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8 Email
Marketing
Tactics
SIGNUP
GOOD
GOOD
BAD
BEST
BEST
WELCOME
SERIES
GOOD
GOOD
BAD
BEST
BEST
BEST
BEST
BEST
PREHEADER
& SUBJECT
LINE
Under Armour, 5/21/13 — Built To Tackle The
Sun & Sand It's Always Sunny Somewhere —
Shop Now | View Online.
Urban Outfitt...
Victoria’s Secret, 4/16/13 — This one's for you,
Angels... You have asked to receive emails from
Victoria's Secret. If you...
West Elm, 2/18/13 — Today only: free shipping
(plus a Presidents Day surprise) Use promo
code FREE4PRES at checkout, some
...
DEFENSIVE
DESIGN
GOOD
BAD
BAD
BEST
Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recre...
MOBILE
FRIENDLY
43% of all emails sent are
now opened and read on a
mobile device.
Return Path
63% of US consumers say
they delete emails
immediately if they are not
optimized for mobile.
Return Path
• Content is presented in one or two
columns
• No horizontal scrolling
• Font sizes are increased
• No zooming required
• ...
• Contrast – carefully consider your color
choices to ensure the text and images
stand out properly against the background...
• Imagery – Images help tell your
brand’s story, so consider taking
the time to choose artful shots that
complement your m...
Using responsive
design, CareerBuilder
experienced a 15%
increase in open-rate
on smartphones and a
21% increase in click-...
GOOD
GOOD
GOOD
BAD
BEST
BEST
BEST
Using responsive
design, CareerBuilder
experienced a 15%
increase in open-rate
on smartphones and a
21% increase in click-...
PERSONAL-
IZATION
68% of marketers say
personalization based on
behavioral data has high impact
on ROI
Source: eConsultancy, February 2013
72% of marketers say
personalization based on
customer preferences has high
impact on ROI
Source: eConsultancy, February 2...
77% of marketers say
personalization based on
purchase history has high impact
on ROI
Source: eConsultancy, February 2013
41% of consumers buy more
from retailers who send
personalized emails based on
past buying behaviors.
Return Path
Consumers are suspicious of
first-name personalization in
subject lines. Open rates are
lower when it’s used as are click
...
Lenovo, welcome email
Kyle, thank you for signing up. Enjoy your
exclusive Lenovo offer.
Michael’s, progressive profiling ...
68% of marketers say
personalization based on
behavioral data has high impact
on ROI
Source: eConsultancy, February 2013
72% of marketers say
personalization based on
customer preferences has high
impact on ROI
Source: eConsultancy, February 2...
77% of marketers say
personalization based on
purchase history has high impact
on ROI
Source: eConsultancy, February 2013
Outperformed a similar email
by nearly 300% in items of
revenue generated.
UNSUBSCRIBE
GOOD
BAD
BEST
MEASURE-
MENT
Email marketing
generates an average
return on investment of
roughly $40 for every
$1 spent on it.
Source: DMA
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
• Contrast – carefully consider
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• Contrast – carefully consider your color
choices to ensure the text and images
stand out properly against the background.
• Avoid reversing out small text on a dark
background.
• Text Size – 13px for body copy. No
pinching = 15-16px (depending on font)
and preview it on your mobile device.
Design for Legibility

Published in: Technology, Business
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