Later-stage solar flares could be more disruptive to communication systems than previously thought, according to new research.

While it’s well known the first wave of a solar flare – a sudden burst of energy from the Sun – can knock out GPS signals and trigger global radio blackouts, the secondary emission is less-studied.

A new study now suggests this later phase, known as EUV (extreme ultraviolent), could be just as threatening to the Earth’s satellites, with more energy over a longer period of time.

This means it could have a prolonged impact on a part of the upper atmosphere called the ionosphere, which grows and shrinks depending on the energy it absorbs from the Sun.

Significant changes to the ionosphere – which satellites need to send signals around the planet – can disrupt communication completely.

Corresponding author Dr Susanna Bekker, from the School of Mathematics and Physics at Queen’s University Belfast, said studying the impact of solar flares on the ionosphere is a “significant focus”.

“Studies have indicated that the illuminated part of the Earth’s ionosphere is extremely sensitive to variations in solar radiation fluxes, which can cause failures in technology that people rely on daily,” she said.

“During more powerful events, the effect on the ionosphere is much higher, therefore the late phase can also have a negative impact on the accuracy of navigation systems and the stability of radio communications.”

Recent findings have shown a large proportion of solar flares have an EUV late phase, whose influence is not yet as clear.

Solar flares are classed in relation to how powerful they are and their potential impact on Earth – with an X flare considered the most aggressive.

Image:
Extreme ultraviolet light streaming out of an X-class solar flare. Pic: NASA via PA

Researchers looked at data from previous X-class flares to analyse how the ionosphere responded to an EUV late-phase flare.

The findings are published in the The Astrophysical Journal.

The UK’s competition regulator has launched an inquiry into Amazon’s investment of over £3bn into an artificial intelligence (AI) startup as regulators ramp up their scrutiny of mergers involving the fast-growing technology.

The deal, which was announced by Amazon in March, included a $4bn (£3.16bn) investment into Anthropic and a commitment from the AI startup to use Amazon Web Services as its “primary cloud provider” for essential functions, including safety research and the development of future foundation models.

The Competition and Markets Authority (CMA) said it had “sufficient information” about Amazon’s partnership with Anthropic, the company behind the Claude generative AI models, to begin an investigation.

The CMA said in a statement on its website that the watchdog is “considering whether it is or may be the case that Amazon’s partnership with Anthropic has resulted in the creation of a relevant merger situation” and, if so, whether that has “resulted, or may be expected to result, in a substantial lessening of competition within any market or markets in the United Kingdom for goods or services.”

A tumble for AI boom companies

The launch of the inquiry follows a tumble in share prices for tech giants and companies associated with the AI boom.

Amazon’s share price slid in part because its financial results raised concern among some investors that the company had invested heavily in the technology without seeing much of a return.

The CMA last week announced a similar inquiry into Google’s partnership with Anthropic, and it is also investigating Microsoft’s involvement in Inflection, the AI lab, and OpenAI, the company behind ChatGPT.

The preliminary investigation into Amazon’s investment in Anthropic is now under way, and the CMA will decide whether to escalate the inquiry for an in-depth review by 4 October.

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Amazon’s reply

A spokesperson for Amazon said: “We’re disappointed that the UK’s Competition and Markets Authority (CMA) has not ended its probe yet. Amazon’s collaboration with Anthropic does not raise any competition concerns or meet the CMA’s own threshold for review.”

They said Amazon does not hold a board seat or have decision-making power at Anthropic, adding: “Building models is expensive, and companies like Anthropic need access to a substantial amount of capital to train these models.

“By investing in Anthropic, Amazon, along with other companies, is helping Anthropic expand choice and competition in this important technology.”

Anthropic did not respond immediately to a request for comment.

Scientists think they can warm up Mars by blasting glitter into its atmosphere.

Warming up the red planet to around 28C could make it more hospitable for humans by melting ice and allowing microbial life to flourish.

One-third of Mars’ surface is water, and streams may have flowed around the planet as recently as 600,000 years ago, but at present it is too cold to be habitable.

For years, scientists have tried to work out how to heat up Mars but the proposed technologies have been expensive and hard to implement.

Now, scientists at the University of Chicago, Northwestern University in Illinois, and the University of Central Florida say they could use engineered particles made from iron and aluminium that lies on the planet’s surface to reflect light and trap escaping heat.

