User experience

User experience (UX) describes how people interact with a brand across its digital touchpoints – websites, products, emails, and services. In email specifically, good UX means messages are visually clear, mobile-friendly, accessible, and relevant, reducing friction and increasing engagement.  

Brands strive to create seamless UX by designing intuitive interfaces (UIs), sending well-timed emails, and making it easy for users to take action, whether it’s clicking a CTA, updating preferences, or making a purchase.