Email Design Tips for the Public Sector
Email remains one of the most effective and cost-efficient communication tools available to public-sector organisations. Whether you’re informing citizens, engaging stakeholders, or supporting internal communications, good email design plays a crucial role in ensuring your message is read, understood, and trusted.
Unlike commercial marketing, public-sector email design must balance clarity, accessibility, and compliance — all while working across a wide range of devices and email clients. Below are practical, proven email design tips tailored specifically for public-sector organisations.
1. Prioritise Clarity Over Creativity
In public-sector communications, clarity should always come first. Your audience needs to understand the message quickly and without confusion.
- Use a clear visual hierarchy: headline, supporting text, call to action
- Keep sentences short and avoid jargon
- Stick to one main message per email
A clean, simple layout will always outperform a visually complex one when it comes to engagement and comprehension.
2. Design Mobile-First (Not Mobile-Friendly)
A significant proportion of public-sector emails are opened on mobile devices. Designing for mobile rather than adapting for it ensures a better experience for all users.
Best practices include:
- Single-column layouts
- Large, legible text (minimum 14–16px for body copy)
- Touch-friendly buttons with plenty of spacing
- Avoiding tiny links or closely packed elements
If it doesn’t work well on a phone, it won’t work at all.
3. Use Accessible Design Principles
Accessibility isn’t optional in the public sector — it’s essential. Email design should support users of all abilities and comply with WCAG guidelines wherever possible.
Key accessibility considerations:
- High contrast between text and background
- Avoid relying on colour alone to convey meaning
- Use descriptive link text (not “click here”)
- Include alt text for all images
- Keep layouts logical and predictable
Accessible emails are not only inclusive — they’re also easier for everyone to read.
4. Keep Branding Consistent and Subtle
Public-sector branding should reinforce trust, not overwhelm the message. Emails should clearly reflect your organisation without feeling promotional.
- Use official brand colours sparingly
- Include logos at a sensible size
- Maintain consistent fonts and tone of voice
- Avoid unnecessary decorative elements
Consistency builds recognition and credibility, especially for repeat communications.
5. Design with Trust in Mind
Public-sector emails are often targeted by phishing attempts, which makes trust signals especially important.
To reinforce authenticity:
- Use clear sender names and recognisable email addresses
- Avoid overly sales-style layouts or language
- Keep calls to action clear and relevant
- Link only to trusted, recognisable domains
A professional, restrained design reassures recipients that the message is legitimate.
6. Make Calls to Action Clear and Obvious
If you want recipients to take action — read more, complete a form, attend an event — make that action unmistakably clear.
- Use a single, primary call-to-action button
- Keep button text specific (“Read the guidance”, “Book an appointment”)
- Place CTAs where they’re easy to find without excessive scrolling
Too many actions dilute attention and reduce response rates.
7. Test Before You Send
Public-sector emails must work reliably across a wide range of email clients, from Outlook to mobile webmail apps.
Before sending:
- Test across multiple devices and clients
- Check text scaling and line spacing
- Ensure images load correctly (and aren’t essential to understanding)
- Verify links and accessibility features
Testing helps prevent confusion, complaints, and missed communications.
Final Thoughts
Effective public-sector email design isn’t about flashy visuals — it’s about clear communication, accessibility, and trust. By keeping layouts simple, designing for mobile, and prioritising inclusive design, public-sector organisations can ensure their emails are effective, compliant, and well-received.
At Email Blaster, we work closely with NHS and public-sector organisations across the UK to support secure, accessible, and reliable email communications — built and hosted entirely in the UK.
