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Best practices to compose an email template
Best practices to compose an email template

When sending out a marketing e-mail, the main goal is to optimize engagement: here are our guidelines for the most efficient email content.

Cindie Aurousseau avatar
Written by Cindie Aurousseau
Updated over a week ago

Once the email you sent reaches your customer's inbox, the metric to optimize is user engagement, meaning at least opening the email, learning about its content and optionally interacting with buttons through CTA. 

Customers are overwhelmed with information and advertising every day, so you have to stand out from your competitors. 

Format and layout

Page layout and display

To prevent horizontal scrolling (especially on mobile which is widely used), the correct mail format is 600 pixels on desktop and 320 pixels on mobile.

The design of the e-mail must be responsive; after you've finished editing the message, remember to always check that the e-mail displays correctly on the various devices (well-centered text, good distribution of images, etc.).

Also, to avoid the message being blocked in spam or the email loading time being too long, we recommend a ratio of around 70% text and 30% images within the message. Consider optimizing the weight of images by compressing them to reduce their size while maintaining good display quality.

Remember to add alternative text, also known as "alt-text", and a background color to make the email easy to understand if the images don't load properly.

Item allocation and creation

Pay particular attention to the size and spacing of clickable buttons and icons placed in the email (especially on mobile devices, to avoid click errors).

We recommend designing them between 40 and 48 pixels minimum; the smaller they are, the further apart they need to be.

You can create color contrast and highlight text (bolding, spacing, etc.) to make buttons stand out 👇

💡 Adding a deeplink to all email items (images, CTAs, etc.) can help maximize the rate of visits to your site. This way, the visitor can become a potential lead!

Text size and font

Whatever device the customer uses, the text must be displayed correctly. That's why we recommend using the most common typefaces: Arial, Helvetica, Times New Roman, Verdana, Courier, Tahoma, Georgia, Palatino, Trebuchet MS, Geneva, etc.

✍️ You can create your own font and import it, but make sure it displays correctly on all devices and search engines.

Two different fonts (maximum three) will be more than sufficient👇

​Finding a font that matches your corporate identity and reflects your positioning, and sticking to it helps keep your communication materials consistent. 

🔤 The most legible font, regardless of screen size, is Sans Serif.

To make a real difference between the text and the headings and to organize the message, we recommend a height of 14 to 18 pixels. Headings can be larger, with a recommended height of between 22 and 28 pixels.

The signature can be smaller: 12 pixels to distinguish it from the rest of the text.


Make sure that your brand is directly identifiable on opening the email: your logo must be clearly visible in the header, with consistent graphics throughout the e-mail 👇

For faster identification, we recommend that you place it at the top of the email, in a larger size.

Textual content

Mail subject and preview

The subject line is the first thing the customer sees once they've opened their mailbox. It should not be neglected, as it has a direct impact on the open rate!

It's best to opt for an eye-catching, personalized and above all short and descriptive headline, which says as much as possible in as few words as possible. To draw the customer's attention directly to his inbox, the recommended maximum number of characters is 50, for 3 reasons: 

  1. The title is fully visible in the inbox on a computer or mobile. For maximum impact, place your keywords at the end of the sentence.

  2. A short title will be read quickly, almost unconsciously, by the customer. Reading the subject line requires very little effort, which significantly increases the open rate.

  3. A long title will give the customer the wrong impression, it's not aesthetically pleasing.

👉 Our recommendations:

  • Personalize the subject line: "Marie, would you like to travel for cheap?". Calling the customer by his name helps create immediate proximity with him.

  • Provoke a sense of urgency whenever possible: "Marie, don't forget to use your promo code before it expires! 👀"

  • Get straight to the point: The customer needs to understand immediately what the email is about.

  • To make your e-mail more descriptive, you can add emoticons, but don't overdo it: they might detract from the message.

  • Don't use sentences in capital letters, too many exclamation points, or words that are too "commercial", such as "urgent", "100%" or "open quickly".

🌟When it comes to writing newsletters (inspirational content), emails constructed in the form of "3 tips for...", "7 things to know about..." are very popular with consumers, and make it easy to get to the point.

Call To Action

A call-to-action (CTA) is a button designed to encourage the reader to perform a specific action, such as registering for a webinar or purchasing a product 👇

To maximize your chances of conversions, limit the number of CTA above your waterline. This is the line that delimits what the reader can see without having to scroll.

👉 Our best practices:

  • Use action verbs like "Download", "Discover", "Take", etc.

  • Use "I" to encourage the customer to open the CTA, as the wording will allow them to project themselves directly. Example: "I'm discovering the program!" is more effective than "Discover the program".

  • If necessary, write a short reassurance text visible before the CTA to give more information about the offer.

  • Don't hesitate to engage your readers in the brand's strategy (= participatory marketing) with phrases like: " your say under our new Instagram post!".

Name of addressee and signature

Adding a human dimension to the e-mail is a winning element so that customers can identify with their interlocutor's message and develop a real relationship with the brand.

You can add a first name as the "sender" of the e-mail.

Your email is now ready to be sent!

This article belongs to Batch's FAQ. Need more help? Find insightful articles, documentation, case & market studies, guides, and even more in our website's Resources section on and our blog.

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