Design Tips for 2012      Quick email best      practices overview
BILL POWELLInspiration Specialist@billpowellLISA WESTERIntelligence Officer@inboxorange
BEST PRACTICES   WHAT is the point   WHY should they care   HOW do they take action   People don’t read, they scan.
FIVE STAGES OF VIEWING EMAILS   1. from name   2. subject line   3. preview pane   4. open (pre-scroll)   5. full open
FROM NAME  B2B company monthly newsletter test:  Unique Open Rate comparing the Sales Representative  to the Company name ...
cffSUBJECT LINEScfffbest practices     –Intrigue     –Avoid spammy words     –Focus on benefits     –Use pyramid writing  ...
SUBJECT LINES
SUBJECT LINES
PREHEADER–Top Left–Objective of email first–Clear and simple call to action–Hyperlinks are placed strategically to elimina...
PREHEADER
PREVIEW PANE
PREVIEW PANEbest practices     –Sell the next step     –Make effecient use of space     –Move non-critical things      dow...
BODY OF EMAILbest practices     –Use a template     –Use compelling headlines     –Pictures! With Alt Tags!!     –Less is ...
BODY OF EMAIL
BASIC MOBILE READY–Key on subject line and preheader–Keep your layout simple–Design for fat fingers–Enlarge fonts–Use ‘alt...
BASIC MOBILE READY
KEY TAKEAWAYS1. Subject line is first thought, not last.2. Plan for less, not more.3. Mobile use is growing—consider   eve...
Demonstration  Next Webinar: Tuesday, January 24  “Writing to the Point”  Presented by Christina Noll,  Influence Architec...
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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.

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Quick email best practices overview

  1. 1. Design Tips for 2012 Quick email best practices overview
  2. 2. BILL POWELLInspiration Specialist@billpowellLISA WESTERIntelligence Officer@inboxorange
  3. 3. BEST PRACTICES WHAT is the point WHY should they care HOW do they take action People don’t read, they scan.
  4. 4. FIVE STAGES OF VIEWING EMAILS 1. from name 2. subject line 3. preview pane 4. open (pre-scroll) 5. full open
  5. 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. 6. cffSUBJECT LINEScfffbest practices –Intrigue –Avoid spammy words –Focus on benefits –Use pyramid writing –Grab them with first 15 characters
  7. 7. SUBJECT LINES
  8. 8. SUBJECT LINES
  9. 9. PREHEADER–Top Left–Objective of email first–Clear and simple call to action–Hyperlinks are placed strategically to eliminate link confusion
  10. 10. PREHEADER
  11. 11. PREVIEW PANE
  12. 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. 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. 14. BODY OF EMAIL
  15. 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. 16. BASIC MOBILE READY
  17. 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. 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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