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Quick email best practices overview

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A down and dirty quick overview of simple email best practices for those wanting to get the hands messy with code.

A down and dirty quick overview of simple email best practices for those wanting to get the hands messy with code.

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  • 1. Design Tips for 2012 Quick email best practices overview
  • 2. BILL POWELLInspiration Specialist@billpowellLISA WESTERIntelligence Officer@inboxorange
  • 3. BEST PRACTICES WHAT is the point WHY should they care HOW do they take action People don’t read, they scan.
  • 4. FIVE STAGES OF VIEWING EMAILS 1. from name 2. subject line 3. preview pane 4. open (pre-scroll) 5. full open
  • 5. FROM NAME B2B company monthly newsletter test: Unique Open Rate comparing the Sales Representative to the Company name was 2.82% higher after a rela- tionship was formed. The Trend line below shows growth in a B2C company where purchase behavior played a role in deciding who to send from which resulted in a 2% and eventually 3% increase in open rate. More significant is the consistent decrease in the unsubscribe rate over time.
  • 6. cffSUBJECT LINEScfffbest practices –Intrigue –Avoid spammy words –Focus on benefits –Use pyramid writing –Grab them with first 15 characters
  • 7. SUBJECT LINES
  • 8. SUBJECT LINES
  • 9. PREHEADER–Top Left–Objective of email first–Clear and simple call to action–Hyperlinks are placed strategically to eliminate link confusion
  • 10. PREHEADER
  • 11. PREVIEW PANE
  • 12. PREVIEW PANEbest practices –Sell the next step –Make effecient use of space –Move non-critical things down –Key on top left of email –Use alt tags –Brand yourself
  • 13. BODY OF EMAILbest practices –Use a template –Use compelling headlines –Pictures! With Alt Tags!! –Less is so much more. –Don’t make them think –Remember the text version
  • 14. BODY OF EMAIL
  • 15. BASIC MOBILE READY–Key on subject line and preheader–Keep your layout simple–Design for fat fingers–Enlarge fonts–Use ‘alt’ tags–Be obvious on what they should do–Fewer images is betterImage courtesy of http://webdesignerwall.com
  • 16. BASIC MOBILE READY
  • 17. KEY TAKEAWAYS1. Subject line is first thought, not last.2. Plan for less, not more.3. Mobile use is growing—consider every decision with mobile in mind.4. Provide good content.5. Use engagement to measure
  • 18. Demonstration Next Webinar: Tuesday, January 24 “Writing to the Point” Presented by Christina Noll, Influence Architect and Lisa Wester, Intelligence Director 11:00 - 12:00 EST

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