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4 Tips for Designing a Successful Email in Pardot

What is it that ensures maximum open rates? Designing a successful email isn’t just about finding the perfect colors or images. Anything from crafting the best subject line to laying out your email can decide whether someone responds to your call to action (CTA).

Take the guesswork out of designing your next email template in Pardot. Use this guide to help develop the best email campaign and ensure that your emails don’t look like spam mail:

Subject Lines

Your subject line is considered one of the most import factors in increasing open rate. Overuse of CAPS and unnecessary punctuation can trigger spam filters. Along with this, longer emails are not always the best way to go. Most subject lines are usually between 40 and 50 characters long. You want to be sure that the full subject line is visible across the majority of devices.


A preheader is what is visible to the customers in their inbox preview before they click on the email. Think of them as secondary subject lines. Preheaders add valuable context and can help improve your open rates. You should use this space to tell your customers why this email is useful to them. In general, a preheader is usually 40 to 70 characters long.

Email Layouts

Inverted Triangle Email Example

Your layout should help the reader know what they should look at first and where they should move from there. One popular layout method is the inverted pyramid. By guiding a viewer’s eyes down to your CTA, you can easily encourage them to click through to see more of what you offer. This will help increase web traffic and brand awareness.

Mobile Optimization

Did you know that over 68% of email opens occur on a mobile device? Making your templates mobile-friendly has become a necessity and standard for businesses. To make your emails more mobile-friendly you can: keep your subject lines short, use one clear and easy to click CTA button, and make sure that your images are not too small or difficult to see on a mobile device.

Designing successful email templates can be challenging for both a novice and an expert. Use these tips to elevate your marketing automation. Need more help?

Check out this link to see examples of effective email designs.