When creating an email creative, it is important to consider how your content will be seen by both spam filters and recipients. The following are guidelines that generally help with both deliverability, and with getting recipients to take action in your email. Note that while these suggestions are not guarantees for better results, they do generally help to improve your email.

Subject Lines Engagement

Are your subject lines engaging? The subject line is the vital first impression of your offer, so an engaging subject line is key to encouraging users to open your email. Is your offer time sensitive? Let your audience know! Does your email contain an exclusive deal or coupon? Tell your audience what’s inside! Give your audience a reason to open your email. Put yourself in the user’s shoes and think how you would react to seeing your subject line in an inbox of 20+ emails. Would you just delete the message along with the rest, or would it stick out to you and make you want to learn more?

Spam Triggers

As far as the content of the subject line goes, try to avoid using words or phrases that are commonly associated with spam emails. Words like FREE, characters like percentage and dollar signs, or phrases like Act Now! While these may not always be viewed as spam in every instance, they can stack with other spam triggers that may exist in your email, and thus increase the chance that your email will be viewed as spam. If you want a good idea of practices to avoid, try checking out your own personal email spam box, and see what type of subject lines are being used.


Emojis are a type of character that can be useful in certain situations, but aren’t inherently good or bad. Adding them won’t necessarily help your campaign, but it won’t necessarily hurt it either. Ultimately, you want to use your discretion and decide whether or not an Emoji would be appropriate for your campaign. Using too many or using them without purpose can come off as obnoxious, but if you are advertising for a cruise line, a boat emoji may work well in your subject. Keep in mind though, that not all users will have the same Emoji support in their inbox. Mobile phones generally will be able to display the latest Emoji, but Outlook on Windows 7 for example has limited support, so make sure you are testing to see which Emoji will and won’t appear.

Preview Text

In addition to the subject line, also be aware of what you pre-header text is. The pre-header, also referred to as preview text, is like a second subject line the will display after or below the subject line in a user’s inbox in most email clients. This is valuable space where you can give more details about what you are offering, so make sure to use it well. If the preview text that is showing automatically is not what you want, consider adding the text you want to the top of your creative. You can even hide it from the creative itself while still having it display in the preview area if you so choose.

Email Body Mixing Images and Text

Some spam filters will look at creatives with a lot of images and consider them as more likely to be spam. Because of this, it is important that you do not just use images for your creative, and include plenty of text and blank space as well. If you were to look at your creative like a rectangle, you would want the area of that rectangle occupied by images to be 40% or less of the total are of the creative itself. The rest of the creative can be include text, layout elements or blank space.

Call to Actions

When a recipient opens your email, you do not want to waste any time in getting them to act. For this reason, you want the most important details of your email to be at the top of the creative, along with an obvious click-through to get them to your landing page. Most creatives are taller than they are wide, and will not be shown in their entirety without the user having to scroll, so look at your email as if you were viewing it in your inbox, and determine how much of it gets cut off. The line at which you have to scroll to see additional content is what we refer to as the fold. Is your call-to-action link still above the fold? If not, consider moving it higher up, or at least create an additional call-to-action link that can be seen without scrolling. Also keep your email focused, what is your main goal? If you are trying to sell a specific product, then make sure the first part of your email is all about that one product.

Accessibility Features

While most people viewing your email are going to see it with the HTML rendering, it's important to code it in a way where it will still work even if certain elements don't display. The most common thing that may not display would be images, as some email inboxes have images turned off by default. Put at least some alt-text on every image, since this is a general recommendation for HTML. If your image contains text vital for your campaign, make sure the vital text is included in the alt attribute as well. Doing this will allow your creative to still make sense regardless of whether images are displaying or not.

Proper Coding Practices

Lazy or improper coding practices can make your email more likely to be treated as spam, so make sure you are following basic HTML syntax when making your creative. Doing so will also help to ensure that your email renders properly. In addition, make sure to code in a way that will ensure your email will render properly in different email clients. For more information on coding for compatibility, click here.