Creating Email Campaigns that Work: A Focus on Design Elements

Editor's Notes

• #10: 32 Million emails per second
• #11: email marketing is going to remain a top priority for companies in 2016
• #12: 68 percent of teens and 73 percent of Millennials said they prefer to receive communication from a business via email. In addition, more than half rely on email to buy things online.
• #13: 71.8 percent) say they are planning to spend more time on email production and more than four out of five (86.7 percent) report that they will increase email marketing budgets this year.
• #14: Additionally, of the 86.7 percent of the survey's respondents said they would spend more money on email marketing this year. The increased budget is expected to be spent on:
• #20: Making it into the inbox is one of the more ambiguous, misunderstood elements of sending great email. Marketers often mix up a key distinction: delivery vs. deliverability. Though the terms are often used interchangeably, they have very different meanings.
• #32: Return Path, 65 characters seems to be a sweet spot for email subject lines, which is about 15 characters more than the average subject line. When subject lines are 61-70 characters long, they tend to get read. However, most email subject lines are between 41 and 50 characters.
• #39: Does your email include a special offer? Let your audience know in the preheader text what awaits them upon opening the email. The Honest Company also does a nice job of referencing a non-sale related incentive in their preheader tex Increased opens by 26%
• #40: PetCareRx does a really nice job with this subject line + preheader text combination. They’ve personalized the message (with my dog’s name, Fenway), let me know about the 75% off discount being offered and referenced the classic Baha Men earworm, Who Let the Dogs Out.
• #53: iOS Mail Apple Mail
• #62: as your content is brief, entertaining, and fresh, Millennials very well might even share it with their friend group.
• #63: This Clinique email is an excellent example of the Rule of One at work. It is clearly targeted at one audience, men, who are interested in one goal, getting their "skin in shape for summer." Not to mention, the CTAs are strong and actionable.
• #64: Start with what is important Short sentences, she won't remember the beginning by the time she gets to the end Simple words
• #68: Keep it simple Single column layout is most-readable on mobile Keep important information at the top Get your “call to action” across quickly
• #69: Scalable design can be defined as any design that works well across both desktop and mobile without using code to adjust table or image sizes, or display or hide content between the two platforms. typically the easiest to implement. Since scalable emails don’t adjust the widths of tables or images between devices, and don’t use CSS media queries
• #70: Fluid emails use percentage-based sizing to make the width of tables and images adapt to the screen size on which they are viewed fluid designs typically work best for text-heavy layouts since there’s less control over how copy and images relate to each other.
• #73: Fluid tables and elements by default Max-width CSS to constrain widths on desktop MSO conditional comments to constrain widths in Outlook
• #87: support and how-to
• #91: What movie is this from?
• #96: Take a look at an example from GetResponse on how a landing page SHOULD look on your desktop and your mobile.
• #98: This suggests smartphones are more of browse or research platform rather than a buy platform since many of the  Smartphone experiences should be personalized to show this different form of usage. Lead generation and acquisition Revisit on Desktop