Best practice
Use contrasting colors to make the CTA button pop.
Keep the CTA text action-oriented and concise, such as “Reset Password” or “Track Your Order.”
Place the CTA prominently, ideally above the fold.
Pro tip. For SaaS companies, use welcome emails to guide new users. Include clear CTAs like “Start Your Tutorial” or “Set Up Your Profile” to drive first engagement with your platform.
transactional email design example
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3. Stand out with bright colors
Using bold colors and fun graphics makes your transactional emails more memorable and strengthens your brand identity.
Example. Spotify’s account confirmation email uses playful graphics and a bold green CTA button that fits right in with their brand colors. The bright colors immediately pull the reader’s attention to the main action — confirming their account.
Best practice
transactional email design example
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7. Avoid jargon
To connect with customers, avoid jargon in your transactional emails. Use a conversational tone in the email content. That will help make your transactional email messages easy for customers to digest.
Example. Blizzard’s security check email keeps the language simple and easy to follow, avoiding technical terms that might confuse users.
Best practice
Write at a reading level that matches your audience.
Avoid acronyms or technical language unless absolutely necessary.
Use concise sentences and bullet points for clarity.
Pro tip. For tech companies, focus on clear instructions without assuming technical knowledge.
transactional email design example
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Email preheader: Table of contents
What is an email preheader?
How long should email preheader text be?
What are the benefits of email preheaders?
Email preheader best practices
How to add a preheader to your email campaign
Email preheader examples
In a nutshell: Email preheaders and why they matter
What is an email preheader?
The email preheader is the first line of text that appears beneath the sender and subject line in an inbox. In the body of an email, preheader text appears above the header (as the name suggests).
Preheader is often used interchangeably with “email preview text” or “Johnson box.” In personal emails, the preheader is typically the opening of the message: “Dear Gregory, Thanks for getting in touch…” Most email marketing tools allow you to customize the preheader text for business purposes.
Preheaders are among the most important parts of your email campaign. This is because many people read the preheader before they decide whether or not to click on the email. If the preheader fails to catch the reader’s attention, they may scroll on without opening your campaign.
When used strategically, a well-crafted preheader can help your email stand out in a crowded inbox
preheader location in an inbox
Preheader text appears below Mom Phone Number Data the sender and subject line in an email client.
The ideal length for email preheader text is 40-130 characters.
Bear in mind that emails may appear in each inbox differently. This is because the space allotted for preheader text varies between desktop, mobile, and web email clients (e.g. Gmail, Outlook), as well as the subscriber’s inbox settings.
Sticking to the 40-130 character range will tailor your email preheader to fit a variety of devices and email marketing platforms.
personalized preheader example
Personalized preheaders grab the reader’s attention.
4. Engage subscribers from the first line
The most impactful preheaders use a variety of tactics to engage readers.
Here are a couple ways you can use email preheaders to build curiosity from the first line:
Ask a question to pique interest: “Still need convincing? New study on email marketing ROI!”
Create a sense of urgency: “Today’s your last day for free shipping! ”
In this brief line of copy, you can pack in a range of psychological techniques like fear of missing out (FOMO) to encourage subscribers to open the email and read more.
