Stop the Scroll: How to Design Emails People Want to Read

Brand First, Always

The second your reader opens your email, they should know exactly who it’s from — even before they read a single word.

Consistency is the name of the game.

That means:

• Your brand colors

• Your fonts

• Your style

• Your vibe

Every email should feel like it belongs to you. Not a generic template someone grabbed off a free builder. Not a Frankenstein monster of five different styles thrown together at the last minute.

Because here’s the thing:👉 If it doesn’t look like you, it doesn't build trust. And if it doesn’t build trust, it doesn’t sell.

Design for Skim Readers

Here’s some tough love: nobody reads your emails word-for-word.

People skim. They scroll. They hunt for the good stuff.

Your job isn’t to force them to read — it’s to make it easy for them to find what they want fast.

Design for skimmers, and you’ll win over readers without them even realizing it.

How?

• Clear, bold headlines that pop

• Short, punchy paragraphs (2–3 lines max)

• Easy-to-spot bullet points for key info

• Strategic bolding so important phrases catch the eye

  
  

Every swipe of the thumb should feel like: "That was easy. Ooh, what’s next?"

Not: "Ugh, this looks like a novel. Hard pass."

Pro Tip: If someone can skim your email and still know what to do next (buy, sign up, RSVP, whatever)—you nailed it.

Guide the Eye with an F-Pattern Layout

Want to know a secret? Humans are basically lazy when it comes to reading online. (Not judging—we’re the same.)

Studies show that when people scan a screen, they follow a natural "F" pattern:

• First, a strong horizontal glance across the top (your headline)

• Then, a shorter horizontal scan across the middle (your subhead or image)

• Finally, a vertical skim down the left side (your copy, bullet points, CTAs)

  
  

If your email design flows with that natural behavior, it feels effortless to read.

Mobile Matters Most

We’re living in a mobile-first world—and email is no exception.

Depending on your list, up to 70% of your subscribers are reading your emails on their phones.

If your design doesn’t shine on mobile, you’re basically ghosting the majority of your audience.

Here’s how to make mobile your best friend:

• Use bigger text (18pt+ is a sweet spot for body copy)

• Keep layouts flexible and single-column

• Make buttons big enough for clumsy thumbs

• Avoid tiny, intricate designs that look squished on a phone

Hierarchy is Everything

When someone opens your email, their eyes need a clear, natural path to follow — not a "Where do I even start?" moment.

That’s where visual hierarchy comes in.

Good hierarchy = guiding your reader step-by-step through the action you want them to take.

Here’s what a winning hierarchy looks like:

• 🎯 Big, bold headline that grabs attention fast

• 🖼️ Strong supporting image to reinforce the message

• 📝 Smaller subcopy that fills in the details

• 👉 Clear, punchy CTA button that tells them exactly what to do next

If everything’s loud, nothing’s loud. If you bold every word, stack images randomly, and yell in all caps across your email? Congratulations—you’ve created chaos, not clicks.

Buttons, Not Bare Links

A lonely little hyperlink buried in a paragraph is not going to inspire action.

People need obvious, irresistible, can't-miss-it opportunities to click. That's what buttons are for.

Good CTA buttons are:

• 🖱️ Clear (no guessing what happens when you click)

• 🎯 Bold (they should practically beg to be tapped)

• ✋ Easy to click (especially on mobile — big targets win)

  
  

Bad CTA buttons? Tiny. Blended into the background. Vague like "Click Here" instead of specific like "Reserve My Spot."

And if you're relying on bare text links for your main action? You're leaving clicks—and cash—on the table.

Pro Tip: If your button doesn’t scream "YES, I WANT THIS" at a glance, it needs a glow-up.

Avoid the “Wall of Text” Trap

Nothing kills an email faster than a giant, intimidating wall of text.

Your reader doesn’t open their inbox hoping to dive into a dissertation. They’re looking for quick wins, easy choices, and instant clarity.

When your email looks heavy, it feels heavy.

And heavy = closed tab, archived email, lost opportunity.

Here’s how to keep it light and inviting:

• Break big ideas into small, digestible chunks

• Use white space generously — it’s not “empty space,” it’s breathing room

• Design with pacing in mind: headline ➔ image ➔ short copy ➔ button ➔ repeat

At Easy Emails, we specialize in image-based layouts that naturally guide the reader through your message without overwhelming them. (It’s like a smooth, easy stroll through a story—not a forced march through a textbook.)

Pro Tip:If you open your email and instantly think "Oof, that's a lot," trust your gut. Your reader will think the same—and bounce.

Keep it light. Keep it moving. Keep it clickable.

Design Isn’t Just About Looking Good — It’s About Getting Results

When you:

• Lead with your brand identity,

• Design for skimmers,

• Guide the eye naturally,

• Prioritize mobile,

• Establish clear hierarchy,

• Use bold, obvious CTAs,

• And keep things light and inviting...

You don’t just get prettier emails. You get better-performing emails.

And that’s what it’s all about: More clicks. More connections. More cha-ching.

If you’re ready to upgrade your emails from “meh” to magnetic, you’re in the right place.

At Easy Emails, we build scroll-stopping emails that actually move people—and move the needle.

🎉 Let’s make your next email your best one yet. Check out our services or drop us a line at hello@easyemails.co. We’re ready when you are.