It’s the same process that humans have accidentally employed here on Earth; releasing material into the atmosphere to enhance Mars’ natural greenhouse effect and trap solar heat at the surface.

Instead of CO2 and methane, however, the researchers say “conductive nanorods” – “not much smaller than commercially available glitter” could do the job.

That means materials wouldn’t need to be brought to Mars, making the operation more feasible.

“For Mars, warming the planet is a necessary […] first step [to making it habitable]. Previous concepts have focused on releasing greenhouse gases, but these require large amounts of resources that are scarce on Mars,” said University of Chicago planetary scientist Edwin Kite, who helped lead the study published this week in the journal Science Advances.

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Once “lifted” into the atmosphere, the Mars glitter would be much slower to settle than standard Mars dust, meaning it would stay up there for a long time, according to the study.

“You’d still need millions of tons [of ‘glitter’] to warm the planet, but that’s five thousand times less than you would need with previous proposals to globally warm Mars,” said Mr Kite. “This significantly increases the feasibility of the project.”

Astronauts still won’t be able to breathe on Mars because of the thin air so it will be a long time before humans can walk on the surface unaided.

It’s the plot of plenty of sci-fi films: two astronauts are stranded in space and don’t yet know how they’re getting back.

Sunita “Suni” Williams and Commander Barry “Butch” Wilmore arrived at the International Space Station (ISS) in June as the first crew to test Boeing’s new Starliner, which suffered helium leaks and thruster failures before it docked – raising questions over how safe it is for the return flight.

Boeing has insisted the astronauts are not stuck and said “there’s no increased risk” in bringing them back in the Starliner, but NASA is contemplating getting them back on a SpaceX flight instead.

They should have only been in space for eight days, but they’ve now been there for more than two months and may have to stay until February.

But do they have enough supplies for such a stint, how are they coping mentally and what is day-to-day life like at the ISS?

Size and facilities

The ISS is 356ft (109m) end-to-end, one yard shy of the full length of an American football field including the end zones.

The living and work space, NASA says, is larger than a six-bedroom house, and has six sleeping quarters, two bathrooms, a gym, and a 360-degree view bay window.

As you’ll see later, it’s not quite as luxurious as it sounds.

Ms Williams and Mr Wilmore aren’t alone; they’re sharing the facilities with seven other astronauts from other missions; four of them fellow Americans and three of them Russians.

Is there enough food, water and oxygen?

Yes, there are reserve supplies up there to keep astronauts going for plenty of time.

The space station has its own oxygen-generating systems, and about 50% of oxygen exhaled from carbon dioxide is recovered.

As for water, the station has a urine-into-drinking-water recycling system, and a part of that system also captures moisture released into the cabin air from the crew’s breath and sweat.

Food supplies are a bit fancier. Meals are created at NASA’s Space Food Systems Laboratory in Houston, where chefs focus on making food appetising as well as nutritious.

Much of it is dehydrated, meaning it has to be filled up with water before being consumed, while some is ready-made and just needs to be heated.

There’s meat (barbecued beef brisket is one example of a meal on offer), eggs, vegetables, bread, savoury snacks and sweet treats in the station’s kitchen.

Image:
Astronauts at the space station made their own pizzas in 2017. Pic: AP

Crew members are also allowed to request some of their own personal favourites from off the shelves.

In a video on NASA’s YouTube channel, Ms Williams revealed her favourite commodity was Nutter Butter spread – and showed off a jar her family had sent up for her.

When were supplies last sent?

The spacecraft regularly receives more supplies from Earth, with the last one arriving on 6 August.

Launched on a rocket from Kazakhstan on 30 May, the supplies included about three tonnes of food, fuel and other supplies for Ms Williams, Mr Wilmore and the seven other crew members on board.

The crew can essentially place their orders for what they want to come on these crafts by speaking to Mission Control ahead of launches.

That was good news for Mr Wilmore and Ms Williams, who were forced to ditch their personal suitcases before taking off in June to make room for extra equipment, meaning they’ve had to wear spare clothes that were already at the ISS upon arrival.

Their own clothes finally arrived with the 6 August supplies, and more supplies are set to be sent up in a few months.

Once supply ships are emptied at the ISS, the crew fill them with their rubbish before sending them back to Earth.

How do you use a toilet without gravity?

There are some things space-based movies just don’t cover – but Ms Williams got into the grittier details of space life on NASA’s YouTube channel.

