Best Practice Guide                             Design for email marketing                             www.eightandfour.co...
So, you’ve been asked to             provide a design for an email             marketing campaign that will            rea...
With such a big audience and a very small amount of       time with which to engage them, the stakes are high.       We wa...
1. Dimensions       Your email campaign should be a maximum of       600px wide                                 6 00 px  B...
2. Preview Panes       Bear in mind that the majority of recipients begin       reading an email within a preview pane (th...
3. Getting past spam filters       Spam filters cause a headache for email marketers.       However, there are clever tric...
4. Delivering your design to different email clients       Just like with different versions of web browsers,       email ...
5. Creating measurable designs       You can track the success of your campaign via the       number of clicks and opens y...
6. Supplying designs for HTML conversion       If you’ve commissioned eight&four to build and       manage your campaign (...
Want to learn more about Design for email marketing?       Talk to us now on 020 7087 1284 about getting started.         ...
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Email Marketing Tips

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Email Marketing Tips

  1. 1. Best Practice Guide Design for email marketing www.eightandfour.com Best Practice Guide www.eightandfour.comDesign for email marketing
  2. 2. So, you’ve been asked to provide a design for an email marketing campaign that will reach a database of potentially 1000’s? Best Practice Guide www.eightandfour.comDesign for email marketing
  3. 3. With such a big audience and a very small amount of time with which to engage them, the stakes are high. We want to help you get the very best results for your client so we’ve put together some best practice tips for creating an optimum layout for your email marketing design. Best Practice Guide www.eightandfour.comDesign for email marketing
  4. 4. 1. Dimensions Your email campaign should be a maximum of 600px wide 6 00 px Best Practice Guide www.eightandfour.comDesign for email marketing
  5. 5. 2. Preview Panes Bear in mind that the majority of recipients begin reading an email within a preview pane (this can be horizontal or vertical). So it’s worth while putting the most important information or call to action at the top of the email. This way you can hopefully grab the attention of your preview pane recipients before they head off elsewhere! Best Practice Guide www.eightandfour.comDesign for email marketing
  6. 6. 3. Getting past spam filters Spam filters cause a headache for email marketers. However, there are clever tricks to help gain you entry to your recipients’ inbox. Try to avoid the following: Using spammy phrases like “Click here!” or “Once in a lifetime opportunity!” Going crazy with exclamation points!!!!!!! USING ALL CAPS Colouring fonts bright red or green Coding sloppy HTML (if we’re handling the HTML conversion then not to worry!) Sending an email that’s nothing but one big image Best Practice Guide www.eightandfour.comDesign for email marketing
  7. 7. 4. Delivering your design to different email clients Just like with different versions of web browsers, email clients handle HTML in different ways. We think it’s important that you are aware of this as it can mean that your designs will look different whether you are delivering to an Outlook recipient or a Gmail recipient (for example). So you don’t get any nasty surprises once the email has gone out ensure that you or your digital agency run the campaign through some delivery software – this will allow you to see how your designs look in different email clients. Best Practice Guide www.eightandfour.comDesign for email marketing
  8. 8. 5. Creating measurable designs You can track the success of your campaign via the number of clicks and opens you receive. However, to really obtain some insight into your database via your campaign then why not incorporate some really strong call to actions within your design and copy. This way, you or your digital agency can monitor the types of messaging that is most popular amongst your audience. Then you can use this information for future campaigns to improve success. Types of call to actions to consider: download pdfs, competition entries, buy now (for e-commerce clients), sign up (data collection) etc Best Practice Guide www.eightandfour.comDesign for email marketing
  9. 9. 6. Supplying designs for HTML conversion If you’ve commissioned eight&four to build and manage your campaign (and you are handling the design) then there are a few things to take into consideration Please provide your designs to us as layered PSD files – in this format we can easily extract all the elements to convert the design online Please do not exceed a design width of more than about 600px Best Practice Guide www.eightandfour.comDesign for email marketing
  10. 10. Want to learn more about Design for email marketing? Talk to us now on 020 7087 1284 about getting started. www.eightandfour.com +44 (0) 20 7087 1284 11 Greek Street, Soho, London, W1D 4DJ Best Practice Guide www.eightandfour.comDesign for email marketing
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