What Goes Into Creating Professional Email Template Designs That Convert

In 2025, if your email campaigns don’t drive your business goals, you’re wasting money and time. 

And professional email templates are an important asset that helps you achieve scalable email success. 

Well-designed, well-written HTML email templates create a supportive environment where your email design and development team can handle the rising email demand. 

Because, hey, scaling email outputs is not without challenges. For 62% of teams, two weeks of production cycle for a single email build is a ball and chain. For 23% of the team, it means juggling five email builds simultaneously. Not to mention, there is pressure to produce more high-quality, on-brand email designs. It’s intense. 

Professional email templates, therefore, have become essential to modern email marketing. Marketing that is obsessed with personalized and high-value email campaigns. That’s why 60% of email marketers currently use email templates to streamline email production in the design and development phase. 

The good news is that aside from efficiency and productivity, crafting professional email template design gives you a better chance of nurturing stronger bonds with your audience, selling more of your products, and improving email marketing ROI. 

Let’s dive right in. 

Best Practices For Creating Click-worthy Professional Email Templates 

Your email designs are not just the cherry on top of an engaging email —it’s the whole cake. Get it wrong, and you risk losing your audience; Nail it, and you’ll see more email opens, click-throughs, and sales.

That’s why, have in-house designers or team up with professional email template services by Email Mavlers, creating professional email template designs requires you to follow these best practices. 

1. Bring Your Brand In The Email Template Design

Brand consistency=brand recall. 

Send plenty of email campaigns. But if they lack brand consistency, you have a hard time standing out in the overflowing inbox of your subscribers. 

On the contrary, be consistent in offering a recognizable email experience, you keep your brand on top of their mind. When it’s time to purchase, they will come directly to you. 

Plus, using consistent branding elements across all emails also creates a cohesive look. Even if you hop on the latest email design trends, some design elements in your email campaigns should stay timeless. 

A side note: custom-coded email templates go a long way in better reflecting brand personality than pre-built templates. This video on custom vs. ready-made templates is a good watch for understanding this. 

To infuse your brand personality when creating professional email templates:

• Prominently display your logo, tagline, and other key messaging in the email header design.
• Use the email footer as a place to hold branding elements like contact information, social media icons, unsubscribe links, awards, certifications, etc. 
• Let the copywriting and imagery portray your brand voice and tone. 
• Set clear design directions for using color palettes, typography, icons, and even white space in email template designs.

2. Keep The Templates Flexible

A wise email designer changes his mind and creates email templates that have space to add or remove elements. Email templates designed with flexibility give you room for easy customization. This way, you can tailor the email content and design to your needs, but you don’t have to create a new email template from scratch every time. 

It improves efficiency while keeping every email design professional and on-brand. 

3. Use A Mobile-Responsive Email Design 

Speaking of flexibility, creating professional email templates is incomplete without a responsive email design. That’s because 71.5% of consumers often check their emails on mobile devices. 

Responsive email templates not only look professional and appealing but are also functional. Their flexible layouts deliver optimal viewing experience regardless of the device your recipients are using. 

4. Maintain Visual Hierarchy

The main aim of your professional email templates is to keep the email content skimable for the subscribers. You don’t want to make your email extra hard to understand when folks spend just nine seconds looking at the email. 

Hence for your subscribers to scroll through the entire email and take desired action, your email layout must present itself in an attention-grabbing manner. 

5. Design For Accessibility

Best practices for creating professional email templates dictate that you fully cater to your audience’s preferences, not halfway. And email accessibility ensures you do that no matter what. 

Email accessibility means ensuring everyone, including individuals with disabilities or those using assistive technologies, can read, understand, and interact with your emails.

“It’s worth recognizing that accessibility probably isn’t demonstrating sizable ROIs because brands have already alienated those audiences that appreciate accessibility the most. Accessibility is an investment in your ability to retain future subscribers at a higher rate,” says Chad White, Head of Research at Oracle Digital Experience Agency

Best practices to follow while creating accessible email templates: 

• Add alt text to images.
• Maintain color contrast.
• Choose the right typeface.
• Use a larger font size.
• Separate ideas with large headers.
• Use semantic elements.
• Say no to all-image email design.

6. Optimize For Dark and Light Mode

Along with accessibility, you will also want to design emails for dark mode. 

More than a third of your subscribers keep their smartphones in dark mode even in the daytime. Making sure that your emails retain their charm even in the dark reading environment is an essential step in creating professional email templates. 

7. Balance Images With Text

We said no all-image emails earlier. Because there is a palpable temptation to send image-only emails as brands want their products to get the most attention. 

However, image-heavy emails come with a poor user experience and spam filter triggers. That’s just a couple of reasons why having a good balance between the visuals and copy is important. 

A good rule of thumb is maintaining the text-to-image ratio to 60:40. It means that 60% of the email’s content should consist of text, while 40% should be images. 

Wrapping Up 

Email marketers wear more hats than a Broadway costume department.  It’s easy to push professional email templates to the back burner. 

But professional email templates don’t just happen.  They become professional only when they check all the boxes— well-written, well-designed, responsive, accessible, readable, and many more. 

But given how effective professional email templates are at connecting with your audience, there’s no reason you shouldn’t be using them. And, once you find your way around a good drag-and-drop builder or a reliable email template service, your email template is more than a tool—it’s a canvas for your brand’s story.

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