In the video filmed in 2012, Ms Williams showed off the toilet, which somewhat resembles one you might see on an airplane.

Read more:Army barracks to house deep space radar to help protect the UKHow blasting ‘glitter’ into Mars’ atmosphere could make it more habitable

The difference is there are two separate tubes to go in – one for urine and one for poo. The urine one, which is coloured yellow, is attached to the wall and almost looks like a vacuum cleaner – and fittingly it has a suction function to prevent gravity from causing a mess.

The tube for poo looks like more of a typical toilet, with a seat too – though you have to hold on to a handle on the wall next to it to avoid floating away as you go.

On the bright side, there’s about half-a-dozen types of toilet paper stuffed into bags on the toilet walls, including wet wipes and disinfectant wipes in case “things don’t go correctly,” as Ms Williams puts it.

Astronauts are also each given toiletry kits that come with things like a toothbrush and toothpaste (which you have to either swallow or spit into a tissue) and a hairbrush – which Ms Williams says is pointless in space because gravity constantly keeps your hair upright.

Image:
Suni Williams shows off her space hair during a news conference in July. Pic: AP

What about sleeping arrangements?

Remarkably you can sleep on the floor, on the wall or on the ceiling.

That’s because without gravity, the crew never feel like they are lying down. It makes no difference whether they are on the floor, standing up or upside down – it all feels the same.

So the ISS has sleeping stations about the size of phone booths that the crew get into, which consist of a sleeping bag and a pillow on the floor, wall and ceiling.

Leisure time

When they aren’t running space experiments, the crew can enjoy their view of Earth from the station’s observatory deck, or head to the Advanced Resistive Exercise Device (ARED) in the Tranquillity node – a fancy term for gym equipment.

The ARED offers traditional upper and lower-body exercises, such as squats, dead lift, heel raises, bicep curls and bench press by using vacuum cylinders to replicate weights in gyms.

The crew is encouraged to use it throughout their space stays, as muscle and bone loss is common on long missions.

How are the pair feeling?

They are both retired navy captains and longtime NASA astronauts who already have long space station missions behind them.

Mr Wilmore, 61, and Ms Williams, 58, said going into this test flight that they expected to learn a lot about Starliner and how it operates.

At their only news conference from space in July, they assured reporters they were keeping busy, helping with repairs and research, and expressed confidence in all the Starliner testing going on behind the scenes.

Image:
Mr Wilmore and Ms Williams shortly before the launch. Pic: AP

Image:
Pic: AP

“I have a real good feeling in my heart that the spacecraft will bring us home, no problem,” Ms Williams told reporters.

There are tests going on back on Earth to determine whether the Boeing craft can still be used safely to bring them back.

“That mantra you’ve heard, ‘Failure is not an option,’ that’s why we are staying here now,” Mr Wilmore said last month.

“We trust that the tests that we’re doing are the ones we need to do to get the right answers, to give us the data that we need to come back.”

There’s been no public word from them yet on the prospects of an eight-month stay.

Mr Wilmore’s wife Deanna told AP earlier this week that he is “content” at the space station, “neither worrying nor fretting”.

She said Mr Widmore, who is a longtime elder at a church in Texas, has faith God is in control, and that this gives his family “great peace”.

What’s happening now?

As it stands, all but one of the Starliner’s five failed thrusters have been reactivated in orbit.

Tests are currently being done on Earth to try to remedy the problems seen in space, but engineers aren’t sure exactly what’s causing them and are also trying to plug helium leaks in Starliner’s propulsion system, which is crucial for manoeuvring.

Boeing has reiterated its capsule could still safely bring the astronauts home, but the company will need to modify Starliner’s software in case it has to return without a crew.

Image:
The Starliner pictured in space. Pic: AP

Ken Bowersox, NASA’s space operations mission chief, has suggested coming home on the same aircraft is still an option.

Mr Bowersox said during a recent meeting, they “heard from a lot of folks that had concern, and the decision was not clear”.

The SpaceX flight they would get on instead would leave Earth in September, but two astronauts scheduled to be on it would have to stay home to make room for Ms Williams and Mr Wilmore.

A decision is expected in the next week or so.

Would this be the longest anyone has spent in space?

No – Russian Valeri Polyakov set that record in the mid-1990s, spending 437 days off Earth.

