How to Design Emails That Drive Engagement for Lifestyle Brand
With Black Friday and the gifting season on the horizon, email might be your BEST friend. As a founder of a lifestyle brand, you’ve probably got a lot on your plate—between designing new collections, managing your online store, and keeping your social media game on point, crafting the perfect email can feel like one more thing on the never-ending to-do list. But when done right, email design is one of the most effective ways to engage your audience and drive conversions.
In fact, it’s the visual elements of your email campaigns that can make or break their success. Let’s be honest, we all know what it’s like to open an email, be bombarded with clutter, and click “delete” or worse “unsubscribe” faster than we care to admit. You don’t want your beautifully curated content to suffer that fate!
So, let’s dive into the top design changes you can make to ensure your emails are irresistible, scroll-stopping, and most importantly, drive those all-important clicks.
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1. Clean and Minimalist Layout: Less is More
We get it—when you’ve got a lot to say, it’s tempting to pack everything into one email. But, trust us, less is more. A clean, minimalist layout allows your message to shine through without overwhelming your reader. Think of your email like the interior of a luxury boutique: well-spaced, not cluttered, and curated for maximum impact.
Tip: Focus on clear sections that guide your readers’ eyes. Use headers, subheaders, and short paragraphs so they can quickly scan the content without feeling overwhelmed.
2. Mobile Optimisation is Non-Negotiable
Chances are, most of your subscribers are reading your emails on their phones. If your email design isn’t optimised for mobile, you're potentially missing out on a huge chunk of engagement. A whopping 85% of users are likely to delete emails that aren’t mobile-friendly. Don’t let that be your emails!
Tip: Use responsive design so that your email adjusts seamlessly across devices, ensuring a great experience whether your audience is viewing it on their desktop or mobile.
3. High-Quality Visuals: Because Aesthetic Matters
Lifestyle brands are all about the visual experience, and your emails need to reflect that. Your audience expects high-quality images that showcase your brand’s personality and products in their best light. Whether it’s stunning product shots, lifestyle imagery, or graphics, make sure your visuals are on-brand, eye-catching, and professional.
Tip: Use high-resolution images, but don’t go overboard. Too many large images can slow down loading times—especially on mobile. Balance visuals with white space to create a sleek, modern look.
4. Highlight Your Call to Action (CTA) with Design
Your email’s call to action (CTA) is the gateway to conversions—whether that’s driving traffic to your website, getting users to check out a new collection, or signing up for a VIP offer. But here’s the thing: if your CTA is hidden or bland, it won’t do much good.
Tip: Make your CTA button or link pop. Use contrasting colours, bold fonts, and enough space around the button so it stands out. The simpler and more inviting your CTA, the more likely your audience will click.
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5. Consistent Colour Palette and Typography: Stay On-Brand
Whatever it is, the way you tell your story online can make all the differencBrand recognition is crucial for lifestyle brands, and your email design should be a seamless extension of your overall branding. Stick to your brand’s colour palette and typography to create consistency across all touchpoints.
Tip: If your brand uses soft, neutral tones, your email should reflect that. If you have bold, vibrant brand colours, use them in your CTA buttons, headers, and key areas of the email to draw attention. The goal is for subscribers to recognise your brand immediately when they open the email.
6. Keep Text Blocks Short and Engaging
In email design, content is still king, but let’s face it—no one’s going to sit and read an essay in their inbox. Keep your text blocks short and punchy, with engaging headers and subheaders that break up the content. Use fonts that are easy on the eyes, but also match your brand’s personality.
Tip: Experiment with bold, italic, and different font sizes to highlight key information. This will keep readers engaged without feeling like they’re tackling a wall of text. But, make sure you are still within the parameters of your brand guidelines!
7. Embrace White Space: Less Clutter, More Impact
One of the simplest yet most effective design techniques is embracing white space. It’s the breathing room your email needs. White space helps break up content, highlights key sections, and ensures that your email feels sophisticated and easy to navigate.
Tip: Don’t try to cram everything into one email. Give each section space to breathe, making the email feel more digestible. Your audience will thank you for the visual reprieve!
The Power of Well-Designed Emails
Design isn’t just about making your emails look pretty (though that’s certainly a perk!). Good email design can drive conversions, improve engagement, and build brand loyalty. When you create an email that’s visually stunning, easy to navigate, and packed with relevant content, you’re offering a valuable experience that keeps your audience coming back for more.
At the end of the day, email design is about balancing aesthetics with functionality. You want to wow your audience while ensuring your content is digestible and actionable. Whether you’re sharing a new product launch, an exclusive offer, or just connecting with your customers, make sure your email design does your brand justice.
By optimising your emails with clean design, high-quality visuals, and strategic calls to action, you can ensure your emails are more than just another message in the inbox—they become a key tool in driving engagement and building your brand. Let’s get those emails looking their best!
Save our checklist above and start designing email campaigns that convert. Need help? Reach out to us, and we’ll help you craft beautiful, effective emails that reflect your lifestyle brand’s unique vibe.
