Quick email best practices overview
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The document outlines best practices for email design and engagement, emphasizing the importance of subject lines, preview panes, and mobile-friendly content. Key takeaways include the necessity of compact and clear messaging tailored for mobile users, as well as the significance of engagement metrics to measure effectiveness. A webinar titled 'Writing to the Point' is scheduled for January 24, focusing on concise communication.
Quick email best practices overview
- 1. Design Tips for 2012 Quick email best practices overview
- 2. BILL POWELL Inspiration Specialist @billpowell LISA WESTER Intelligence Officer @inboxorange
- 3. BEST PRACTICES WHAT is the point WHY should they care HOW do they take action People don’t read, they scan.
- 4. FIVE STAGES OF VIEWING EMAILS 1. from name 2. subject line 3. preview pane 4. open (pre-scroll) 5. full open
- 5. FROM NAME B2B 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.
- 6. cff SUBJECT LINES cfff best practices –Intrigue –Avoid spammy words –Focus on benefits –Use pyramid writing –Grab them with first 15 characters
- 9. PREHEADER –Top Left –Objective of email first –Clear and simple call to action –Hyperlinks are placed strategically to eliminate link confusion
- 10. PREHEADER
- 11. PREVIEW PANE
- 12. PREVIEW PANE best practices –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
- 13. BODY OF EMAIL best practices –Use a template –Use compelling headlines –Pictures! With Alt Tags!! –Less is so much more. –Don’t make them think –Remember the text version
- 14. BODY OF EMAIL
- 16. 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
- 18. 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
- 19. Demonstration Next Webinar: Tuesday, January 24 “Writing to the Point” Presented by Christina Noll, Influence Architect and Lisa Wester, Intelligence Director 11:00 - 12:00 EST