Create effective email headers

Business Benefits

Improve email read rates.


Insert your logo at the top of your email, above the main content, and make sure it doesn’t exceed 700 pixels in width.

Users are more likely to interact with a business or brand they recognize and trust.

Insert a navigation bar under your logo and link up to 5 of your most valuable content or offers.

Common navigation bar links include Homepage, Bestsellers, Get in touch, and About us.

If using a hero image, choose an image under 700 pixels in width that conveys only one idea.

The viewer should know immediately from the hero image exactly what you’re trying to convey. It gives a snapshot of what a user can expect and is an excellent way of drawing the reader in. Include a hero image unless the email is in plain text or a hero image isn’t appropriate. When creating the image, save it as web quality to decrease file size.

Repeat any important information as text in the body of the email in case the image does not load in the user’s email client.

Create engaging headlines that outline what the users will get from reading the email, and provide a clear message.

For example, 20% OFF ALL BESTSELLERS UNTIL MONDAY.

If you are using a hero image, overlay your headline on the image. If you are only using a headline (no hero image), ensure the text stands out by bolding it, setting the font size as larger than your body text, and making the text a different color.

Test your email in different inboxes and devices. Pay particular attention to how your images, menus, and other media render on smaller mobile displays.

Use Litmus to test your email across all inboxes and device types. Alternatively, send a test to addresses at different common email providers (for example, Yahoo and Gmail) and view the email on different devices.