Designing eDMs - a System

Let’s face it—without a process, emails can be an absolute pain. Over the years, we’ve honed a system that turns email design from frustrating to, dare we say, fun.

The design process for emails mirrors other design work, but with some extra considerations:

  1. Content Briefs – Each email should start with a brief. Think about themes you want to repeat, cadence, and your target audience. Use either previous content or create new mock content to practice.

  2. Cadence & Length – Keep emails short and snappy. Two high-quality, easy-to-read emails are better than one long, scrolling-heavy email.

  3. Content Blocks – Break your email into modular sections. Common blocks include:

    • 1–2 column product highlights with a “shop” button
    • Edge-to-edge images or “poster” style blocks with a single call-to-action
    • Background colour sections for emphasis
    • Header and footer areas

  4. Technical Layout – Emails need to be lightweight and responsive. Programs like MailChimp, Klaviyo, or Campaign Monitor use drag-and-drop interfaces for HTML emails. We won’t go deep into platform specifics here, but keep in mind:

    • Two-column blocks reduce to one column on mobile, keeping layouts responsive.
    • Use PNG/JPG images optimized for web to avoid heavy file sizes.
    • Body copy should ideally be plain text for maximum readability on all devices (compared to being encased on an image).

  5. Design Tools – Canva templates are perfect for email mock-ups:

    • Pre-made 1–2 column layouts for eCommerce products
    • Edge-to-edge visuals and background colour options
    • Video tutorials and templates [insert links]

  6. Documenting Your Work – Once your email is mocked up:

    • Screenshot it into your brand guidelines document
    • Keep it as a template for future campaigns
    • Modify and evolve as your email cadence or campaigns change

Tips for Success

  • Think in content blocks, not long-form copy.
  • Focus on visual hierarchy: make key calls-to-action stand out.
  • Keep file sizes light, so emails load quickly on all devices.
  • Refer to your brand guidelines for fonts, colours, and graphic treatments.

By following this system, email design stops being a chore and becomes a repeatable, scalable part of your marketing process.