What Makes a Good Email?
At Mailchimp, with millions of users sending billions of emails, we set out to uncover if a consistent formula exists for high-performing email design. Partnering with our Data Science team, we analyzed high-performing accounts—those consistently exceeding median clicks, orders, and revenue—to look for shared visual design elements like layout, font, text-to-image ratio, and background use.
The Reality Behind the Data
While we hoped to create a universal “super template,” our findings told a different story. Much of the data showed no clear correlation between certain design choices and success. But we did discover three traits shared by effective campaigns:
- Simple layouts
- Concise copy
- Regular testing
Use Simple Layouts
Our one-column layout is the most used across Mailchimp, with nearly half of campaigns choosing it. The next most-used, a 1:2 column layout, sees only 4.8% usage. While we can’t prove why simplicity works, it’s likely because it improves clarity in an already cluttered digital environment.
Be Concise
High-performing campaigns generally used fewer words. Around 95% of them kept the copy to 200 words or fewer per image. Interestingly, the click rate declines as word count increases—until around 500 words per image, where the trend becomes scattered. In e-commerce, orders peak around 80 words per image before dropping off. Bottom line: less is often more, but context matters.
Test, Test, Test
A/B testing produced the most striking results. Campaigns tested consistently outperformed regular ones:
- 73% better open rates
- 198% better click rates
- Nearly 15% more sales
Testing has been valuable since it was introduced over a decade ago. In 2008, A/B tests yielded 11% more opens and 17% more clicks. More recent research showed a 20% revenue boost when testing was prioritized in e-commerce.
So, Is There a Perfect Template?
The answer is no—and that’s actually a strength. Good email design depends entirely on context. Instead of chasing universal truths, marketers should focus on learning from their own data.
Use Your Own Data
Your audience is unique. Industry best practices are just starting points. Without testing your assumptions, you won’t know what actually resonates.
Set Clear Goals
Know what success looks like before testing. Your objectives shape how you test, what you measure, and what results are meaningful.
Challenge Assumptions
Don’t blindly follow old habits or industry norms. What worked yesterday—or for someone else—might not work for you today.
Make Sure Data Collection Helps
In testing, define your control and response variables clearly. You don’t have to isolate one element at a time—testing combinations can be more effective and realistic.
Leverage What You Learn
Every test helps refine your strategy. Use those insights to deliver more of what your audience actually wants.
Keep Testing
Testing isn’t a one-time task. Do it when:
- Your audience grows
- You launch a new product
- Your results plateau
Email design success is personal, fluid, and data-driven. There’s no one-size-fits-all solution—but with smart testing and analysis, you can create the perfect template for your brand.
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