5 Trends to Optimize Your User Centric Email Design Strategy

 As a team that is dedicated to breaking the boundaries of digital marketing capabilities, it is our goal to stay ahead of the trends. But, helping to shape and mold the industry best practices is not enough.
To that end, it is our mission to educated the market. So today, we will highlight 5 trends that are changing the user centric email game.  All of which, will ensure your email marketing efforts are the picture perfect example of user centric email design. 

Although many might not consider email marketing trendy, those that pay close attention know that user centric email design is the best way to increase engagement.  Moreover, there is an combination of past, present and future best practices. All of which are pressuring email marketers to adapt. 

For this reason, marketing teams must maintain a keen eye on what trends are passé, fleeting or here to stay. 

The current market is cluttered with emerging trends and clouded by outdated and exploratory best practices.

Notably, one constant truth stands out as a guiding light for marketing teams. Consumers want content when, where, and how they want it.
With this in mind, the best way to ensure that you are reaching your audience is to focus on creating user centric email designs. Emails that not only engage but intrigue your audience. 

How Are Industry Trends and Pressures Influencing Email Marketers Today?

Technology is at the root of all current trends we are seeing in email marketing today. In fact, these trends serve as a catalyst for the evolution of technology, which have a direct impact on the constant connection we all have because of it. For this reason, marketing teams everywhere are looking for new ways to increase engagement rates. In addition, marketers are also striving to make their emails more easily accessible and understandable to all readers. 

As we begin a new decade, we are seeing marketing trends shift sharply towards fully optimized user centric email design. Making emails more accessible and more interactive to increase engagement is more important than ever before.

Namely comprised of simplified elements infused with user-generated and hyper-personalized content. And of course, fully compliant with new emerging email regulations. This new generation of user centric email design is changing the marketing game as we know it.

And all of these trends are a vital part of this evolution, ensuring that users around the world can be better connected and creating a personalized journey experience that guides them from prospect to client.

Here Are 5 Trends You Must Implement to Optimize Your User Centric Email Strategy

1. Email Accessibility

Accessibility in terms of email marketing has become a popular topic. Especially as smart devices have become more commonplace. Primarily, accessibility refers to the practices of designing your email content for universal comprehension.

Meaning everyone, especially those with disabilities, can easily access understand and interact with your emails. In other words, assistive devices for those that are impaired need to be able to navigate and relay your email content.
In fact, doing so will increase accessibility for nearly 1 billion people living with disabilities. But implementing email accessibility best practices is not exclusively done for disabled users. In reality, optimized accessibility is beneficial for all users. Mainly because it means developing content that is readable, logical, concise and usable for everyone. The basis for all user centric content. 

Best Practices for Accessibility

  1. ​Use descriptive subject lines
  2. Create and maintain logical structure
  3. Use shorter sentences for scanability
  4. Limit jargon and complex words
  5. Utilize a strong visual hierarchy
  6. Use proper alt text for all images
  7. Include a plain text version of the email copy
  8. Optimize HTML with real text
  9. Add hover effects to indicate clickability
  10. Add role=”presentation” to your tags

2. Illustration

Custom illustrations are a key driver for brands to build a unique visual identity. One that sets them apart from the rest of the market. Illustrations can add a playful touch to your email designs while embracing your brand’s values.

They are cost effective, easily adaptable and can be utilized more than once, across various formats channels and marketing objectives.

Best Practices for Illustration

  1. Ensure that illustrations fit within your current branding
  2. Develop a reusable library of illustrated elements to create efficient workflows
  3. Use custom illustrations when you do not have a budget for stock photography
  4. Integrate illustrations throughout your design to guide the reader’s eyes and provide a visual aid to storytelling
  5. Allow illustrations to blend in with the body of your content, instead of interrupting the flow of your email

3. Dark Mode

If you think Dark Mode is a temporary fad, you are sorely mistaken. Dark Mode enhances accessibility by displaying content using dark background colors and light text. Moreover this high contrast reduces eye strain by minimizing blue light and providing readability. 

Not only is Dark Mode easier on the eyes, but it also saves battery life. Not to mention it creates an overall better user experience. Dark Mode reduces brightness for those who spend most of their day looking at a screen, or for those who may be using their device in the evening.

Best Practices for Dark Mode

  1. Utilize background colors as a way to safely navigate dark mode 
  2. Understand that white space doesn’t have to be ‘white’ 
  3. Use lighter and darker greys, instead of black and white, so the high contrast is not damaging to the eyes 
  4. Target Dark Mode users by using media queries 
  5. Test your design in both light and dark email environments 
  6. Use transparent PNGs that can adapt to either scenario

4. Interactivity

Recently, marketing teams have taken hyper-personalization one step further. Implementing top notch content interactivity via the creation of kinetic emails. To clarify, kinetic emails are marketing messages infused with interactive elements. 

Taking contextual marketing one step further into the user centric realm, kinetic emails actually mimic a website interface.  These interactive elements facilitate user engagement throughout an array of interaction opportunities. 

Kinetic emails create rich visual experiences for users. Ones that can express the voice of a brand better than ever before. In addition, adopting interactivity into an email strategy allows marketing teams to do more with their emails. Without increasing word counts. By providing a full brand experience entirely inside the inbox. 

