Email Tips &
Tricks
Today, we’ll cover...
● Getting people to OPEN your email.
● Getting people to READ your email.
● Getting people to DO SOM...
Boosting Email Opens
Don’t Look Spammy
● Avoid Spam Trigger words.
○ These can be surprising…

● Don’t use lots of exclamation points!!! I mean...
Don’t Look Spammy
● Don’t paste content from Word.
● Do Not Paste Content from Word.
● DO NOT PASTE CONTENT FROM WORD!
● W...
Subject Line
Subject lines are to emails what envelopes are to
direct mail pieces.
● Good subject lines are:
○ Clear
○ Bri...
Clarifying Your Subject Line
If the reader can’t tell what they’re going to get
from reading your email, why would they sp...
Keeping Your Subject Brief
50 characters is plenty, for most audiences.
Example: 10 Ways You Can Save Puppies from the
Pli...
Interesting Subject Lines
●
●
●
●

Useful & Specific
Urgent (but only when it really is!)
Evoke Emotion
Inspire Curiosity
...
More on Interesting Subject Lines
These items can be used with good results:
● Questions - What Do Puppies Need Most?
● Nu...
Subject Line Don’ts
● ALL CAPITALS
● Exclamation points!!!
● Words like “Free”, “Help”, “Percent Off”, and
“Reminder”
● Us...
Sender/From Line
● Use a work-related address
● Consistent, Known Sender Name
○ Include the org name first (e.g. People fo...
When You Send It
● Consider both Time and Day of the Week
● It can vary depending on your audience and
your email’s conten...
Getting People to Read It
A Caveat...
Getting people to read what you wrote is
not always the most important thing…
...as long as they get your mess...
Use the Right Amount of Text
● Less is More!
○ 750 words max.
○ Put in a snippet that links to full article on your
site, ...
Use Images Correctly
● Never, ever, ever create an email that is one
giant image.
● Set Image Description.
● Use smaller i...
Make it Purty
● Would you want to read these emails? Would
you take them seriously if you did?
● Think of the colors and f...
Selecting Colors
● Lots of bright colors together can be garish, as
can too many colors.
● Matching your organization’s br...
Selecting Fonts
● Best to stick with fewer fonts - 2 max, one for
headings and one for text, works well.
● Aim for readabi...
Provide Good Content
● We could spend a whole hour (or several) on

this! (And if there’s interest, we will!)
● Suffice it...
Getting People to DO Something
Is reading the email enough?
● Sometimes, yes. If your goal is awareness or
cultivation, then a reader opening the email a...
Using Links Well
● Link to related content on your site.
● Link to your donation page (yes, even in a
Newsletter).
● The l...
Formatting Links
● Make them stand out from the other content.
○
○
○
○

Bold, underline, a different color.
Don’t use the ...
Formatting Links
● Make the link text just a few words - 2-5 max.
● Set a Title on your links!
● Make sure the link goes t...
Link tracking
● Link tracking occurs automatically in
Bloomerang.
● Check to see which links get clicked - that can
drive ...
Question Time!
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Customer Webinar - Email Best Practices

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Email tips and tricks from Bloomerang!

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Customer Webinar - Email Best Practices

