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Email Review - Design & Creati ve Checklist
 

Email Review - Design & Creati ve Checklist

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This actionable checklist is a compilation of Marketo best practices around deliverability and email marketing.This comprehensive pre-flight check maximizes the probability of the email reaching the ...

This actionable checklist is a compilation of Marketo best practices around deliverability and email marketing.This comprehensive pre-flight check maximizes the probability of the email reaching the intended inbox,
all before the marketer hits send. Using this checklist will ensure that all deliverability best practices are implemented before any marketing campaign
launches.

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    Email Review - Design & Creati ve Checklist Email Review - Design & Creati ve Checklist Document Transcript

    • Email Review - Design & Creative Checklist
    • This acti onable checklist is a compilati on of Marketo best practi ces around deliverability and email marketi ng.This comprehensive pre-fl ight check maximizes the probability of the email reaching the intended inbox, all before the marketer hits send. Using this checklist will ensure that all deliverability best practi ces are implemented before any marketi ng cam- paign launches. Introduction Email Review - Design & Creati ve Checklist 1 © 2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitt er.com/marketo | blog.marketo.com
    • Email Review - Design & Creati ve Checklist 2 Message & Creative Off er and content match subject line Yes No Off er explains what’s in it for me (WIIFM) Yes No Headlines are calls-to-acti on Yes No Scanable content blocks Yes No Bullet points Yes No Images support copy Yes No Images don’t replace copy Yes No Image-based calls-to-acti on Yes No All images are clickable Yes No Full images clickable (No image maps) Yes No Text based calls-to-acti on Yes No Acti on words clickable (most verbs clickable) Yes No Sense of urgency Yes No Obvious pricing (i.e. Sale) Yes No Reader reviews / Testi monials Yes No Brand & Design – Conversion Optimization Brand Recognition Elements Recognizable brand name and message purpose Yes No Clear message purpose Yes No • Operati onal • Marketi ng Brand is included in Friendly from address (Display name) Yes No Email alias Yes No Subject line Yes No Design Impact Elements Good value statement/snippet text Yes No Viewable online link Yes No Alt tags on images Yes No Company logo included Yes No Brand name in text copy Yes No © 2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitt er.com/marketo | blog.marketo.com
    • Preview Pane Elements Where the viewer decides to read the email: • How does the preview pane look with images turned off /on? • How does the key area of 2-3 inches of screen look? • Is the snippet text compelling? Value statement or table of contents (TOC) present Yes No Viewable online link Yes No View mobile link Yes No Logo (with alt text) Yes No Clear call-to-acti on above the fold Yes No Layout Standard screen resoluti on (1024 x 768): Masthead pixels Width (550 - 650 ideal) Height (200 - 400 ideal) Color use Tables based placement Yes No Bulleted text Yes No Alt text bullet images Yes No Trust Center Unsubscribe language Yes No Company name Yes No Company address / Phone Yes No Company URL Yes No Privacy policy URL Yes No Copyrights / Trademarks Yes No “You have received this email because” Yes No “This email was sent to” Yes No “Add to address book” Yes No Change email preferences Yes No Viral Growth & User Generated Content Items to experiment with in your emails. Forward-to-friend Yes No Subscribe Yes No Comments Yes No Membership programs Yes No Feedback Yes No Survey Yes No Email Review - Design & Creati ve Checklist 3 Under 550 550-600 600-650 Over 650 Under 200 200-300 300-400 Over 400 Fonts Links Borders Cells © 2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitt er.com/marketo | blog.marketo.com
    • Blog Yes No Video links Yes No Search Yes No Editorials` Yes No Common Spam Signatures to Avoid Avoid these to avoid content based filtering: • Font Size (8pt < >14pt) Yes No • Repetitive use of key words Yes No • Flash or rich media Yes No • Misspelled words Yes No • Invisible fonts (white on white) Yes No • Full capitalization of words Yes No • Light grey/red fonts Yes No • Non-ASCII characters Yes No • Missing <title> tag Yes No • Phishing URL Yes No • Java script Yes No • Attachments Yes No • Forms Yes No • Embedded images Yes No For more best practices and tools on email deliverability, visit Marketo’s Resource Center: http://www.marketo.com/b2b-marketing-resources/category/best-practices/email-deliverability © 2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitter.com/marketo | blog.marketo.com