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Email template design guide

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We highly recommend that you create your emails in accordance with the common rules to decrease the possibility of your campaigns going into the spam folder.

It is necessary to notice that the fulfillment of these guidelines does not assure your email campaigns from being blocked as spam. The most important thing is not even the design of your emails, but the attitude of your contacts and their desire to receive it. However, compliance with the rules decreases the probability of the automatic anti-spam services triggering and gives our support team the possibility to contact the email service which has blocked the campaign and demand that they unblock it.

1. Email campaigns should contain text. At least 1-2 paragraphs should be included. Email campaigns that contain only pictures, especially only one big picture, are blocked very often.

2. Always add the permission reminder. Email campaigns should contain information that helps your recipients remember how you got their email address. For example, “You received this email because you have subscribed to it on the website…” or “You received this email because you purchased something from our store,”. It is better to indicate this information both in the header and in the footer of the email.

3. Add some information about yourself. Email campaigns should contain actual information about the organization, including phone number and post address. This requirement is clearly stated in the law of many countries and it is required by most email services.

4. Use your corporate email as a return address. We highly recommend this to avoid the usage of return addresses registered on free email services like, etc. – very often these addresses are blocked by anti-spam filters. Please use corporate email address on your site domain:

5. Do not indicate URLs if you switch on the link tracking. Avoid using direct links like It is better to make a word or a phrase as a text of the link, so the link will lead to the needed page. For example: ”Go to Yandex” but not “Go to”. The reason for thist is when you switch on the link tracking, the link is replaced by an encrypted one. In this case, the spam analyzer identifies the difference between the text of the link and the place where it leads, which is considered as suspicious. You can ignore this rule in case you do not use the link tracking or use another service like Google Analytics.

6. Add an unsubscribe link to the header. When the contact does not see the unsubscribe link, they clicks the “Spam” button. That affects all your email campaigns including ones in the future. We highly recommend you add an unsubscribe link to both to the header and footer of the letter to avoid possible reputation damage.

7. Avoid large emails. Adding large files to an email slows the sending of the campaign, increases the percentage of contacts’ complaints and impacts the delivery.

8. Don’t try to decrease the quantity of unsubscriptions by hiding the unsubscribe link. An unsubscribed client is much better than one who has complained. Unsubscriptions don’t have an impact on your reputation, but complaints do. That is why you shouldn’t try to separate the unsubscribe link with a large amount of empty lines, or hide it behind a transparent color, or use a small font for the link – it does you no good.

9. Ask your contacts to add your return address to their contact book. This surprisingly simple method dramatically reduces the possibility of your campaign getting into spam folder.

10. Your campaign will be blocked with a high probability if it contains:

  • false, incorrect or misleading information;
  • porn;
  • lotteries;
  • forgery of medicine, watches, clothes, etc.;
  • texts violating the copyright and related rights or usage of another’s brands;
  • the advertisement of email and electronic spam campaigns;
  • sending of campaigns on behalf of another person or organization;
  • financial pyramid schemes.

11. Try to create an email which is pleasant for the eyes. Such emails are like even by spam filters, as practice has shown. Who would like to see lines with different length, different colors and inappropriate pictures? The best way is to create a professional email template and follow the next small pieces of advice:

  • try not to write every sentence ia n new paragraph. If there is a connection between phrases, it’s better to include them in one paragraph;
  • don’t put more than three exclamation marks in a row either in the body of email or in the email subject;
  • avoid different colors. Don’t overuse the combination of black, red and blue;
  • don’t overuse CAPS LOCK. It’s enough to use a capital letter in the word, especially concerning to the subject of email.
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