{"id":56215,"date":"2022-12-08T08:00:00","date_gmt":"2022-12-08T13:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=56215"},"modified":"2025-10-07T13:26:52","modified_gmt":"2025-10-07T17:26:52","slug":"what-makes-a-winning-email","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/what-makes-a-winning-email","title":{"rendered":"What Makes A Winning Email? An Inside Look at the Email Excellence Awards"},"content":{"rendered":"\n\n\t
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What makes a good email, great? A good email may get subscribers to click. But a <\/span>great<\/span><\/i> email creates a memorable subscriber experience\u2014even after they close out of their inbox.<\/span><\/p>\n

In September, we put out a call for your most prize-worthy campaigns as part of Litmus\u2019 Email Excellence Awards\u2014and there was no shortage of <\/span>great<\/span><\/i> emails. After two rounds of voting for the Litmus Choice categories, and internal and external judging rounds for the remaining categories, the winners were selected<\/a>.<\/span><\/p>\n

So what makes a <\/span>winning<\/span><\/i> email? Read on to learn what we looked for and why.<\/span><\/p>\n

Best Email Design categories<\/span><\/h2>\n

Designing emails takes incredible talent. With the <\/span>thousands of ways an email can render<\/span><\/a>, <\/span>accessibility<\/span><\/a> requirements, and <\/span>changing trends<\/span><\/a>, an email designer has to tap into a vast skill set for success in the inbox.<\/span><\/p>\n

The Best Email Design winners (Lev<\/a> for B2C and Ally Financial<\/a> for B2B) were selected after two rounds of voting. The first round was made up of a panel of Litmus judges; the second round sought votes from the Litmus email community.<\/span><\/p>\n

\"Email
Litmus Choice: Best Email Design (B2C) winner Lev<\/a>. See the email in Litmus Scope \u2192<\/a><\/span><\/figcaption><\/figure>\n
\"Email
Litmus Choice: Best Email Design (B2B) winner Ally Financial. See the email in Litmus Scope \u2192<\/a><\/span><\/figcaption><\/figure>\n

Lev and Ally Financial hit <\/span>all<\/span><\/i> their marks with designs demonstrating innovation and a great subscriber experience. But what specifically about these designs help them move into the final, winning round?<\/span><\/p>\n

What makes a good email design, great?<\/span><\/h3>\n

At Litmus, we consider the following to be core components of great <\/span>email design<\/span><\/a>:<\/span><\/p>\n