  1. 1. Email Tips & Tricks
  2. 2. Today, we’ll cover... ● Getting people to OPEN your email. ● Getting people to READ your email. ● Getting people to DO SOMETHING from your email.
  3. 3. Boosting Email Opens
  4. 4. Don’t Look Spammy ● Avoid Spam Trigger words. ○ These can be surprising… ● Don’t use lots of exclamation points!!! I mean it!! ● Don’t use ALL CAPITALS. ● Balance your text-to-image ratio. (More on this later…) ● Send a test email to a spam checker, like mailtester.com
  5. 5. Don’t Look Spammy ● Don’t paste content from Word. ● Do Not Paste Content from Word. ● DO NOT PASTE CONTENT FROM WORD! ● Word’s formatting is not good HTML. This can mess up your template AND possibly lead you to be flagged as spam.
  6. 6. Subject Line Subject lines are to emails what envelopes are to direct mail pieces. ● Good subject lines are: ○ Clear ○ Brief ○ Interesting
  7. 7. Clarifying Your Subject Line If the reader can’t tell what they’re going to get from reading your email, why would they spend their time reading it? Example: A Word from People for Puppies Better: 10 Ways You Can Save Puppies
  8. 8. Keeping Your Subject Brief 50 characters is plenty, for most audiences. Example: 10 Ways You Can Save Puppies from the Plight of Parvovirus Better: 10 Ways You Can Save Puppies from Parvo
  9. 9. Interesting Subject Lines ● ● ● ● Useful & Specific Urgent (but only when it really is!) Evoke Emotion Inspire Curiosity Example: Save Puppies from Parvo Better: Rescue 10 Puppies from Parvo This Month Better: Rescue 10 Puppies from Parvo in 5 minutes
  10. 10. More on Interesting Subject Lines These items can be used with good results: ● Questions - What Do Puppies Need Most? ● Numbers - 5 Breeds Most in Danger from Parvo ● Violating Expectations - No Such Thing as a Vaccinated Dog Be careful - when in doubt, stick to clear and concise over clever and obscure.
  11. 11. Subject Line Don’ts ● ALL CAPITALS ● Exclamation points!!! ● Words like “Free”, “Help”, “Percent Off”, and “Reminder” ● Using the same subject over and over ○ Instead of “November eNews”, think along the lines of “What are Puppies Thankful for this November?”
  12. 12. Sender/From Line ● Use a work-related address ● Consistent, Known Sender Name ○ Include the org name first (e.g. People for Puppies, Kay Nine) ○ Be consistent on who is sending what type of messages to build familiarity with recipients ● Don’t use a “no reply” email address
  13. 13. When You Send It ● Consider both Time and Day of the Week ● It can vary depending on your audience and your email’s contents. ● Research indicates: ○ Afternoon is better (get people on their lunch break!) ○ Weekdays perform better than weekends
  14. 14. Getting People to Read It
  15. 15. A Caveat... Getting people to read what you wrote is not always the most important thing… ...as long as they get your message and take the desired action. More on this later.
  16. 16. Use the Right Amount of Text ● Less is More! ○ 750 words max. ○ Put in a snippet that links to full article on your site, like this email. ● Avoid large blocks of text. Break things up with images and headings.
  17. 17. Use Images Correctly ● Never, ever, ever create an email that is one giant image. ● Set Image Description. ● Use smaller image files. ○ Jpeg Mini ○ Radical Image Optimization Tool (RIOT) ○ Smush.it or Kraken ● No more than 25% of your email should be images.
  18. 18. Make it Purty ● Would you want to read these emails? Would you take them seriously if you did? ● Think of the colors and fonts in your email like putting together an outfit: ○ Pick ones that look good together. ○ Don’t have too much going on, or its distracting.
  19. 19. Selecting Colors ● Lots of bright colors together can be garish, as can too many colors. ● Matching your organization’s brand. ○ ColorZilla plugin ○ Or, upload a screenshot to Image Color Picker ● Use a color visualization tool like Color Scheme Designer or Color Hexa
  20. 20. Selecting Fonts ● Best to stick with fewer fonts - 2 max, one for headings and one for text, works well. ● Aim for readability ○ Sans-serif fonts for body text (Arial, Tahoma, Trebuchet, Verdana) ○ Serif fonts for headings (Georgia, Palatino, Times New Roman) ○ Dark font on light background ○ 10 point (13px) minimum (Pixel to Point Converter)
  21. 21. Provide Good Content ● We could spend a whole hour (or several) on this! (And if there’s interest, we will!) ● Suffice it to say, if what you write isn’t relevant or interesting to your recipients, it will not get read.
  22. 22. Getting People to DO Something
  23. 23. Is reading the email enough? ● Sometimes, yes. If your goal is awareness or cultivation, then a reader opening the email and reading it is enough. ● But...how do you know they read it? ● Give them something to DO as a result - give them links!
  24. 24. Using Links Well ● Link to related content on your site. ● Link to your donation page (yes, even in a Newsletter). ● The links should make sense and be useful don’t put random links in just to have some.
  25. 25. Formatting Links ● Make them stand out from the other content. ○ ○ ○ ○ Bold, underline, a different color. Don’t use the same formatting elsewhere. Avoid underlining non-link text. Blur your eyes - can you still locate the links? ● Don’t use generic phrases like “Click Here”. Link to text that indicates what the reader will get from the link. ○ Bad: Click here for info on Parvo virus… ○ Good: Parvo virus can be deadly for...
  26. 26. Formatting Links ● Make the link text just a few words - 2-5 max. ● Set a Title on your links! ● Make sure the link goes to where it should go, and the page is not broken!
  27. 27. Link tracking ● Link tracking occurs automatically in Bloomerang. ● Check to see which links get clicked - that can drive what links you use in the future.
  28. 28. Question Time!

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