And last year NASA astronaut Frank Rubio came back from a 371-day trip alongside Russian astronauts Sergey Prokopyev and Dmitri Petelin, breaking the record for the longest amount of time spent in space by an American.

That trip, much like this one, was prolonged by technical difficulties, and was only meant to take six months.

Scientists say there could be water on Mars underground, and more than enough to fill the planet’s oceans.

Scientists from California universities San Diego and Berkeley say evidence suggests there is a large reservoir of liquid water under the planet’s surface.

Using data from NASA’s InSight lander – which carried out a four-year-long mission that ended in 2022 – they wrote that the amount of groundwater could cover all of Mars to a depth of one to two kilometres.

But the researchers warned it isn’t straightforward to find it. They believe the water is located in the rocks that form the midcrust of the planet, and is around 11.5 to 20km below the surface.

Despite how inaccessible the water is, study author and assistant professor at UC San Diego’s Scripps Institution of Oceanography, Vashan Wright, said the evidence it’s there gives major indications to the evolution of the red planet.

He said: “Understanding the Martian water cycle is critical for understanding the evolution of the climate, surface and interior.

“A useful starting point is to identify where water is and how much is there.”

Read more from Sky News:Where to watch ‘best meteor shower of year”Glitter’ over Mars could make it more habitable

The researchers used InSight’s data collected from the ground on Mars, including on the speed of Marsquake waves, and used a model to determine that the presence of liquid water in the crust most plausibly explained the data.

They wrote: “While available data are best explained by a water-saturated mid-crust, our results highlight the value of geophysical measurements and better constraints on the mineralogy and composition of Mars’ crust.”

Scientists have long tried to find water on Mars, with theories suggesting it had escaped into space. But the new evidence suggests “Mars’ crust need not have lost most of its water via atmospheric escape,” the writers said.

“Liquid water in the pores of the mid-crust also requires high enough permeability and warm enough temperatures in the shallow crust to permit exchange between the surface and greater depths,” they add.

The findings are published in the Proceedings of the National Academy of Sciences journal.

NASA has given Elon Musk’s SpaceX permission to destroy the International Space Station (ISS) by 2030.

The space station has been continually occupied since 2000 by astronauts doing more than 3,300 scientific experiments above our heads.

But the countries operating the ISS only agreed to run it until 2030 at the latest.

Since 1998, the US, Russia, Japan, Europe and Canada have maintained different sections of the ISS. The agreements to jointly run the space station marked a new era of global cooperation after the Cold War.

But when those agreements run out, the space station will need to be brought out of orbit and Elon Musk’s SpaceX has been given the $843m (£666.4m) contract to do it.

The company will build a vehicle to tow the space station through the atmosphere where it will “destructively break up”, according to NASA.

Crash landing

It will then crash into the ocean, away from populated areas, along with the SpaceX vehicle.

“The orbital laboratory remains a blueprint for science, exploration, and partnerships in space for the benefit of all,” said Ken Bowersox, NASA’s associate administrator for Space Operations Mission Directorate.

While SpaceX will develop the deorbit spacecraft, NASA will take ownership after development and operate it throughout its mission.

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But once the ISS is destroyed, low-orbit will not lie empty.

Private companies including SpaceX, Axiom, Blue Origin and Vast are developing commercial space stations that could launch as soon as next year.

“[Selecting the deorbit vehicle] supports NASA’s plans for future commercial destinations and allows for the continued use of space near Earth,” said Mr Bowersox.

The ISS costs the various space agencies €100bn (£84.6bn) to run, according to the European Space Agency, over 30 years.

NASA said the agency is transitioning to “commercially owned space destinations closer to home”.

Astronauts on the International Space Station were forced to take shelter last night after a Russian satellite broke into more than 100 pieces.

The nine astronauts living on the space station were told to shelter in their respective spacecraft, according to NASA, after the debris was spotted.

NASA astronauts Butch Wilmore and Sunni Williams boarded their Starliner spacecraft, the Boeing-built capsule that has been docked since June 6 in its first crewed test mission on the station.

Read more: Why two NASA astronauts are stuck in space

Three of the other US astronauts and a Russian cosmonaut went into SpaceX’s Crew Dragon capsule that flew them to the station in March.

The sixth US astronaut joined the two remaining cosmonauts in their Russian Soyuz capsule that ferried them there in September last year.

The astronauts emerged from their spacecraft roughly an hour later and resumed their normal work on the station, NASA said.

