Email Marketing Today Prepared For
Email Marketing TodayPrepared For
TEN MESSAGE DESIGN TIPS
Tip #1
Promotion begins in the email header; use friendly, consistent branding
and brief, but powerful, subject lines.
From Address•Friendly, Familiar•Consistent•Branded
Subject Lines
5
•40 Char – Front load important content
•Can be longer•Branding•Offer•Urgency•Personalization
Tip #2
Quickly capture attention with the top of the message.
Above the Fold
7
Outside400 x 600 pixels
Outside500pixels
•400 height x 500 width•Most important content•Scanable•Should encompass
•Offer•Call To Action•Urgency Indication•Brand
Above Fold Copy• Words: most 6 characters or less• Sentences: 1.5 – 2 lines• Paragraphs: most no more than 4 lines• Use bullets to reduce copy• Keep overall design succinct Keep as much of the text as possible “above
the fold” to avoid the need scroll
8
Above the Fold – Pre-Header
Pre-Header can be displayed as “snippet
text” in the Inbox
Tip #3
Ensure images enhance and do not distract, but retain potency even when images are
blocked.
Images
10
•30% Text/Image Ratio•Hosted not Embedded•Sight lines should guide readers eyes
11
Image Blocking
Design to Survive Blocked Images
Use Alt-Tags as copy replacement for
images
Use text not text images
Structure survives blocked images
Tip #4
Command attention and keep reader focused with structure.
•Provide Visual Structure With•Color•Borders•White Space
•Color should agree with web site•Color variations can dramatically affect response - TEST
Structure
Defend Against Context-Sensitive Ads
Tip #5
Precisely define message goals then focus all content
on supporting your objectives.
Focus on Goals
Primary Goal: Update preferences
Secondary Goal: Promote product
Images & copy focused only on goals
Tip #6
Create messages that play well in mobile and full-screen displays.
Design for Touch
Large links are easier to finger-click
Provide adequate spacing for
fingertips between links
Functional design, well within 500 pixel width
Tip #7
Motivate response with a mix of text and image-based call to actions that encourage
response using active wording and directional graphics.
21
Inline text link with active call to action
wordingButton with active call to
action wording and action encouraging
arrow
Inline text links in beginning copy
Offer/Call to Action
Tip #8
Entice recipient to a rich experience with links to active content.
Link to Active Content
Present static images that link to video, flash, forms, or other active
content
Tip #9
Increase recipient engagement and list growth with social media interaction.
Social Networks Expand Virally
Tip #10
Treat the footer as promotional copy not administrative housekeeping.
Sample Footer
Bottom nav-bar supports secondary
goals
Social Media integration
CAN-SPAM address requirement fulfilled
Text-based Preference update and
unsubscribe links Subscribe offer – good for forwards