Building Emails
Follow these recommendations when creating emails to improve performance, accessibility, and consistency.
Fonts
Use web-safe fonts to improve compatibility across email clients.
Select Inherit Font to use your brand's default typography.
This option automatically applies the default font family, font size, and text color from your brand settings.
It is not a separate font.
Limit the number of font families that you use. This helps reduce email load time.
Use these recommended font sizes:
Mobile: 12–16 pt
Desktop: 16–20 pt
Select Inherit Font in the text attributes whenever possible to maintain consistent styling.
Images
Optimize images before adding them to your email.
Recommendation | Best Practice |
File size | Keep the total image size under 1 MB |
Supported formats | GIF, JPG, PNG |
Alt text | Add descriptive alt text for accessibility |
Animated GIFs | Keep file sizes small. Make sure the first frame communicates the main message. |
Image dimensions | Upload images at double the display width (for example, use a 1200 px image for a 600 px layout). |
Resolution | Use at least 72 pixels per inch (PPI). |
Video | Use a static thumbnail with a play icon. Link the image to the external video. |
Placeholder Images | Use placeholder images during content creation. Replace them with final assets before publishing. |
Email File Size
Keep your final email under 102 KB. This helps prevent Gmail from clipping your email.
To reduce file size:
Limit the number of layout rows.
Reuse layouts when possible.
Avoid unnecessary duplicate content.
Layout and Design Tips
Padding
Use consistent padding throughout your email.
For the best mobile experience:
Apply the same padding on all sides whenever possible.
Keep spacing consistent between sections.Global Settings vs. Pop-Up Editor
Global Settings vs. Pop-Up Editor
Use the correct editing method for the best results.
Use Global Settings | Use the Pop-Up Editor |
Apply styles across multiple modules | Override styling for one module |
Maintain brand consistency | Make one-off adjustments |
Best Practice: Use Global Settings whenever possible. Use the Pop-Up Editor only when a specific module requires different styling.
Links
Add links to prevent email clients from automatically formatting your content.
Link these items whenever they appear:
Email addresses
Phone numbers
Physical addresses
Use Link Attributes to control the appearance of links.
Special Links
Every marketing email should include an easy-to-find Unsubscribe link.
You should also consider adding:
Forward to a Friend
View as Webpage
Unsubscribe
To create a special link:
Edit your merge tag.
Select Special Link.
Apply the link in the Pop-Up Editor.
Mobile Optimization
Optimize your email for smaller screens.
Fixed Layouts
Use Do Not Stack when you want columns to remain side by side on mobile devices.
Content Order
Adjust the stacking order to control how content appears on mobile.
Alternate Versions
Use the Hide on Mobile or Hide on Desktop settings to display different content for different devices.
Tip: Keep duplicate content minimal to reduce file size.
Working With Modules
Organize Modules
Create categories before creating new modules. This keeps your module library organized.
Reuse Modules
Build a module once. Clone it to create consistent designs across multiple assets.
Custom Themes
Build themes with reusable modules. Use Apply to Themes to update every theme that uses a module.
This saves time and keeps branding consistent.
Publishing Modules
Save unfinished work as Unpublished Changes.
To publish a module:
Open the module in the Module Builder.
Click Actions in the upper-right corner.
Select Publish.
Or:
Click Unpublished Changes.
Select Confirm and Publish.
You can publish modules to:
All brands
Specific brands
Select the appropriate option from the brand dropdown menu.
💡 Reminder: If you're actively working on an email or landing page and publish module updates in another tab, refresh the asset to ensure the latest module version is loaded. After refreshing, check the Optimize tab and update any Out of Date Modules to apply the latest changes.
Refresh Active Assets
If you publish a module while an email or landing page is open in another browser tab:
Refresh the asset.
Open the Optimize tab.
Update any Out of Date Modules.
This ensures your asset uses the latest published version.
Brand Settings
Configure your brand defaults to keep every email consistent.
You can set:
Brand colors
URL parameters
From Name
From Email Address
Reply-To Address
Need more help? Contact support via live chat within Knak using the chat bubble in the bottom right corner or email support@knak.com.