Russian missile theory

There were no immediate details on what caused the break-up of the Russian Earth observation satellite, which was declared dead in 2022.

Read more from Sky News:Famous streamer admits to ‘inappropriate’ messages to minorSpaceX given permission to destroy the International Space StationMicrobes cling to ISS – here’s why astronauts are trying to collect them

Experts thought it was unlikely Russia shot it down with a ground-based anti-satellite missile.

“I find it hard to believe they would use such a big satellite as an ASAT target,” said Harvard astronomer Jonathan McDowell. “But, with the Russians these days, who knows?”

Russia sparked strong criticism in 2021 when it struck one of its defunct satellites in orbit with a missile launched from its Plesetsk rocket site.

The blast, testing a weapon system ahead of Russia’s 2022 invasion of Ukraine, created thousands of pieces of orbital debris.

Mr McDowell and other analysts speculated the break-up could have been caused by a problem with the satellite, such as leftover fuel on board causing an explosion.

US Space Command, tracking the debris swarm, said there was no immediate threat to other satellites.

Building a quality pipeline right now is a challenge, and Google isn’t making it any easier.

Changes in how traffic and leads are coming to your site have probably shifted, yet lead generation is still a top priority.

It’s critical to start by understanding that the customer journey has never been more important. Also, be aware that the final stages are where the most failures happen, such as not having your CRM and sales team ready before a campaign launch.

In a recent webinar, Brent Csutoras and I talked about the shifts that need to happen at an organizational level, not just within your marketing department.

Keep reading for a takeaway of the nine insights we took from the webinar, and watch a full on-demand version here.

9 Tips For Successful Lead Generation
1. The Customer Journey Has Never Been More Important

Understanding customer journeys is crucial for successful lead generation.

Brent and I highlighted the shift in how users navigate online, emphasizing the need for content that addresses pain points throughout the funnel. Quality content that solves problems and adds value at every stage is the key to engaging and converting users effectively.

2. Generating Quality Leads Takes Quality Content, Which Takes Research, Testing, And Budget

Creating content that converts begins with thorough audience and market research.

Regular testing, optimization, and diverse formats like blogs, videos, and emails ensure you can reach potential customers via a media channel that appeals to them. It’s not going to be free, so make sure you allocate a content budget when talking to leadership.

3. The Channels Are Working Fine. It’s Your Content And Execution That Are Not Working

Tried-and-true channels still work. It’s just that too many marketers focus on only the bottom of the funnel because it’s easy to track and attribute.

While some leads will convert from a single content piece, you must prepare for those who require more nurturing before they convert. Considering most of the content you create should be top- and mid-funnel, spend time matching the channel with intent.

These are just a couple of examples of channels that work. Watch the on-demand for more ideas.

Email marketing remains a powerful tool for lead generation, especially when focusing on segmentation and personalization.
Leveraging internal experts and influencers can build trust and credibility with your audience.

Here’s a snapshot of the channels we used to drive leads for this webinar:

4. “Sweat The Assets!” Meaning Use One To Make Many

Maximizing the value of each piece of content is essential for scaling your efforts. Repurpose and tailor content for different platforms and audiences to ensure it serves multiple purposes.

It’s also important to budget for both content creation and promotion, recognizing that quality content requires investment.

5. You Should Expect To Pay Quality Money For Quality Leads

Investing in quality resources for lead generation may mean higher costs, but it can lead to higher quality leads and lower overall Customer Acquisition Costs (CAC). Consider all costs, including advertising and human resources. Optimization and continuous assessment are crucial for optimizing budget spend.

Plus, low-quality leads take your valuable sales resources who could have been working on legit leads. A good lead-scoring strategy can help reduce resource drain.

6. The Key Is An Always-On, Full-Funnel Strategy

A common mistake is relying on a single piece of bottom-funnel content for all stages of the buyer’s journey. Brands must engage their audience consistently from awareness to consideration, conversion, and retention to build loyalty and keep the cycle running.

7. Know What Efforts Are Working For Your Goals

Continuous evaluation is key to understanding the effectiveness of your lead generation strategies. However, with these shifts in customer demand and creating more top-of-the-funnel content, engagement is one of the most important metrics you can track to tell you if your content is resonating.

Catch the on-demand webinar to hear more about metrics we think are important to track.

