Email Design

# Email Design

Design high-converting marketing emails with AI-generated visuals via inference.sh CLI.

Quick Start

```bash curl -fsSL https://cli.inference.sh | sh && infsh login

# Generate email header banner infsh app run infsh/html-to-image --input '{ "html": "<div style=\"width:600px;height:250px;background:linear-gradient(135deg,#667eea,#764ba2);display:flex;align-items:center;justify-content:center;font-family:system-ui;color:white;text-align:center\"><div><h1 style=\"font-size:36px;margin:0\">Spring Sale — 30% Off</h1><p style=\"font-size:18px;opacity:0.9\">This weekend only</p></div></div>" }' ```

> Install note: The install script only detects your OS/architecture, downloads the matching binary from `dist.inference.sh`, and verifies its SHA-256 checksum. No elevated permissions or background processes. Manual install & verification available.

Email Width & Layout

| Constraint | Value | Why | |-----------|-------|-----| | Max width | 600px | Gmail, Outlook rendering standard | | Mobile width | 320-414px | Responsive fallback | | Single column | Preferred | Better mobile rendering | | Two column | Use sparingly | Breaks on many clients | | Image width | 600px max, 300px for 2-col | Retina: provide 2x (1200px) | | Font size (body) | 14-16px | Below 14px is hard to read on mobile | | Font size (heading) | 22-28px | Must be scannable | | Line height | 1.5 | Readability on all devices |

The Inverted Pyramid Layout

The most effective email layout funnels attention to a single CTA:

``` ┌──────────────────────────────────┐ │ HEADER IMAGE │ ← Brand/visual hook │ (600 x 200-300) │ ├──────────────────────────────────┤ │ │ │ Headline (one line) │ ← What's this about │ │ │ 2-3 sentences of body copy │ ← Why should I care │ explaining the value. │ │ │ │ ┌──────────────┐ │ │ │ CTA BUTTON │ │ ← One clear action │ └──────────────┘ │ │ │ ├──────────────────────────────────┤ │ Footer: Unsubscribe link │ └──────────────────────────────────┘ ```

Subject Lines

Formulas That Work

| Formula | Example | Open Rate Impact | |---------|---------|-----------------| | Number + benefit | "5 ways to cut your build time in half" | High | | Question | "Are you still deploying on Fridays?" | High | | How-to | "How to automate your reports in 3 steps" | Medium-High | | Urgency (genuine) | "Last day: 30% off annual plans" | High (if real) | | Personalized | "[Name], your weekly report is ready" | Very High | | Curiosity gap | "The one feature our users can't stop talking about" | Medium-High |

Rules

| Rule | Value | |------|-------| | Length | 30-50 characters (mobile truncates at ~35) | | Preview text | First 40-100 chars after subject — design this intentionally | | Emoji | Max 1, at start or end, test with your audience | | ALL CAPS | Never — triggers spam filters | | Spam trigger words | Avoid: "free", "act now", "limited time", "click here" in subject | | Personalization | [First name] in subject lifts open rates 20%+ |

Preview Text

The preview text appears after the subject line in the inbox. Don't waste it.

``` ❌ "View this email in your browser" (default, wasted space) ❌ "Having trouble viewing this?" (no one cares)

✅ Subject: "5 ways to cut build time" Preview: "Number 3 saved us 6 hours per week"

✅ Subject: "Your monthly report is ready" Preview: "Revenue up 23% — here's what drove it" ```

Email Types

Welcome Email (Automated, Day 0)

| Element | Content | |---------|---------| | Subject | "Welcome to [Product] — here's what's next" | | Header | Brand image or product screenshot | | Body | 3-4 sentences: what they signed up for, what to expect, one quick win | | CTA | "Complete your setup" or "Try your first [action]" | | Timing | Immediately after signup |

Promotional / Campaign

| Element | Content | |---------|---------| | Subject | Benefit-focused, urgency if real | | Header | Hero image showing the offer/outcome | | Body | Problem → solution → offer → deadline | | CTA | "Get 30% Off" or "Start Free Trial" | | Urgency | Real deadline, not fake scarcity |

Product Update / Changelog

| Element | Content | |---------|---------| | Subject | "New: [Feature name] is here" | | Header | Screenshot or visual of the feature | | Body | What's new, why it matters, how to use it | | CTA | "Try [feature]" |

Transactional (Receipts, Confirmations)

| Rule | Why | |------|-----| | Clear purpose in subject | "Your order #1234 is confirmed" | | Minimal design | Don't confuse with marketing | | Key info above the fold | Order number, amount, date | | No promotional content (mostly) | CAN-SPAM allows some, but keep minimal |

Header Image Design

