HTML email has the reputation of being a particularly tough design medium. Buggy email clients stripping out your CSS or the suspicious image that one-to-many emails not seldomly partake of, i.e. building compelling emails is quite a challenge for designers. With opening rates on mobile growing tremendously, things don’t get any easier either. If you haven’t ventured on the task yet or want to improve your existing email design skills, then this eBook offers the practical advice you need, whether you want to share your stories in a newsletter or aim at committing to email to market your product.


After taking a look at the current state of HTML email design, you'll get to grips with optimizing email for mobile, and learn to build your own modular email construction kit that you can draw on to cater for best results on desktop, web and mobile clients. We'll also explore handy tips to raise your email above inbox noise — with a friendly tone and engaging content (no dirty tricks here!) — and consider missteps that you should better avoid. Building HTML emails certainly does require some fiddling around, but it's defintely worth it. So, are you ready to take on the challenge?


  • What 22 Billion Email Newsletters Tell Us About Designing For Email
    by Ros Hodgekiss
  • From Monitor To Mobile: Optimizing Email Newsletters With CSS
    by Ros Hodgekiss
  • Improve Your Email Workflow With Modular Design
    by Brian Graves
  • Size Matters: Balancing Line Length And Font Size In Responsive Web Design
    by Laura Franz
  • How To Raise Your Email Above Inbox Noise
    by Fabio Carneiro
  • Designing The Words: Why Copy Is A Design Issue
    by Sam Wright
  • How To Use Email To Alienate Your Users
    by Paul Boag
  • Email Marketing For Mobile App Creators
    by Ros Hodgekiss
  • How To Create A Self-Paced Email Course
    by Paul Jarvis

Technical Information

  • Formats: PDF, EPUB, Kindle (DRM-free)
  • Pages: 145
  • Language: English
  • Released: October 2014
  • Publisher: Smashing Magazine GmbH
  • ISBN (PDF): 978-3-94454096-2
  • ISBN (EPUB): 978-3-94454097-9
  • ISBN (KINDLE): 978-3-94454098-6

Excerpt From Chapter 1

What 22 Billion Newsletters Tell Us About Designing For Mobile Email — by Ros Hodgekiss

“Do you know which platforms and email clients to focus on when creating an email newsletter for yourself or a client? Using the data from over 22 billion email subscribers, we determined what designers should prioritize, both this year and beyond. In this chapter, we’ll interpret the numbers from our “Email Marketing Trends” report to help designers like you make informed decisions about what works and what doesn’t in email newsletters.”

Excerpt From Chapter 3

Improve Your Email Workflow With Modular Design — by Brian Graves

“In addition to the increasing number of emails, the need for personalization and high quality and the introduction of responsive design have turned what was once a simple process of writing HTML and CSS in your favorite text editor into something seemingly more complex. A number of customizable templates, editors, tools and even full-fledged email frameworks have popped up to deal with this newfound complexity.

All of these new tools have their advantages, and many can be combined into a workflow that best fits you and your team. But even with a great set of new tools at your disposal, how do you structure your workflow to allow for continual iteration and quick turnaround?”

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