8. Outside Vendors Impact Your Lead Gen Success

Leveraging external resources can enhance your lead generation efforts, especially if you’re a lean team. Treat vendors as team extensions, sharing goals and KPIs. Listen to their audience insights. Most importantly, ask if they offer real-time lead delivery to keep leads fresh and your brand top of mind.

9. The Most Important Piece: No Follow-Up = No Leads

Don’t overlook what happens when a lead enters your system. Ensure your customer relationship management (CRM)/customer data platform (CDP)/marketing tech is ready. Set up lead scoring, automation, and dashboards. Prepare your sales teams to smoothly handle new leads, reducing launch day stress for everyone.

It’s All About Building A Customer-Centric Experience

The bottom line is that the way customers want to interact with brands has changed. These strategies outlined above aren’t new. We learned about them in Marketing 101, but they’ve been pushed aside for product-focused marketing over the years.

Customers are really looking for brands who get them, and provide a solution to their pain. Then, they’ll repay you with loyalty.

So, ask yourself – “How is the quality of my leads?” Then, assess how much-focused effort you are putting into their journey.

Discover How You Can Supercharge Your Lead Generation Efforts

As a publisher, we serve as an agency to our advertisers (those looking to reach marketers and SEO professionals). That means we’re marketing to marketers – some of the smartest out there –and that’s you!

And what we’re doing to drive quality leads is working.

Whether you’re an expert or just getting started, Brent Csutoras and I put this webinar together for you. It’s full of functional takeaways that even the savviest marketers tend to forget, or worse, that leadership doesn’t see the value in.

This on-demand webinar has insights that we’ve been taking note of for years, and so should you. You can use this for strategy and to sway others in your organization to change the way you think about – and drive – leads.

Trust us, you don’t want to miss this!

Watch now.

Featured Image: Olivier Le Moal/Shutterstock

By Jesse Kennedy June 20, 2024

Rather listen or watch? You’ve got it! 

Email design is critical to an effective email marketing strategy. While the actual information you communicate is important, design elements are just as crucial.

After all, studies show that 90% of the information transmitted to our brains is visual.

So, by incorporating email design best practices, you can leave a lasting impression on subscribers, help them remember and trust your brand, and drive more conversions.

Fortunately, you don’t need to be a professional designer to create beautiful emails!

In fact, in this article, we’ll cover all the most important email marketing design best practices that anyone can apply, regardless of skill level. 

At the end, we’ll show you a few email design tools to help you start sending gorgeous emails in no time.

Why is email marketing design important?

Email marketing design goes beyond the mere aesthetics of your messages. In fact, design plays a crucial role in how recipients perceive your brand identity.

By giving your email design the attention it deserves, you can help build trust with recipients, get them to engage more, and even drive more conversions.

So, let’s take a look at some of the key reasons you should incorporate email design best practices into your marketing strategy.

1. Create a good first impression

If you’ve put in the effort to get users to sign up for your email list, then it’s key to make a good first impression!

WIth good email design, you can capture recipient’s attention and set a positive tone for their interaction with your brand.

A professional-looking design establishes trust from the outset, ensuring recipients feel like they’re getting the value you promised when they signed up for your list.

2. Drive more conversions

By establishing trust with effective email design, recipients will also be more likely to convert into customers.

So, with the right email design, you can help guide your audience towards the action you want them to take, whether that be making a purchase or downloading a resource.

3. Improve readability and engagement

Incorporating email design best practices is also key for improving the readability of your messages. 

For example, the use of subheadings and bullet points, along with visual elements, like images, can help make your emails more engaging.

A report by Litmus found that people spent an average of just nine seconds looking at an email. So, it’s key that those who open your emails are able to understand the information quickly and easily.

Remember, the easier your emails are to read, the more recipients will be engaged. When recipients are more engaged, they’ll be more likely to convert. 

4. Build recognition with a consistent brand image

One more key reason email marketing design is important is that it can help you build a consistent brand identity.

This is crucial to developing both trust and recognition amongst your recipients.

According to an Edelman report, 59% of consumers are more likely to make a purchase from a brand they trust, regardless of the price. Likewise, 67% are more likely to advocate and stay loyal to a brand they trust.

So, to create loyal customers, it’s critical to build a recognizable and reliable brand image. By incorporating email design best practices into your marketing, you can achieve this.

11 Email marketing design best practices

Now that you have a better understanding of why design is so important, let’s look at some email marketing design best practices.

