By Monica Brusnahan
Digital Media Intern, Lessiter Media
mbrusnahan@lessitermedia.com
262-777-2410
When clients ask, “Why didn’t this email campaign perform the way we expected?” the answer is usually more complex than open rates or CTR alone. Many factors influence performance — timing, audience, industry and even unexpected events like outages.
But one element has a powerful and often overlooked impact on results…
Email UX & Layout Design
Email performance isn’t just about what you say — it’s about how easy it is for someone to consume it. A well-structured email increases the likelihood that a reader will stay engaged long enough to click…and convert.
Here are the top UX and layout factors that consistently influence performance:
1. Visual Hierarchy Helps Readers Know Where to Look First
Users skim — in fact, the average reader decides whether to engage in under 3 seconds. Clear headings, bold subheads and scannable text help guide the eye toward your most important content.
Proof in Action:
In a recent split test performed by Lessiter Media's Marketing team, removing large images and bulleting the marketing copy resulted in 133% more clicks than the control version.
2. CTA Placement Matters — A Lot
Your call-to-action should never be hidden at the bottom.
Placing a primary CTA “above the fold” increases the chance of engagement and minimizes friction for motivated readers.
3. Reduce Cognitive Load
The easier an email is to process, the more likely a reader is to take action. Simplifying content helps remove friction and boosts click behavior.
Proof in Action:
In a recent split test performed by Lessiter Media's Digital Media team, providing a bulleted executive summary at the top of an email vs. making recipients scroll resulted in 39% more clicks than the control version.
4. Clean, Simplified Layouts Convert Better
Overly dense text or competing visuals reduce clarity and slow readers down.
Clean spacing and intuitive flow = more clicks.
Want Better Results? Lessiter Media Can Help.
We explore ways to support advertisers with optional UX/design guidance for improved campaign performance — from simple layout tune-ups to CTA placement reviews.
If you're interested in options for improving results, contact us anytime. We love helping you get more from every send.
Thanks for reading!
