Email design system overview

Welcome to the email design system! We’re excited for you to dive in and start building exceptional emails. Here’s everything you need to get going.

A colorful example of the top portion of an email including the hero image and secondary content.

Considerations

Conversational

Emails should be designed for and written for humans using our eBay Voice and Tone.

Easily understood

The content should be easily scanned and read quickly, with clear visual hierarchy and calls to action.

Valuable

Emails should be targeted and have clear intent.

Anatomy

Primary content
Secondary content
Tertiary content

Content types

Primary content

Primary content modules include Headers that contain the eBay logo and Heroes that either contain either a simple image or a headline and CTA.

Secondary

Secondary content modules include Titles, Seed items, Item tiles, Paragraphs, Info modules, and Banners.

Tertiary

Tertiary content modules include Surveys and Footers.

Module anatomy

Overline
Headline
Subcopy
CTA
Disclaimer

Email tiers

All emails fall under a three tiered framework. Each tier serves a different purpose with varying levels of brand expression growing from least to most.

Account

To support account activity instilling trust with the customer.

Transaction

To drive conversion and completion of an existing shopping journey.

Marketing

To inspire new shopping journeys based on a customer’s interests.