quick email best practices overview
DESCRIPTION
A down and dirty quick overview of simple email best practices for those wanting to get the hands messy with code.TRANSCRIPT
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