marcloudconsulting.com 16 Responsive design Responsive design will improve the user experience no matter what device they are accessing your email from and these days, it’s a necessity, not a luxury. A/B tested Taking the time to A/B test your email designs will give you greater insight into what works and what could be improved. You can A/B test subject lines to see which achieves the highest open rate, or A/B test email body content, such as a call to action button, to see which drives the most clicks. GDPR compliant By now this should be ingrained in all email marketing activity you do. Make sure there are clear options for your prospect to opt-out if they wish, or change their email preferences - a great preference page is a must - and links to your privacy policy.