🖼️ Email Visual Hierarchy Mistakes to Fix

Hey, it’s Ray.

If your emails look great but still aren’t converting, it might not be your offer, it might be your visual hierarchy.

Simply put: visual hierarchy is how you guide the reader’s eye from what matters most to what’s next.

But here’s the problem…

Most emails break this rule, leading to confused readers, low clicks, and missed revenue.

Let’s fix that.

Here are the 7 biggest email visual hierarchy mistakes I see all the time, and how to avoid them:

1. No Clear Focal Point

The Mistake: Everything in your email fights for attention.

The Fix: Make sure your main offer or message is the first thing people see. Use larger fonts, bold headlines, and imagery that points attention where you want it.

2. Too Many Competing Colors

The Mistake: Rainbow emails might look exciting, but they confuse the eye.

The Fix: Stick to a consistent brand palette. Use color sparingly to emphasize CTAs and key elements only.

3. 🔤 Inconsistent Typography

The Mistake: Using 4 different fonts and 5 sizes creates chaos.
The Fix: Use a defined type scale, one font for headlines, one for body, and a clear style for CTAs. Bonus: stick to sans-serif fonts for maximum readability.

4. Cramped or Uneven Spacing

The Mistake: Jamming everything into one screen or leaving awkward white gaps.
The Fix: Use consistent padding and margin spacing. Give content room to breathe. A clean layout feels more professional and trustworthy.

5. Misplaced CTA Buttons

The Mistake: CTAs buried at the bottom (or repeated randomly).
The Fix: Your primary CTA should be visible above the fold, with additional buttons placed only where it naturally makes sense. Always test placement for scroll depth.

6. “Upside-Down” Information Flow

The Mistake: Starting with product details or disclaimers instead of the big idea.
The Fix: Use the Inverted Pyramid Structure: Lead with your value prop → support with detail → end with the CTA.

7. Low-Impact Visuals (or None at All)

The Mistake: Using generic stock images, or worse, no visuals at all.
The Fix: Every image should serve a purpose: support the message, draw the eye, or demonstrate the product. Bonus points for lifestyle or UGC photos.

Here’s What to Do Next

✅ Run through this checklist on your last 3 campaigns
✅ Identify 1–2 changes that could improve your flow
✅ A/B test layout updates in your next send

Let’s Fix Your Flow

Smart design leads to smart results. Whether you’re selling food or sports apparel, good email hierarchy makes the difference between skimming and clicking.

Talk soon,
Raymond Chen
Founder & CEO, 11 Agency

More Ways to Level Up Your Email Game

If this sounds like a lot to manage, don’t worry, I’ve got you covered.

There’s a lot that goes into building a high-converting email strategy. 

If you’re serious about optimizing your email marketing, let’s talk. 

Here’s what we can do:

✅ Done-for-You Email Strategy: If you’re ready to scale but don’t have the time, we’ll build out a full email system that maximizes your revenue. You can book a call with me here. 

✅ Or, if you just want to grab a free resource, get a FREE 10-page KPI audit and a 128-point health scorecard to optimize your email marketing. Get it here!

Extra Tips to Boost Your Email Strategy

If you’re up for boosting your email game, I’ve got a few more gems for you:

📺 Watch My YouTube Tutorial: Create a High-Converting Welcome Sequence in 2025
Ready to turn new subscribers into loyal customers?

In this video, I’ll show you how to build a high-converting welcome sequence that boosts engagement and email deliverability. Using Klaviyo, I’ll guide you step-by-step on optimizing your flows for success. Plus, I’ll share key tips for Shopify brands to drive more sales with email! 👉 Watch it here: ( Insert YouTube Video )

📝 How I Write Emails That Match the Funnel

Too many brands send the same email to everyone, and it kills conversions.

I wrote a quick guide on how I tailor content for each stage of the email funnel, from welcome flows to loyalty campaigns. Want to see how I do it?

👉 Read it here: Optimizing Email Content for Every Stage of Your Email Marketing Funnel

💡 Let’s Connect on LinkedIn
I share daily email marketing tips, behind-the-scenes insights, and strategies that actually work. If you’re looking for extra value beyond this newsletter, let’s connect!👉  Follow me here.