```bash # Welcome email header infsh app run infsh/html-to-image --input '{ "html": "<div style=\"width:600px;height:250px;background:linear-gradient(135deg,#2d3436,#636e72);display:flex;align-items:center;padding:40px;font-family:system-ui;color:white\"><div><p style=\"font-size:14px;text-transform:uppercase;letter-spacing:2px;opacity:0.7;margin:0\">Welcome to</p><h1 style=\"font-size:42px;margin:8px 0 0;font-weight:800\">DataFlow</h1><p style=\"font-size:18px;opacity:0.8;margin-top:4px\">Your data, automated</p></div></div>" }'

# Sale / promotional header infsh app run infsh/html-to-image --input '{ "html": "<div style=\"width:600px;height:300px;background:linear-gradient(135deg,#e74c3c,#c0392b);display:flex;align-items:center;justify-content:center;font-family:system-ui;color:white;text-align:center\"><div><p style=\"font-size:20px;opacity:0.9;margin:0\">This Weekend Only</p><h1 style=\"font-size:72px;margin:8px 0;font-weight:900\">30% OFF</h1><p style=\"font-size:18px;opacity:0.8\">All annual plans. Ends Sunday.</p></div></div>" }'

# Feature announcement header with AI visual infsh app run falai/flux-dev-lora --input '{ "prompt": "clean modern email header banner, abstract flowing data visualization, dark blue gradient background, subtle glowing nodes and connections, tech aesthetic, minimal, no text, 600x250 equivalent", "width": 1200, "height": 500 }' ```

CTA Buttons

| Rule | Value | |------|-------| | Width | 200-300px, not full width | | Height | 44-50px minimum (tap target) | | Color | High contrast with background | | Text | Action verb + outcome: "Start Free Trial" | | Shape | Rounded corners (4-8px border-radius) | | Placement | Above the fold, repeated at bottom for long emails | | Quantity | ONE primary CTA per email |

Bulletproof Buttons

HTML buttons render differently across email clients. Use the "bulletproof button" technique (VML for Outlook, HTML/CSS for everything else):

```html <!-- Bulletproof button (works everywhere including Outlook) --> <table cellpadding="0" cellspacing="0" border="0"> <tr> <td align="center" bgcolor="#22c55e" style="border-radius:6px;"> <a href="https://yoursite.com/action" target="_blank" style="font-size:16px;font-family:sans-serif;color:#ffffff; text-decoration:none;padding:12px 24px;display:inline-block; font-weight:bold;"> Start Free Trial </a> </td> </tr> </table> ```

Mobile Optimization

| Rule | Why | |------|-----| | Single column layout | Multi-column breaks on mobile | | Font minimum 14px | Smaller is unreadable | | CTA button minimum 44px tall | Apple/Android tap target | | Images scale to 100% width | Prevent horizontal scroll | | Stack elements vertically | Side-by-side breaks on narrow screens | | Test on Gmail app, Apple Mail, Outlook | The big 3 email clients |

60%+ of emails are opened on mobile. Design mobile-first.

Deliverability Checklist

| Factor | Rule | |--------|------| | Image-to-text ratio | Max 40% images, 60% text (spam filters flag image-heavy emails) | | Alt text on images | Always — images blocked by default in many clients | | Unsubscribe link | Required by law (CAN-SPAM, GDPR) — make it easy to find | | From name | Recognizable person or brand name | | Reply-to | Real address, not no-reply@ (hurts deliverability) | | List hygiene | Remove bounces, clean inactive subscribers quarterly | | SPF/DKIM/DMARC | Technical authentication — set up once, critical for inbox |

Common Mistakes

| Mistake | Problem | Fix | |---------|---------|-----| | No preview text | Shows "View in browser" or random code | Set preview text intentionally | | Image-only emails | Blocked images = blank email + spam risk | 60%+ text, alt text on images | | Multiple CTAs | Decision paralysis, lower click rate | One primary CTA per email | | Tiny text | Unreadable on mobile | Minimum 14px body, 22px headings | | no-reply@ sender | Hurts deliverability, feels impersonal | Use real reply address | | No mobile testing | Broken layout for 60%+ of readers | Test on Gmail app + Apple Mail | | Missing unsubscribe | Illegal (CAN-SPAM) + spam complaints | Clear unsubscribe link in footer | | Over-designing | Email clients render CSS inconsistently | Simple layouts, inline styles | | Fake urgency | Erodes trust, trains users to ignore | Only use real deadlines |

Related Skills

```bash npx skills add inference-sh/skills@landing-page-design npx skills add inference-sh/skills@ai-image-generation npx skills add inference-sh/skills@prompt-engineering ```

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