Email Academy 2014 Presentation Slides
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The presentations of the keynote, case studies, and various speakers at Email Academy on November 7, 2014.
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Email Academy 2014 Presentation Slides
- 1. Email Matters Kate Kiefer Lee @katekiefer mailchimp.com
- 2. –McKinsey, 2014 91% of all U.S. consumers still use email daily. http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
- 3. –McKinsey, 2014 Email remains a significantly more effective way to acquire customers than social media— nearly 40 times that of Facebook and Twitter combined. http://www.mckinsey.com/insights/marketing_sales/why_marketers_should_keep_sending_you_emails
- 5. –Ascend2 Digital Marketing Strategy Survey, 2014 “Email’s popularity is due, in large part, to the fact that it is not only the most effective type of digital marketing, it is also the least difficult to execute.” http://ascend2.com/home/wp-content/uploads/Digital-Marketing-Strategy-Summary-Report.pdf
- 7. –Pew Research Internet Project, 2013 In 2013, 52 percent of cell phone owners accessed their email using their phones. http://www.pewinternet.org/2013/09/16/cell-internet-use-2013/
- 9. Email is a medium, not a content type or platform.
- 10. Strengths and opportunities Not tied to a service Opt-in: People ask for it Replies The inbox: Emails don’t flow by in a stream Inexpensive and easy to execute Easy to reach people on mobile
- 11. Types of email newsletters Weekly or monthly newsletter News events and roundups Fundraisers Event invitations E-commerce Letter from the president
- 12. Stanford Center on Philanthropy and Civil Society: Event invitation
- 14. Harvard Center on the Developing Child: Quarterly newsletter
- 15. Berkeley Greater Good Science Center: Monthly update
- 16. Haggerty Museum of Art at Marquette University: Membership drive
- 17. University of Texas Center for Women in Law: Fundraiser
- 18. Use the tools you have Signup forms and groups Reports Segmentation Performance testing A/B testing Automation
- 19. NYT Store: Segmentation and subject line testing Saw 50% increase in sales when they started using segmentation and reports Segmented to most engaged readers and customers Tried out different subject lines Immediate language worked best: “today only,” “five hours away,” etc. https://blog.mailchimp.com/the-new-york-times-store-focuses-on-email-sees-50-increase-in-sales/
- 20. Steve Spangler Science: Browser testing and mobile optimization Tested across email clients and browsers Found that many readers are on mobile 50% increase in ROI for campaigns that were tested Clicks doubled, complaints dropped by a third https://blog.mailchimp.com/steve-spangler-science-experiments-with-inbox-inspector-optimizes-for-mobile-increases-roi-by-50/
- 21. Walker Art Center: Collaboration and editing Subject-matter experts review and comment on their sections Photo editor processes images Design team approves templates Send drafts and tests ahead of time to 30+ people Publication-style process Everyone cares! https://blog.mailchimp.com/behind-the-scenes-of-walker-art-centers-email-collaboration/
- 22. Dropcam: Automation and segmentation Announced iOS update to only iPhone users Add loyal readers who reply and share testimonials to a special segment Put email signup on landing page, then automate a series of emails 100% of newsletter signups from the landing page purchased That’s ALL OF THEM https://blog.mailchimp.com/dropcams-clever-segmentation-and-impressive-conversions/
- 23. Voice and tone Write with personality Think about people’s frame of mind when checking email Reader may be distracted, curious, interested, busy Adapt your tone based on the message: informal, warm, friendly, clear, direct
- 24. Think beyond the message Subject lines Subscribe and unsubscribe flows Header and footer copy Landing pages From address From name
- 25. Tips for subject lines Tell what’s inside, don’t sell what’s inside Don’t repeat subject line for multiple newsletters Stick to 50 characters or less Personalization works So does localization (city name) http://kb.mailchimp.com/campaigns/previews-and-tests/best-practices-for-email-subject-lines
- 29. –David Carr, The New York Times, 2014 “Email newsletters, an old-school artifact of the web that was supposed to die along with dial-up connections, are not only still around, but very much on the march.” http://www.nytimes.com/2014/06/30/business/media/for-email-a-death-greatly-exaggerated.html?_r=0
- 31. Next up: Case Studies from Harvard #digemail
- 32. Building a better daily Gazette Strategy and design for daily emails
- 33. WHO WE ARE
- 34. STRATEGY
- 35. ● Grow readership ● Mobile Friendly ● Clean look to match the newly redesign Gazette website ● Stronger emphasis on photography ● Provide flexibility in format
- 36. CONTENT
- 38. DESIGN
- 39. Before & after
- 40. Benefits
- 42. Build one, save many
- 45. Photography
- 46. A Case for Change Connecting Parents to the College Community November 7, 2014 Colin Manning | Senior Communica1ons Officer, FAS Ana Davis | Director, FAS Communica1ons and Marke1ng Strategy Lori LoTurco | Director of Communica1ons Strategy, Harvard College
- 47. A brief history
- 48. • Lacked parent-‐focused messaging • Incomplete distribu1on list • Needed increased flexibility for mul1ple content types • Anecdotal evidence = newsleLer not engaging Diagnosing the problem
- 49. • Connect current parents to the vibrant life of the college • Ensure we are reaching every parent we can • Draw parents in so they are “plugged into” their children’s Harvard experience • Make parents feel that they are a part of the Harvard community • Let’s give them what they want, while s1ll giving them what we want to give them. Why a redesigned newsleLer?
