Email marketing remains one of the most effective ways to connect with customers and readers. But with more than half of all emails now opened on mobile devices, it’s no longer enough for your newsletters to look great on a big screen. They need to perform equally well on both mobile and desktop – fast, clear, and easy to act on. Here’s a guide to designing and writing emails that deliver results across every device.

Know your audience – and their screen

Before you start designing, it’s essential to understand how your readers check their emails. Many Australians read emails on the go – on the train, during a coffee break, or while waiting in line. That means you only have a few seconds to grab their attention.

• Think mobile first. Start by designing for the smallest screen. If it works on mobile, it will work anywhere.
• Keep it short. Long paragraphs can feel overwhelming on a phone. Use short sentences and clear spacing.
• Use clear headings. Headings help readers scan quickly and find what matters most.

Design that adapts automatically

A responsive design is key to emails that perform on every device. It ensures your layout automatically adjusts to the screen size.

• Single-column layout. On mobile, one column works best – it keeps text and images in the right order.
• Large, tappable buttons. Make sure buttons and links are easy to tap with a thumb.
• Readable text size. Use at least 14–16 px for body text and 20–24 px for headings.
• Smart image use. Choose images that scale automatically and avoid heavy files that slow down loading.

Always test your email on multiple devices before sending. Most email platforms let you preview how your message looks on both mobile and desktop.

Write subject lines that get opened

Even the best-designed email won’t make an impact if it’s never opened. The subject line is your first – and often only – chance to spark curiosity.

• Keep it short. On mobile, only the first 30–40 characters are visible.
• Be specific. Tell readers exactly what they’ll gain by opening the email.
• Avoid exaggeration. Overused words like “free” or “exclusive” can trigger spam filters.
• Use the preheader. That small line of text after the subject can reinforce your message and boost open rates.

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Content that converts

Once your email is opened, it’s all about keeping attention and guiding the reader toward action.

• Lead with the key message. The first lines should explain why the email matters.
• Use clear calls to action (CTAs). Buttons like “Learn more”, “Sign up”, or “Shop now” should stand out and be easy to find.
• Create visual rhythm. Use white space between sections, images, and buttons to make the email easy to read.
• Personalise where possible. Use the recipient’s name or past behaviour to make the message more relevant.

Test, measure, and optimise

Small tweaks can make a big difference to how your emails perform. That’s why testing and analysis are essential.

• A/B test subject lines. Try two versions and see which one gets more opens.
• Track click rates. Which links get the most engagement – and which are ignored?
• Monitor unsubscribes. A rising unsubscribe rate can signal that your content isn’t hitting the mark.
• Use data actively. Adjust send times, content, and design based on what the numbers tell you.

Create a consistent experience

An email rarely stands alone. It’s part of a larger customer journey – from inbox to website or online store. Make sure the experience feels seamless.

Ensure that colours, tone, and messaging in your email match what readers see when they click through. Consistency builds trust and increases the likelihood of conversion.

Emails that work – on any screen

Creating emails that perform on both mobile and desktop isn’t just about design – it’s about understanding your audience. A great email is simple, relevant, and easy to act on, whether it’s read on a smartphone during the morning commute or on a desktop at the office.

With responsive design, clear messaging, and ongoing optimisation, you can make sure your emails don’t just get opened – they get results.