What Makes A Really Good Email (RGE) - Deepstash

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What Makes A Really Good Email (RGE)

What Makes A Really Good Email (RGE)

Really Good Emails (RGE) is a website that tries to capture the best emails in one place. It tries to showcase email design and resources on the web. 

What we can learn from Code School

  • Make sections of your email content shareable. 
  • One column emails work great on desktop and mobile. Single CSS buttons are the way to go. They focus the CTA and make it obvious what to do next. 
  • Shows brand has a customer support focus. Add a feedback section to the bottom of the Email.
  • Experiment with new technology. There are usually fallbacks that still look good. 

What A Good Email Looks like

  • The email connects visual design with a good simple hierarchy. 
  • The content serves the customer more than the company. 
  • There is consistency across branding, website and app experience. 
  • The campaign uses best-in-class technology. 
  • It’s enjoyable because it surprises and delights. 
  • The email is likely to perform well. 
  • It balances live text and imagery. 
  • It is accessible across devices and screens. 

The best emails - Airbnb

  • Use short and sweet retention emails to get users back into a product. 
  • Don’t let their campaigns try to do everything at once. 
  • Try out and test new CTAs that are more descriptive. 
  • Make emails match up to branding and web/app experience. 
  • Use bold imagery to capture openers attention. 
  • Use hacks like the search bar image to show an audience what actions they should take.

What Aspects Gets Critiqued About An RGE

  • Subject Line 
  • Pre-header text 
  • Email Layout Patterns 
  • Images 
  • Typography 
  • Whitespace 
  • Mobile Optimization 
  • CTA Design 
  • Text CTA Ratio 
  • Video 
  • Animated GIFs (Does it add value) 
  • Interactivity 
  • Personalization 
  • Voice & Tone 
  • Footer Finish 
  • Legal 

Learn from Blue Apron

  • Use an offer with clear copy and supporting CTA. 
  • Include tasty imagery to show your product in action. 
  • Create your own icons for an associated action instead of counting.
  • Bottom navigation lets the offer be the main focus. If people need the links they will look for them. 
  • Social icons that match your branding or the rest of the email is a nice touch. 
  • Include a link to download your app if you have one. 

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If you’ve been scratching your head, wondering about the meaning behind ‘transactional email’ or similar terms, this post is here to help! Find out what they are and how you may be able to use transactional emails for your agency or business.