- 50. • Create a “new voice” that speaks to parents • Content must be fresh and invi1ng. • Limit increased demands on staff 1me • Breakdown communica1ons silos • Develop editorial calendar • Generate a new distribu1on list • A new template for the NewsleLer • Partnerships are key Crea1ng a strategy
- 51. • Important Dates and Resources are a must • Include social/digital content • Repackage GazeLe ar1cles in a way that is not cut and paste • Develop editorial calendar • Generate a new distribu1on list • Include useful contact links and numbers How should template achieve our goals
- 52. • Immediately worked to foster beLer communica1ons among the offices of the College; know who is sending what out to whom and when. • Coordinated with the Parents Fund, AA&D, Freshman Dean’s Office (FDO) and the Office of Student Life (OSL), to determine where our audience overlapped and where there were gaps. • Convened larger group across FAS and the University to share distribu1on lists and discuss how to generate more robust lists. • Alter repurposed content so it addressed parents and did not appear to be simply recycled material. • Work closely with Digital Strategies team (HPAC) to design a new template; one that is not only more visually appealing but also provides flexible “modules” to allow for placement of diverse and more targeted content – text, photos, videos, etc. – which can change from month to month. The Process
- 53. Introducing … The old Harvard College Newsle1er becomes … Harvard College Parents Connec9on
- 54. • Relevant, important information • Visually appealing, large interactive buttons • Action-oriented links Plan Ahead
- 55. • ‘In Case You Missed It’ acknowledges this is repurposed material • Link to Gazette subscription; important feature from previous newsletter In Case You Missed It
- 56. • Action-oriented links; connects to Parents Programs web page. • ‘Did You Know?’ designed to be fun, yet informative, deepening the connection to the community. Get Involved/ Did You Know?
- 57. • A section devoted exclusively to the student experience • Connect to existing social media channel to enhance interactivity Student Experience
- 58. • Chose these specific resources based on anecdotal feedback and input from the College Resources
- 59. Connec1ng the dots • Look at the bigger picture • Not an isolated communica1on – part of a larger suite of resources for parents • Provide more value by inser1ng the newsleLer into a larger communica1ons plan • Raise awareness and increase engagement by promo1ng the family of communica1ons
- 63. Open Rate: • August 59.03% • Sept. 54.57% Click Through: • August 26.83% • Sept. 14.6% Still too early to claim success. Open and click rates very strong, part of this exercise is re-engaging and growing the audience which takes time. Anecdotal feedback has been posi1ve: “Wow, the Instagram dean! This is a new age. The newsle1er thing is good -‐ I don't recall geCng anything like this previous and it sets a nice tone.” – Harvard College parent Were we successful?
