Anatomy of an EmailBest PracticesforContent components, Layout, DesignGonzalo Mannucci@GonzaloMannucciMonday, June 24, 13
ContentsFocus & contextBest practicesOther resourcesMonday, June 24, 13
Messaging &Content Strategy DeliverabilityBest Practices forContent componentsLengthLayoutFocus & ContextNot the focus of ...
Best Practices: An IllustrationSubject:55 charactersor lessDisplay SenderName*:30 characters orlessHeadline:2-line headlin...
Best Practices: An IllustrationOverall BPs to considerwhen building andtesting content• 50-75% of thecontent should bevisi...
Marketing Sherpahttp://www.marketingsherpa.com/#Which test won?http://whichtestwon.com/MarketingProfshttp://marketingprofs...
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Anatomy of an email

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Anatomy of an email: Structure, layout and content best practices for winning B2B emails

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Anatomy of an email

  1. 1. Anatomy of an EmailBest PracticesforContent components, Layout, DesignGonzalo Mannucci@GonzaloMannucciMonday, June 24, 13
  2. 2. ContentsFocus & contextBest practicesOther resourcesMonday, June 24, 13
  3. 3. Messaging &Content Strategy DeliverabilityBest Practices forContent componentsLengthLayoutFocus & ContextNot the focus of thisdiscussion.Not the focus of thisdiscussion.Focus of this discussion!X XThere are many determinants of a successful marketingemail. Here is our focus for this brief discussion...✔Monday, June 24, 13
  4. 4. Best Practices: An IllustrationSubject:55 charactersor lessDisplay SenderName*:30 characters orlessHeadline:2-line headlinein larger fontabove the foldPersonalizedGreeting:First name,Body:• 1-sentence opener• 2-3 bulleted highlights• Closing sentenceCall to action:• CTA should appear 2-3x inbody of email• Graphic above fold / top right& faux “button” (HTMLcolored cell)Here is an email I created as part of a nurture program I built at Box, which was highly successful.Monday, June 24, 13
  5. 5. Best Practices: An IllustrationOverall BPs to considerwhen building andtesting content• 50-75% of thecontent should bevisible above thefold on any device(with windows atmaximum size)• Optimize and testemails acrossdesktop, tablet, andphone clients (i.e.,responsive designis key) Same email on 3different devices.iPhoneiPadMacBook Air(using Gmail)Monday, June 24, 13
  6. 6. Marketing Sherpahttp://www.marketingsherpa.com/#Which test won?http://whichtestwon.com/MarketingProfshttp://marketingprofs.com/Monday, June 24, 13

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