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 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.
cffSUBJECT LINEScfffbest practices –Intrigue –Avoid spammy words –Focus on benefits –Use pyramid writing –Grab them with first 15 characters
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
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
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