- 64. • Informa1on about upcoming events receives the highest clicks; clearly parents want informa1on about “nuts and bolts” informa1on • Many parents want to be engaged and are using the newsleLer as a way to explore how to do so. • Repurposed GazeLe content con1nues to perform about the same. • Connec1ng to exis1ng channels and assets, such as social media is key • Know who your audience is. Working collabora1vely has grown the distribu1on list from about 6,000 parents to over 10,000. • With a more robust list, more eyes are definitely looking at informa1on the College feels is important. Key Takeaways
- 65. Ana Davis, Director Communica1ons Marke1ng and Strategy, FAS Lori LoTurco, Director of Communica1ons Strategy, Harvard College Colin Manning, Senior Communica1ons Officer, FAS A special thank you to Chris Eramo and Catherine Conway of Digital Strategy, and Chris<ne Boehler, Communica<ons Specialist (FAS) for all of their hard work and tremendous insight. Thank you
- 66. A sustainable email Katie Hammer, Digital Communications Specialist, Office for Sustainability, Harvard Digital Strategy
- 67. “Harvard must model an ins1tu1onal pathway toward a more sustainable future.” -‐President Drew Gilpin Faust
- 68. Email by the numbers Sustainability at Harvard List size = 8,500 Distribu1on= Monthly Plakorm = Mailchimp
- 69. Target audience ● Primary: o Undergraduate and graduate students o Administra1ve and facility leaders o Employees, especially Green Teams and Green Offices o Alumni ● Secondary: o Harvard community neighbors (Cambridge/Boston) o Peer higher educa1on ins1tu1ons
- 70. Project goals ● Reinforce sustainability as core University-‐wide priority ● Represent amazing efforts happening across Harvard’s Schools and departments ● Grow subscriber base ● Maintain awesome open rate (~ 22%)
- 71. Must: ● Update outdated email, eliminate extra work ● Align branding, messaging, content strategy (1med with web redesign) ● Be responsive for web, tablet, and mobile viewing and sharing
- 72. Old strategy Labor intensive, monthly-‐themed email (October = Energy 1ps), custom poster design
- 75. Audience survey 300 + respondents (51% staff, 14% students, 5% alumni, 5% faculty) Audience wants: ● Simple, clear direc1ves for living more sustainably (1ps and tools) ● Current sustainability news and stories, profiles recognizing sustainability innovators on campus ● Events, research highlights, and videos
- 76. New strategy Aggregate content from across Harvard and curate community-‐ driven, crowdsourced tools and resources
- 77. Additional strategies ● Provide news and informa1on highligh1ng current work and accomplishments of our community ● Include content that creates a dialogue i.e. features, stories, guest posts ● Develop content that can be shared and reused by our community ● Create an effec1ve design and iden1fy a distribu1on tool ● Establish governance and support ● Support best prac1ces and University standards
- 78. Getting to work ● Audience Survey ● Shared results with team ● Project charter ● Selected platform (mailchimp) ● Worked with web vendors to create template that aligned with new website
- 84. Some awesome stats Open rate = average 25% Click rate = average 6%
- 85. Listen Your audience can, and will, provide direction for your strategy
- 86. Content trumps Don’t worry about length, as long as you’re giving your audience what they want!
- 87. @ Radcliffe Institute Radcliffe Ins9tute E-‐communica9ons Program November 2014
- 88. Who We Are As Harvard’s ins1tute for advanced study, we • GENERATE ideas by scholars, scien1sts, public intellectuals, ar1sts, and students through our three programs: – Fellowship Program – Schlesinger Library on the History of Women in America – Academic Ventures • SHARE ideas through lectures, conferences, performances, and exhibi1ons that are free and open to the public.
- 89. Our Audience We email 27,500 Radcliffe affiliates: • Current and former Ins1tute fellows • Radcliffe Alumnae (‘77 and prior); Harvard-‐ Radcliffe Alumni (‘77-‐’99) • Harvard Alumni • Harvard Faculty • Harvard Graduate and Undergraduate Students • General Public who aLend Radcliffe Ins1tute events or sign up online
- 90. Our Goals • Engage our local, na1onal, and interna1onal audiences in the Radcliffe Ins1tute people, programs, and collec1ons through announcements and news alerts • Invite Radcliffe affiliates to aLend our free and public events
- 93. Our E-communications • We launched our e-‐communica1ons program and plakorm in September 2011 – Harris Tools – Radcliffe Affiliates in Advance Database – New Design • In 2012, we launched radcliffe.harvard.edu, which allows visitors to sign up to receive our news and events • In 2013, we consolidated mul1ple email lists across the Ins1tute that were owned by individual programs.