By incorporating these tips into your emails, you’ll be able to send emails that create a recognizable brand identity, build trust with recipients, and improve engagement.

1. Pick the right email design layout

The right email layout can make the difference between a subscriber who takes an action and one who unsubscribes. 

Attention spans are getting shorter, so understanding how people read your emails will help you craft more effective messages.

Knowing where their eyes are likely to go can make your email more readable. Better yet, it can help the reader navigate towards your call to action. 

So, let’s explore a few types of email design layouts to help you do that.

Z-Pattern

The Z-Pattern traces the path of your eyes when reading: left to right; top to bottom.

People will read the first line across, then down and to the left, and back across the right again. When reading in this pattern, it forms a Z-shape.

This email design layout works best when you have a lot of information to communicate. The structure will help your subscribers consume all the information in an easy and logical way.

You’ll often see this type of email follow a pattern where you start with a headline and text on the top left, with an image to the right. Then, the lower left corner will have another image, and across from that will be text. 

This works because:

1. Readers’ eyes are naturally drawn to images. By having the images diagonal from each other, you help subscribers follow an easy-to-read path.

2. It creates a cleaner layout by not having all your text on one side of the email.

Inverted Pyramid

The inverted pyramid is a format used for news stories, but it also works well for emails. This structure grabs attention and focuses on the most important parts of your message. 

It’s good for when you have one thing to tell your readers, and a specific call to action you want them to click on. 

You can use this layout for:

Driving subscribers to your website to read an article

Collecting sign-ups for an event

Encouraging subscribes to purchase a product or service

F-Pattern

Finally, the Nielsen Norman Group first identified the F-Pattern after studying how people’s eyes read a website.

Similar to the Z-Pattern, a reader consumes content from left to right, and then back to the left. However, instead of reading across the second line, they read less. This pattern continues as readers make their way down the email.

This means you should put your most important, attention-grabbing information at the top of your email. 

Then, assume your subscriber is going to skim the rest of your email. Use less text further down in the email, and balance the copy with images on the right.

This email design layout works well when you have a lot of information to communicate. 

You should structure your email with the most important information at the top, and then use bullet points and shorter content further down the email. 

Finally, close with a call to action.

2. Choose the right colors

Select colors that reflect your logo and brand. However, be sure there’s enough contrast for easy reading. Remember, clarity is key!

Text that doesn’t have enough contrast against its background is hard to read.

It’s also a best email marketing design practice to incorporate color psychology. To choose complementary colors, check out this chart about the emotional impacts of different colors.

Free color palette tools like Coolors can also help you create a professional-grade palette in minutes.

Ultimately, this will ensure your emails are better aligned with your brand identity.

3. Leave some breathing room

Densely packed emails may be hard to read. This is especially true on mobile devices, where 49.7 percent of all email opens occur.

Most people scan emails rather than reading them word by word. So, having ample white space between elements makes your emails easier to scan. Essentially, it keeps them from looking visually overwhelming. 

Leaving extra white space has an additional benefit as well: it challenges you to keep your message brief and to only include the relevant details. 

Remember, brevity and clarity are critical to effective email design.

Here’s a great example from TrueCar.

4. Use text as a design element 

Formatting your emails for skimmers and scanners also helps. The most common formatting elements are: 

Subheadings

Short paragraphs

Bullet points

Bolded phrases 

Using visual cues like these will make the most important points of your email easy to find.

Look at this example from Jon Persson of CultMethod. He bolds important elements within the body of his email, while breaking up the copy with bullet points and perfectly-placed headlines. 

Most importantly, each paragraph is short and easy to read.

5. Balance text with images

You should also consider breaking up large chunks of text with visual images. Readers prefer short blurbs of information. So, try incorporating images and lines when possible.

Images help tell the story of what you want to communicate to your subscribers

Just be sure not to overdo it! Instead, follow the 60/40 rule: images should take up no more than 40% of your email.

6. Plan for missing images

Nearly all email services give subscribers the option to hide images. In fact, some even disable images automatically, forcing the user to click a link or press a button to “turn on” images. 

For example, here is how an email with a large hero image appears in Outlook:

Since many popular email platforms block images, you should make sure your email is still readable—and your call-to-action is still clickable—when images are turned off.

Rather than using image-based buttons that hide your CTA when images are turned off, try using a “bulletproof button” instead. This technique combines a background color with a regular text link, providing the illusion of a button that users can see when images are on or off.

