Email Marketing

HTML Emails for Swinton

Project Details

Swinton Insurance were sending out a vast amount of emails to their marketing list with a poor response. After analysing their current email marketing campaigns we were able to re-code them to maximise compatability and ‘click through rate’. The original email templates were mainly ‘sliced’ images which is not recomended for usability and accessibility purposes. If, for whatever reason, the images are not displayed by default the user will see a lot of empty boxes and little relevant content. Images should be secondary to the main content.

What we did

The HTML emails were re-coded to be mobile-friendly and to maximise compatability across devices and computer screens. Emails which are heavily image-based will not look right if the images are turned off by the user. Compare the versions below.

The main ‘Call to Action’ buttons were created using bulletproof HTML/CSS and not images. We tested the emails in Litmus to ensure they looked the part across all devices.


Altrincham, UK


Adobe Photoshop

Testing details

  • Apple Mail 11
  • Outlook 2007
  • Outlook 2016
  • Gmail App (Android 6, 7, 8)
  • Outlook (Android)
  • Outlook iOS (iOS 11)
  • Samsung Mail (Android)
  • iPhone 7, 7+, 8, 8+ (iOS 11)
  • iPhone XR, XS, XS Max (iOS 12)
  • Gmail (IE, Firefox, Chrome)
  • Office 365 (IE, Firefox, Chrome)
  • (IE, Firefox, Chrome)
  • Yahoo Mail (IE, Firefox, Chrome)
Email marketing
email marketing and testing
Original email design
After the email was recoded