What guides you when you create marketing emails? Do you rely on intuition, on what’s worked (or not worked) in the past? Or do you follow more formal sets of rules?
If your answer is the former, you might be missing out on some of the strategic insights we have on what works and what doesn’t work for email best practices. For example: How much time do you spend working on your email’s formatting, and does it matter the set-up—one column or more? The answer, of course, is yes, it matters very much what you do in your email set-up, including how many columns you use. One column is best, is what our learnings say about email best practices, because of the likelihood of avoiding problems as you cross platforms with different users.
Beyond columns, what other principles should guide you for emails creation and use? This graphic explains them.