Most email marketing services, like AWeber, allow you to easily create bulletproof buttons within your email design layout. 

If the images you’re using are an important part of your emails, make sure you add alt text to the image. This is text that describes what the image is about. 

If you’ve ever laid out webpages or worked with WordPress, you may have added alt text to images before.

When you include alt text, subscribers can still understand what you intended to show them, even if they block images.

7. Pick the right typography

As we’ve mentioned already, making your email easy to read is critical, and your typography is a huge part of this.

So, be sure the font you use in your subheadings and body copy are comfortably readable. Common email fonts include Arial or Helvetica, but you’re not limited to these.

Additionally, ensure you’re using a large enough font size. After all, you don’t want your recipients squinting to try to read your email. For example:

This font size is a 12px, and it can be difficult for people to read

This font size is 16px, which is large enough for most of your subscribers to read without zooming in.

8. Use clear links and buttons

You’ll likely include at least one or two links and buttons in your email marketing design. However, it’s important to make sure it’s clear where all of your links lead to.

For example, instead of writing phrases like “click here”, try using more specific labels.

Something like “buy now” or “get your demo” tell the reader exactly what will happen when they click on your link or button.

For example, in this email from Capital One, their button clearly communicates that when you click it, you’ll be able to view the details of their checking account offer.

9. Attract readers’ eyes

We already mentioned that you’ll want to include some visual elements, like images, in your email design. 

However, it can also be a good idea to add in some creative elements, like a GIF, to really grab your readers’ attention.

If you do opt to include a GIF, just be sure it enhances your message and doesn’t distract from what you want to communicate.

Ultimately, though, small creative touches like this can be a great way to grab attention and engage recipients.

10. Include a call to action

If you’re taking the time to build and send an email to your list, it’s key that you direct your subscribers to take some sort of action when they read it.

Calls to action can include anything from:

Encouraging subscribers to buy your product or service

Directing recipients to download a free resource

Getting recipients to sign up for an event or webinar

Ultimately, you want to engage your subscribers so they take the action you want them to take.

So, be sure to include a CTA that clearly communicates the value it can provide recipients, and make sure it stands out.

11. Send a test email

One more critical email marketing design best practice is to test your email before sending it out to your entire list. This will help you ensure there are no formatting errors in your design.

After all, you don’t want to put in all the effort to design your email only to realize it doesn’t look right in subscribers’ email inboxes.

So, be sure to send a test email to your own inbox first. 

Once you’re positive that it looks the way you want it to, then you can send it out to your entire list.

Email design tools to create beautiful emails

You don’t need to start from scratch to create beautiful emails. In fact, there are tons of email marketing tools that make design a breeze.

So, here are several email marketing design tools to help you get started.

1. Canva

Canva is a free graphic design tool that allows you to create and edit any kind of image. 

Better yet, AWeber has a fully-integrated Canva drag-and-drop button. This means you can create your images in Canva and drag them directly into your AWeber email.

2. Email templates

Sometimes simply getting started is the hardest part of sending an email. This is where an email template can come in handy. 

When you find the right template, most of the work is done for you. All you need to do is customize it to fit your brand by adding your logo and updating the colors. Then you’re ready to go!

AWeber has hundreds of email marketing and newsletter templates ready for you to customize for your messages. These can save you hours of time every week and let you skip most of the heavy lifting of designing your own emails. 

Here are just a few of the templates available. Each template also has at least three color palettes to choose from.

3. Try an email builder

Finally, online tools like Stripo, BeeFree, and Dyspatch also have templates and drag and drop email design editors. They’re similar to what you’ll find in your email marketing provider’s account, but some email designers prefer these tools. 

You can design an email in any of these tools and then import it into your email provider. 

Engage your subscribers with email marketing design best practices

If you’re not a pro designer, building a professional-looking email may seem a bit intimidating. 

However, by incorporating the email marketing design best practices above, you can start creating beautiful emails in no time.

Remember, good email design is critical to building trust, driving conversions, and establishing your brand identity. So, it’s key that you give your design the attention it needs to be effective.

Of course, if you want a custom-designed email or newsletter, we can help with that, too! AWeber offers both custom email templates and landing page designs. 

Full custom designs are $229, or a modification of an existing template is $29. Click here to learn more about our custom design services.