
- Test your email preview before sending.
Make your footer count
This often-overlooked section is where you build credibility and protect your deliverability.
Include:
- A permission reminder (“You’re receiving this because you signed up at…”).
- An unsubscribe link (required by law).
- A link to update preferences, so readers can opt down instead of opting out.
You can automate these in Mailchimp to keep your emails compliant and customer-friendly.
Before you hit send
To ensure your emails reach inboxes and engage your audience, focus on creating purposeful, timely, and relevant content.
Here’s a quick content-quality alignment check:
- Is the subject line clear and honest?
- Will the email still make sense if images are turned off?
- Is the CTA easy to spot? Even on mobile?
- Does your layout use multiple content blocks instead of one big image?
If yes, you’re well on your way to better engagement—and stronger deliverability.
Smart content, stronger results
Looking for more? These resources offer extra guidance and tactical tips to help you fine-tune every part of your email content, from design to engagement: