Email Marketing 101A beginner’s guide to improving your nonprofitorganization’s marketing efforts using email.
Benefits of Email Marketing• Relatively low cost and easy to measure• Fast response and real time• Can segment your list and target customers with theinformation you want them to see• Helps you learn about what your customers want (whatare people opening and what are they clicking on?)• Helps your organization stay top of mind• Can help build loyalty• Opt in and Un-subscribe options
Optimizing Your Brand• Include your brand name in the “From Name”• Use an identifiable “From Address”• Subject line best practices:– Informative, short and recognizable– Aim for 35 characters or less– Don’t use ALL CAPS or “spammy” words– Create a sense of urgency• There’s Still Time, Don’t Miss, Last Chance, Sign-Up By…
Pre-header/Header Best Practices• Include View Online, Unsubscribe and Share links• Use the pre-header or first 100 characters of text tohelp engagement in the inbox• Try to keep the header to less than 150 pixel high toavoid pushing your main message and call toaction too far down• Provide the from email address so the recipient canadd the address to their contacts
Layout and Visual Best Practices• Ideal width is about 500 to 600 pixels, 650 px max.• Vertical layouts are typically better than horizontal.• The eye tends to follow an „F‟ patter so it‟s good tokeep the most important information in that area• Calls-to-action:– Tell the audience exactly what they’ll be doing when theyclick the button: Subscribe, Download, Register, etc.– Keep language short and clear
Layout and Visual Best Practices• Always test your emails with images shut off in thebrowser – the majority of people have images turned offby default• Always put a color behind the images and/or use alt-textfor when images aren‟t showing up• Make images clickable• Text should never be a part of the image, especially if it isa call-to-action such as on a button or navigation• Images can help with engagement when used properlybut they shouldn‟t take away from the main calls-to-action in the content
Cleveland Marathon Email with Images Turned Off
Copy and Content Best Practices• If you use an non-web-safe font, be sure to code aback-up font as well.• Good font sizes are 14px for body copy and 22px orlarger for titles. This allows for decent readability onmobile phones.• Buttons should be at least 45 to 50px high to make iteasier for smart phone users to click.
Copy and Content Best Practices• Use bullet points to highlight main points andbreakup paragraphs that would otherwise beoverwhelming to the audience.• Include links to main sections of your website ifpossible and depending on the purpose of yourmessage. You don‟t want to distract from the overallpurpose of the email, if you are trying to get theperson to take a specific action.
Footer Best Practices• Include the organization‟s complete contact details• Don‟t hide the unsubscribe button – Unsubscribe vs.Reporting as Spam• Include links to main sections of your website ifpossible and depending on the purpose of yourmessage. Good place for social media if not alreadyin header• If it make sense in the copy, tell your reader whythey are receiving the email– They signed up for something, a friend referred them, etc.– This can help decrease spam complaints
Sending Best Practices• The best day of the week and time of day to sendcan vary by audience• Generally, people are most engaged in the morningand at the beginning of the week• Mix up your email topics and content• Reminder emails, follow up emails, thank you forattending/registering, etc.
Miscellaneous Best Practices• Videos are not compatible with all email browsers -Check with your email platform to see if code isprovided that works best with your platform• One solution is to link a video page to a still image• Provide a plain text version that is easy to read,some email platforms will create this automaticallyor you can create something simple with notepad.• Always test in multiple browsers and browserversions: IE, Firefox, Chrome on PC and Mac