quick email best practices overview

Design Tips for 2012

Quick email best practices overview

BILL POWELLInspiration Specialist@billpowell

LISA WESTERIntelligence Officer@inboxorange

BEST PRACTICES

WHAT is the pointWHY should they careHOW do they take action

People don’t read, they scan.

FIVE STAGES OF VIEWING EMAILS

1. from name2. subject line3. preview pane4. open (pre-scroll)5. full open

FROM NAMEB2B company monthly newsletter test:

Unique Open Rate comparing the Sales Representative to the Company name was 2.82% higher after a rela-tionship was formed.

The Trend line below shows growth in a B2C company where purchase behavior played a role in deciding who to send from which resulted in a 2% and eventually 3% increase in open rate. More significant is the consistent decrease in the unsubscribe rate over time.

cffcfffSUBJECT LINESbest practices

–Intrigue–Avoid spammy words–Focus on benefits–Use pyramid writing–Grab them with first 15 characters

SUBJECT LINES

SUBJECT LINES

PREHEADER–Top Left–Objective of email first–Clear and simple call to action–Hyperlinks are placed strategically to eliminate link confusion

PREHEADER

PREVIEW PANE

best practicesPREVIEW PANE

–Sell the next step–Make effecient use of space–Move non-critical things down–Key on top left of email–Use alt tags–Brand yourself

best practicesBODY OF EMAIL

–Use a template–Use compelling headlines–Pictures! With Alt Tags!!–Less is so much more.–Don’t make them think–Remember the text version

BODY OF EMAIL

BASIC MOBILE READY

–Key on subject line and preheader–Keep your layout simple–Design for fat fingers–Enlarge fonts–Use ‘alt’ tags–Be obvious on what they should do–Fewer images is better

Image courtesy of http://webdesignerwall.com

BASIC MOBILE READY

KEY TAKEAWAYS

1. Subject line is first thought, not last.2. Plan for less, not more.3. Mobile use is growing—consider every decision with mobile in mind.4. Provide good content.5. Use engagement to measure

Next Webinar: Tuesday, January 24 “Writing to the Point”

Presented by Christina Noll, Influence Architect and Lisa Wester, Intelligence Director11:00 - 12:00 EST

Demonstration