The document provides tips for improving email marketing effectiveness. It discusses getting people to open emails by avoiding spammy elements like excessive capitalization or exclamation points. The subject line should be clear, brief and interesting. Images should comprise no more than 25% of the email and be optimized for size. Content should be visually appealing, concise and relevant. Links should be prominently formatted and direct the recipient to take a desired action like donating or accessing additional content. Tracking link clicks provides insights on engaging future recipients.

1. Email Tips &
Tricks

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. Boosting Email Opens

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. 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. Subject Line
Subject lines are to emails what envelopes are to
direct mail pieces.
● Good subject lines are:
○ Clear
○ Brief
○ Interesting

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. 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. 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. 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. 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. 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. 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. Getting People to Read It

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. 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. 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. 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. 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. 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. 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. Getting People to DO Something

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. 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. 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. 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. 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. Question Time!