Email Marketing Best Practices

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    Email Marketing Best Practices - Presentation Transcript

    1. Knotice Overview and Capabilities Prepared for Insight Communications March 7 th , 2008 Email Marketing Best Practices Prepared for XXXXXX XXXXXX
      • Focus on the user experience
        • How do they receive it?
        • What first impression does it make?
        • What is their time commitment required?
      • Design for the medium; don’t just repurpose creative. What works in print doesn’t necessarily work for email.
      • Goals are to get opens and clicks
        • Opens determined by subject, from address and preview pane
        • Clicks determined by creative elements and the offer/call-to-action
      Best Practices
      • DO: Make your messaging short and succinct
      • DO: Write copy that is scannable
        • Bullets
        • Bolded points
        • Text links – these consistently outperform other clickable items
      • DO: Have clear calls-to-action
      • DO: Put your primary message in text (not an image) in the first few hundred pixels
      • DO: Use dynamic content when appropriate
      Copy – Do:
      • DON’T: Use text as images except when necessary to preserve branding (logo, tagline, etc.) If you’re not providing HTML, this means using web safe fonts:
      • DON’T: Use generic calls-to-action like “click here” when more descriptive, “action” words are available ( Learn more or upgrade now .) A good call to action compels the user to click by establishing their expectations of what will happen.
      Copy – Don’t:
            • Arial
            • Verdana
            • Courier New
            • Trebuchet MS
            • Times New Roman
            • Lucida Sans
      • DO: Use ALT tags for all images
      • DO: Use images judiciously in preview pane area
      • DO: Use “buttons” or other physical metaphors for calls-to-action that are image based (second best performing)
      • DO: Test/preview with images disabled
      Images – Do: Images enabled Images disabled
      • DON’T: Rely solely on images – try to keep a reasonable ratio of text and images
      • DON’T: Resize images with code
      • DON’T: Use image maps
      Images – Don’t: Image-only email before images load
      • DO: Restrain width to 650 pixels maximum
      • DO: Treat the first 300 pixels (width and height) as your “golden” zone
      • DO: Use colors for background treatments (solely or in addition to images)
      • DO: Review creative as a 1/3 rd screen, both horizontally and vertically, to accommodate preview panes.
      Layout – Do:
      • DON’T: Use complicated HTML or CSS
      • DON’T: Use DIV tags or “float” styles – “old school” table layout works best.
      • DON’T: Use any Flash, JavaScript, frames, ActiveX, Dynamic HTML or animation
      • DON’T: Rely on the email to tell the whole story. Landing pages are just as important. They should complement, but not duplicate your messaging.
      Layout – Don’t:
      • DO: Get you point across in the first 40 characters - depending on the email client this may be all that is seen
      • DO: Retain common elements for recurring emails ( October Newsletter: for example)
      • DO: Highlight a feature, call-to-action, or offer that benefits the recipient.
      Subject Lines – Do:
      • DON’T: Use anything misleading in your subject line
      • DON’T: Bury the lead – cleverness is seldom as effective as a clear message.
      • DON’T: Try to accomplish too much. Your goal is to get the reader to open the email.
      • DON’T: Rely on special characters like™ © ® or € as these often break in some email clients
      Subject Lines – Don’t:

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