Follow these best practices when designing your email newsletters in Hatchbuck:

Basic Design

  • Make sure your email width is 600px (or less) to avoid getting cut off.
  • Pay special attention to the "Johnson Box," or the first 400px/300px of your email. Make sure it captures your recipient's attention and communicates the subject right away.
  • Use white space and dividers to differentiate sections of content for your readers.
  • Use a 16px font size for maximum effectiveness on mobile and desktop.


  • Do not rely entirely on background images. Some email clients do not process them correctly – Outlook does not process them at all.
  • Make sure your image-to-text ratio is balanced – try to keep a 60/40 text to image ratio.
  • Always define the ALT text for your images so that your clients do not miss anything.


  • Never send your emails from a no-reply address. You want to start a conversation and a "no-reply" is a major turnoff for your contacts.
  • Craft a catchy subject line. Check out this great article for best practices.
  • Pay very close attention to your pre-header text (usually the first 100 characters of your email). This is the first thing your contacts see and is often in the "preview" pane of their email client.
  • Make sure your content is relevant and segmented to your specific audience.
  • Use a content hierarchy. The most important content should appear at the top while the rest of your content flows afterward.
  • Differentiate your primary and secondary Call-To-Actions. A common way to do this is to make the primary Call-To-Action a button and the rest as linked text.
  • Use short sentences and paragraphs. People do not like to read long emails, so link to longer blog articles or downloads to communicate further.


  • Create email accounts on various servers (Gmail, Yahoo, AOL) and send emails to yourself.
  • Use Services like Litmus or Email On Acid to help easily view your emails across platforms.
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