How to Create Great Emails that get Opened and Clicked
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How to Create Great Emails that Get Opened and Clicked ...
How to Create Great Emails that Get Opened and Clicked
Justine Jordan Marketing Director, Litmus
Making a good ﬁrst impression, Creating an excellent subscriber experience, A/B test ideas, Lots of best practices along the way
Banner Ads $2 for every $1 spent
Keyword Ads $17 for every $1 spent
Email Marketing $40 for every $1 spent
Email gets more clicks.
You get the point.
Email is: A unique medium with unique considerations
Email is not: A JPG, A print ad, A banner ad, A one-page website
Emails are not weapons of mass destruction
Every email should have a purpose.
The email experience
no-reply is a no-go
Be on-brand and relevant
Symbols in subject lines. Can increase open rates.
No such thing as a perfect subject line
Preheader Best Practices
These are bad preheader examples
These are good preheader examples Helpful, smart, funny, engaging
Optimizing the “Envelope Fields” From Name
Don’t count on images showing up
Convey your message without images
Be aware, not afraid, of the fold
Content and visual hierarchy, Prune extraneous & irrelevant content
Create click opportunities
Tell the subscriber what to do!
What is the message?
What should I do?
Call to action best practices
Bulletproof bu ons are visible when images aren’t
Don’t forget the landing page
Is this a positive experience?
Don’t forget the text version
Designing for purpose
Some tests we’ve run.
Version A: Green button Version B: Blue button
no change Version A: Green button Version B: Blue button
Version A: Start testing Version B: Read our overview
2x clicks Version A: Start testing Version B: Read our overview
Subject line A: Don’t forward this! Subject line B: The best way to share emails
Some tests we’ve run. Subject line A: Don’t forward this! Subject line B: The best way to share emails 54% more clicks
Testing can be simple or complex.
Design A Design B Design C
Design C, Outperformed Control CTR by 26%, Outperformed Projected revenue of 2nd place by 4%
Design A Design B Design C
Design B, Outperformed 2nd place by < 2%, Outperformed control CTR by 26%, Outperformed unsubscribe rate by 15.9%
The uniqueness of email goes beyond design
HTML coding / rendering, HTML for email is not HTML for the web, Avoid CSS for positioning or layout, Code like it’s 1999!
Rendering, TEST, Only comprehensive testing will ensure that your email appears the way you want it to in your subscriber’s inbox
TAKEAWAYS: 1 Design for your subscribers, 2 For every email, ask: What am I trying to say? How will subscribers take action? Where are they going next?
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