Anatomy of The Perfect Email Design (Part 3) - Header

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Anatomy of the Perfect Email Design (Part 3) Header is a continuation of Anatomy of the Perfect Email Design which is a guide to marketers to design the perfect emails, that will help in more open …

Anatomy of the Perfect Email Design (Part 3) Header is a continuation of Anatomy of the Perfect Email Design which is a guide to marketers to design the perfect emails, that will help in more open rates, more engagement and eventually leading to better conversations.Through the medium of the presentation we want marketers to adopt the latest happenings in the email marketing arena and grow their business.Visit us at http://lyris.com/us-en/

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  • This presentation on Anatomy of the Perfect Email Design is a guide to marketers to design the perfect emails, that will help in more open rates, more engagement and eventually leading to better conversations.Through the medium of the presentation we want marketers to adopt the latest happenings in the email marketing arena and grow their business.Visit us at http://lyris.com/us-en/
  • The next important element in Anatomy of the Perfect Email Design is the Header
  • Now lets understand why is header is so important while designing your email, well the header usually consists of your logo, navigation, forward to a friend, social media icons, phone numbers and any other relevant or useful information that you want your subscribers to have. These are important to get the audience aware and keep them reading ahead of the message body
  • The header is one of the first things that your subscribers will see when they open your email. It’s where people look if they want to click through to a specific section of your website or find your contact details. And for that reason it tends to be one of the most clicked on areas of your email. It’s also somewhere that people tend to click if they don’t see anything in the primary content area that they’re interested in. If you happen to have an email design without any navigation or useful links within the header then I suggest you try adding some and split testing it. I think you’ll find that you get an uplift in your click through rate.
  • Another thing that’s stronglyrecommend when designing your email header is to keep it consistent with your website header. This not only makes your email instantly recognizable but also makes you look more trustworthy. If your branding is off then it’s possible that your subscribers could mistake you for a spammer. Zappos emails are a great example of how to do this right, there’s no mistaking their emails for spam, plus it’s useful to have information like the shipping and returns policy and the customer service phone number.
  • When it comes to optimizing your email header for mobile it’s better to simplify rather than trying to squeeze everything in since space on mobile devices is a very precious commodity. By using a responsive design to hide your navigation and other links you allow the subscriber to focus on your primary message and as we saw earlier, mobile users are often multitasking while they use their device, so the less distractions you have, the better.
  • This is a great example of how to optimize an email header for mobile from John Lewis and probably an ideal solution for most companies out there. They’ve used a responsive design to hide everything within the header apart from the logo and the first four navigation links. It’s simple and doesn’t detract from the primary message but still gives subscribers a few other opportunities to click through.
  • Key points for your email header –Make sure that it contains a logo, navigation, social media links and any other information that might be useful for your subscribers such as phone numbersKeep the branding consistent with your website as this will help make your email look more trustworthy and instantly recognizableAnd finally simplify it for mobile users with a responsive design
  • Next elementin Anatomy of the Perfect Email Design is Primary Message

Transcript

  • 1. © 2012 Lyris | 1 | Andrew King, Sr. Strategy Consultant, Lyris Anatomy of the Perfect Email Design (Part 3)
  • 2. Header
  • 3. © 2013 Lyris | 3 | Header What is it?
  • 4. © 2013 Lyris | 4 | Header Why is it important?
  • 5. © 2012 Lyris | 5 | Keep it consistent Email Website
  • 6. © 2012 Lyris | 6 | Simplify for mobile
  • 7. © 2012 Lyris | 7 | Simplify for mobile
  • 8. © 2013 Lyris | 8 | Header Key points  Your header should contain your logo, navigation, social media links and any other useful information  It should be consistent with your website header to make it instantly recognizable  Simplify for mobile users
  • 9. Primary Message Next Element Anatomy of The Perfect Email Design