Email marketing today art

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Email marketing today art

  1. 1. Email Marketing Today Prepared For
  2. 2. TEN MESSAGE DESIGN TIPS
  3. 3. Tip #1
  4. 4. From Address •Friendly, Familiar •Consistent •Branded
  5. 5. Subject Lines •40 Char – Front load important content •Can be longer •Branding •Offer •Urgency •Personalization 5
  6. 6. Tip #2
  7. 7. Above the Fold• 400 height x 500 width Outside• Most important content 500 pixels• Scanable• Should encompass • Offer • Call To Action • Urgency Indication • Brand Above Fold Copy• Words: most 6 characters or less• Sentences: 1.5 – 2 lines Outside• Paragraphs: most no more than 4 lines 400 x 600 pixels• Use bullets to reduce copy• Keep overall design succinct Keep as much of the text as possible “above the fold” to avoid the need scroll 7
  8. 8. Above the Fold – Pre-Header Pre-Header can be displayed as “snippet text” in the Inbox 8
  9. 9. Tip #3
  10. 10. Images •30% Text/Image Ratio •Hosted not Embedded •Sight lines should guide readers eyes 10
  11. 11. Image Blocking 11
  12. 12. Design to Survive Blocked Images Use text not text imagesUse Alt-Tags as copy replacement for images Structure survives blocked images
  13. 13. Tip #4
  14. 14. Structure•Provide Visual Structure With •Color •Borders •White Space•Color should agree with web site•Color variations can dramatically affect response - TEST
  15. 15. Defend Against Context-Sensitive Ads
  16. 16. Tip #5
  17. 17. Focus on GoalsPrimary Goal: Update preferences Secondary Goal: Promote productImages & copy focused only on goals
  18. 18. Tip #6
  19. 19. Design for Touch Functional design, well within 500 pixel widthLarge links are easier to finger-click Provide adequate spacing for fingertips between links
  20. 20. Tip #7
  21. 21. Offer/Call to Action Inline text links in beginning copy Inline text link with active call to action wording Button with active call to action wording and action encouraging 21arrow
  22. 22. Tip #8
  23. 23. Link to Active Content Present static imagesthat link to video, flash, forms, or other active content
  24. 24. Tip #9
  25. 25. Social Networks Expand Virally
  26. 26. Tip #10
  27. 27. Sample Footer Bottom nav-barsupports secondary goals Social Media integration CAN-SPAM addressrequirement fulfilled Text-based Preference update and unsubscribe links Subscribe offer – good for forwards

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