Best Practices for Interactivity

  1. 70% of email clients support interactivity, but all ways a fallback in place
  2. Use a hide and show framework to implement interactive elements with fallbacks
  3. Use an externally-linked CSS file instead of one that is embedded or inline
  4. Start with some simple hover effects on links buttons, and imagery
  5. Gather feedback through simple survey implementations

5. Personalization

Best Practices for Personalization

  1. Evaluate each content section to see how personalization fits in
  2. Create intuitive reports that tailor to a user’s journey
  3. Provide unique offers based on customer engagement
  4. Convert customer data into what will be useful and relevant to subscribers
  5. Segment your audience and focus on their behavior
  6. Leverage dynamic content

In Conclusion

Above all else, making your emails user centric is key.  Of course, the more access consumers have to information, the more important it is to deliver content that they want and need.  
We know that implementing all of these into your marketing strategy may seem overwhelming. But it doesn’t have to be.  If you are struggling to wrap your head around these trends, or if you simply need some help with implementation, don’t worry. There are partners who are well versed in the art of email design and strategy ready and waiting to help you.

You may also like...

Subscribe to Our Blog

Subscribe to receive an email when we publish new content!

    Ready To Empower Your Business?

    We can help you future-ready your business with customized, innovative solutions designed to foster sustainable growth.



    Meto is a tech-based nonprofit intent on making access to quality higher education a reality for all students. We have a special focus on creating scholarships for low-income students.

    In 2018, Meto was founded to connect African students with university opportunities. Along the way, we have learned that all students can benefit from our innovative model, wherein universities make the first move and invite good-fit students to apply. So, in 2023, we opened our platform to students across the globe.

    website: https://meto-intl.org/

              Nikhil Badlani Foundation

              The Mission of the Nikhil Badlani Foundation (the “Foundation”) is to enhance the lives of underserved children in West Orange, NJ and neighboring communities through music lessons, scholarships, and traffic safety education for all.

              Since the Foundation was established in 2011, Theorem has consistently been an annual sponsor of and team participant in the STOP for Nikhil 5K Run/3K Walk. This event intends to raise traffic safety awareness and to serve as a way to remembervbgfc ≈ and honor those who have been killed or seriously injured in traffic accidents. We recognize the importance of raising awareness and road safety amongst teenagers and parents alike, especially in the local communities of our Chatham, New Jersey office. Learn more about the Nikhil Badlani Foundation at nikhilbadlanifoundation.org

              Diversity and Inclusion

              Theorem actively aids in the ongoing fight against systemic racism and discrimination, realizing the importance of ongoing discussions surrounding diversity and inclusion.

              By contributing to organizations such as Black Girls Code and the Anti-Racism fund, we aim to be a fundamental supporter of diversity in the workplace and beyond. These organizations specifically speak to Theorem’s role as a leading voice in the technology innovation space and we avidly support their missions. The vision of Black Girls Code is to empower girls of color, ages 7-17 to become innovators in STEM fields and encourages them to be the builders of their own futures. The Anti-Racism Fund serves as a response to the inequities experienced by the African-American community. It provides monetary support to a dynamic portfolio of curated organizations as a way to inject and enable social change.

              Feeding America

              Feeding America is the largest charity working to end hunger in the United States. By partnering with local food banks, food pantries and other community food programs, Feeding America looks to advance change across the country and ensure equitable access to nutritious food.

              As a long-standing contributor and sponsor of Feeding America, we deeply believe in their vision of an America without hunger. The need for and importance of organizations like Feeding America has has become more and more prevalent as communities face more hardships as a result of the pandemic and the current economy. Theorem is dedicated to its continued contributions to Feeding America to do our part to empower and strengthen our communities. Learn more about Feeding America at www.feedingamerica.org

              Grameen America

              Grameen America is dedicated to helping entrepreneurial women who live in poverty build businesses to enable financial stability mobility.

              Since their founding in the United States in 2008, Theorem has supported Grameen America’s mission, which seeks to build upon the legacy of Presidential Medal of Freedom, Congressional Gold Medal and Nobel Peace Prize winner Muhammad Yunus. Through financial contributions and event participation, Theorem has contributed to Grameen America’s cause. As an immigrant entrepreneur himself, our CEO Jay Kulkarni is especially eager to support the organization’s mission of aiding underserved communities. Learn more about Grameen America at www.grameenamerica.org

              Vision Spring

              VisionSpring is making the wonder of clear vision possible for all by helping provide affordable and quality eyeglasses to those in need. For many, lack of access to affordable eyeglasses leads to loss of employment or less educational opportunities.

              VisionSpring partners with organizations who join them in their mission of supporting livelihood initiatives, enhancing potential for all. Learn more about Vision Spring at https://visionspring.org Theorem has consistently partnered with VisionSpring to organize free events, such as eye check-ups, across multiple villages in the Mysuru, India region, impacting over 3,000 rural residents. We stand with VisionSpring in their mission to increase accessibility to quality eyewear and eye care.

              Covenant House

              Covenant House provides housing and supportive services to youth facing homelessness, helping young people transform their lives.

              For more than 5+ years, Theorem has supported Covenant House with corporate sponsorships, leading career-building workshops at their Newark, NJ shelter facility and participation in the organization’s fund raising Sleep Outs. Covenant House utilizes these Sleep Outs to raise funds and help shine a light on the injustice of youth homelessness, inspiring communities to step up and protect the vulnerable. We are proud to support Covenant House’s programs, which are designed to empower young people to overcome and rise above adversity, today and in the future. Learn more about Covenant House at www.covenanthouse.org

              Contract Type



              Job Title

              Contract Type



              Job Title

              Lorem ipsum dolor sit amet, consectetur adipiscing elit. Ut elit tellus, luctus nec ullamcorper mattis, pulvinar dapibus leo.