Email Layout: How to Impress Your Client

A good email layout design will capture the attention of your busy subscribers and make content easier to read. The right design will direct your focus to the content itself, not the structure holding it in place, and it should be simple, well-organized, and have an intuitive flow. Here, we share three types of email layouts, along with some pointers on how to pick the right one for different campaigns.

Email layouts: 3 types

Email layouts generally fall into three groups: single-column, multiple-column, or a hybrid. Whichever you choose, the important thing is to keep the design simple and mobile-optimized.

1. Single-column layout

A single-column layout consists of one or more modules that fill the full width of the email and are all stacked on top of each other.

Benefits of a single-column email layout:

1. Easy to read. Single-column emails have a clear hierarchy: they start with the most important content at the top, and more content is consumed as you scroll down. You view one module, then the next. There are no sidebar distractions.
2. Optimized for mobile viewing. Multiple columns do not render well on smaller screens, which is why multi-column emails should always be responsive, reordering content into a single column. When scrolling on a mobile device, multiple columns also make content harder to read, forcing zoom in with fingers, which doesn't make for a seamless experience.
3. Focused on a single call-to-action. A single-column email is optimal for storytelling, taking readers through each component of the message until there is a clear, obvious call-to-action. This intuitive, sequential nature leads readers directly to your CTA.

2. Multiple-column layout

A multi-column layout typically separates content into two or three columns, sometimes so content appears arranged in a grid.

Benefits of a multiple-column email layout:

1. Organized product display. Arranging products on a grid allows you to showcase a lot of items quickly, maximizing the amount viewed above the fold.
2. Optimal for image-driven content. If your email is almost entirely image-based, and the images don't require descriptive text, multiple columns will probably be the best layout.
3. Displays a lot of content quickly (on desktop). Since your multiple-column email layout should be mobile responsive and switch to a single-column layout on smaller devices, it may require a lot of scrolling. But desktop viewers will be able to quickly scan through a lot of visual content arranged on a grid.

3. Hybrid layout

Many publishers send emails with a feature story at the top, with secondary content in multiple columns underneath it. This hybrid layout, which goes from first a single column then to multiple columns, has plenty of uses, like making product announcements.

Benefits of a hybrid email layout:

1. Maintains a strong hierarchy. By starting with a single-column module, the first and most important module of content won't be missed.
2. Easy to present multiple calls-to-action. Having a clear and focused message with a single call-to-action is a wise strategy for busy readers, but if you have more than one call-to-action and no strong hierarchy to your message, multiple columns can be used.
3. Ideal for linking to secondary content. A hybrid layout can be used to focus readers' attention on the most important piece of content but still provide additional information.

Email layout design: Choose the best one for your content

Now that you know the three different layout designs, how do you choose one? Think about the purpose of your message: is it to deliver an important update, show subscribers a new product feature, inform about a change to privacy settings, send a roundup of upcoming events, or offer a limited-time discount? The type of message you plan to send, and the amount of content, will inform which layout is optimal for your campaign.

Text based email

Letter or text-based templates are useful for sending subscribers a personal message or a serious update, like one necessary for legal reasons.

Email Layout to Choose: A basic single-column layout, keeping the message straightforward, simple, and short.

Round up email

For lists, roundups, or blog/article digests, an email's layout can reinforce consistency around the number of items included and the format of each item in the list.

Email Layout to Choose: A hybrid layout with a list format that features one headlining item followed by more content.

User invitation email template

An invitation template is a valuable go-to for your online lead generation efforts, such as inviting subscribers to participate in an online webinar or offering them a free report or e-book to download.

Email Layout to Choose: A single-column or hybrid layout where the first module includes the most important details about the offering, along with a CTA button.

Promotional emails

To generate buzz around your product, create an email template for promotional offers that's short, well-branded, vibrant, and has a clear call to action.

Email Layout to Choose: A single-column or hybrid layout to focus readers' attention on your offer.

News alert or product announcement emails

To quickly communicate a single, clear message to readers, like a big promotion alert/reminder or a product announcement, a layout that's dedicated to delivering an important piece of singular information is key. These email types are often most effective when designed with simplicity.

Email Layout to Choose: A single-column or hybrid layout to make sure the most important information is in the first module (just avoid additional modules!).

Catalogue or multiple products feature template

Most product feature emails break from the single-column structure and use a grid-based layout. Since keeping a grid formation often means items are difficult to see on mobile devices, make sure these messages are responsive so products reposition into one column.

Email Layout to Choose: A multiple-column layout that's responsive to mobile screens.