Digital projects director Hannah Fulford tells us about the top four email design trends that she discovered via a recent webinar featuring Alex Wilson, Logan Sandrock Baird and Abby McCune of Really Good Emails.
They unpacked the design principles and emerging trends driving effective email marketing this year.
At CPL One, we always remind our clients that design isn’t just about making things look pretty – it’s about problem-solving. An effective email delivers a clear message, respects the reader’s time and drives a seamless call to action (CTA).
Here’s how you can use the latest trends to create more engaging, accessible campaigns.
Smart visual hierarchy and bold typography
People don’t read every word of emails; they scan them. A strong visual hierarchy guides the reader’s eye naturally towards what matters most.
Oversized headlines: bold, high-contrast typography immediately communicates your main message – even at a glance.
Readable body copy: keep standard body text at 16-18px for effortless reading on mobile screens.
Left-align long text: if a block of text spans more than two lines, left-align it. As Alex noted, there’s a reason every book ever printed is left-aligned – it gives the eye a consistent anchor point.
The ‘blur test’: step back from your screen and blur your eyes. Can you still tell what the email is about and where to click? If not, tweak your contrast and font sizes.
Don’t depend solely on images: low internet speeds or disabled images shouldn’t ruin your message. Live text combined with descriptive alt tags ensures your value proposition comes through every time.
Radical choice reduction
Choice overload leads to decision fatigue. When subscribers are presented with too many links, buttons and competing priorities, they often end up clicking nothing at all.
Focus on one core CTA: give your reader a single, unambiguous next step.
Repeat, don’t compete: if your email is longer, repeat the primary CTA button further down rather than adding a different option.
Minimise secondary links: keep further actions quiet and subtle, so they don’t distract from your main goal.
Human touch: earth tones and rounded edges
Design in 2026 is moving away from harsh, corporate visuals in favour of comforting, approachable aesthetics.
Calming palettes: soft earth tones – warm beige, muted greens and gentle neutrals – create a calming reading experience.
Rounded corners: softened edges on buttons and image cards feel friendlier and more modern. (As the webinar team joked: everyone’s been victimised by a sharp corner at least once).
Personal sign-offs: especially in B2B, remember that you are talking to a human. A warm closing – such as a note from a founder accompanied by a friendly headshot – builds real connection and trust.
Strategic negative space
Negative space gives your content room to breathe, acting as a mental “pause” between ideas.
Increase leading: slightly looser line spacing dramatically improves scannability on mobile devices.
Bite-sized sections: generous padding around images and text blocks prevents layout clutter.
Proportionate spacing: tools such as the Golden Ratio Typography Calculator can help you balance font sizes and leading effortlessly.
The takeaway
Designing for 2026 comes down to clarity, accessibility and empathy. By building emails with a clear hierarchy, restrained choices and a human touch, you create welcoming experiences that respect your audience’s time – and get results.
Looking to revamp your email strategy or refresh your brand templates? Contact the team at CPL One to see how we can help.