- 94. Our Design • Promotes the Radcliffe Ins1tute brand • Mo1f consistent with our website • Layout: clean, one column which is more mobile friendly – Tested layouts: 3 columns, right-‐hand sidebar
- 97. Our Segmentation: Geography • Local v. all affiliates event invita1ons • Now, only send to all Radcliffe affiliates for events that are live webcast • Why? The Data
- 99. Our Segmentation: NYC v BOS
- 100. Our Segmentation: Results • NYC v. Greater Boston • BOS: Winter Schedule Heats Up – Opens: 2654, 36.69% – Clicks: 547, 7.48% • NYC: Winter Schedule Heats Up – Opens: 1645, 26.80% – Clicks: 114, 1.18 % • Segmenta1on helped increase engagement with our all affiliates e-‐communica1ons
- 101. Our Results – Geographical Segmentation With geographical segmenta1on, we • Increased our open rates for event invites: – 21.5 percent to 32.3 percent – 50 percent increase • Increased our average click through rate for event invites: – 2.2 percent to 4.7 percent – 113 percent increase
- 102. Our Best Practices • Distribu1on Times – Sending between 7:30 AM–9 AM has generated the highest open and click through rates. • Sender – Our audiences are most engaged in emails from Dean Lizabeth Cohen. • Geographical Segmenta1on – Greater Boston area for events that will not be live webcasts • Calls to Ac1on – The simpler, the beLer
- 106. Our Results: A Look at a Year In the 2014 academic year, we • Increased our average open rate: – 23.55% (2012-‐2013) to 26.90% (2013-‐2014) – 14 percent increase • Increased our average click through rate: – 3.60% (2012-‐2013) to 4.64% (2013-‐2014) – 29 percent increase • Increased our effec1ve rate (unique clicks/unique opens): – To 16.7% – 8 percent increase
- 107. Our Program Results • In three years, we’ve: – Increased reader engagement • Open Rate: increased from 21 percent to 27 percent – 28 percent increase • Click Through Rate: increased from 2.9 percent to 4.3 percent – 48 percent increase • Subscriber List: increased from 23 K to 27.5 K, a growth of 4 K – 17 percent increase – Without a new subscriber base every year (i.e. a gradua1ng class since we only have 50 fellows) this increase highlights engagement from a new subscriber base. – How? Website feature (our highest traffic months generate spikes in sign ups: 100-‐150 per month), Dean’s remarks at events, sign up cards at public events
- 108. Sign up to receive our news and event announcements online! www.radcliffe.harvard.edu Thank You
- 111. Next up: Nuts and Bolts of Email Best Practices #digemail
- 112. Catherine Conway Digital Strategy HPAC | AA&D @catjconway | catherine_conway@harvard.edu
- 113. EMAIL WORKFLOW: 101
- 114. IN RECOGNITION OF THOSE WHO PRESS SEND An ode to those who just press send. Catherine Conway, Digital Strategy @catjconway
- 115. PRESS SEND What does that mean?
- 117. “Email’s popularity is due, in large part, to the fact that it is not only the most effective type of digital marketing, it is also the least difficult to execute. Ascend2 Digital Marketing Strategy Survey, 2014
- 118. EMAIL IS EASY “Press send” gives the impression that there’s one button to push.
- 120. CHECKLIST FOR EMAIL CAPABILITY Strategy What, when, how often Project Management Workflow Creative Copy, design Production Templates, code Development List queries QA Web, email testing Reporting Analytics,
- 121. Pluribus OR Unum
- 122. BUILD PROCESS Workflow and roles
- 124. 36 emails Over 3 months. 1 new platform That we had never used! 7 departments To coordinate!
- 126. EVERYONE GETS A ROLE ○ Owners: responsible for deliverables ○ Feedback providers: give input ○ Approvers: give the green light ○ FYI: get notice on milestones happening
- 127. BREAKING DOWN ‘JUST PRESS SEND’ ○ Strategy/project management ○ Creative ○ Email production ○ Quality assurance ○ List development ○ Support ○ Reporting
- 128. STRATEGY/PROJECT MANAGEMENT ○ Identify goals for □ Overall campaign □ Individual email ○ Consult shared calendar & schedule ○ Create internal test group
- 129. CREATIVE ○ Include messaging & imagery ○ Build in rounds of feedback for drafts ○ Include subject line, preheader, sender name & address, and reply-to address in draft
- 130. PRODUCTION ○ Develop html and text version of email □ Test across platforms as you build □ Test with internal test group ○ Add Google Analytics tagging to email links to track web traffic ○ Schedule for deployment in ESP
- 131. QUALITY ASSURANCE ○ Walk through the entire user experience ○ Make edits as necessary, including: □ Landing page □ Registration/donation process □ Confirmation screen □ Confirmation/thank you email ○ Test the flow again
- 132. LIST DEVELOPMENT ○ Identify your list criteria ○ Work with team to pull list in correct format ○ Upload list to your ESP
- 133. ACTIVATE YOUR SUPPORT TEAM ○ Monitor reply channels: □ Reply inbox □ Help desk inbox/phone ○ Monitor social accounts
- 134. REPORTING ○ Report on relevant email and web analytics ○ Deliver end-of campaign final report/ roll-up
- 136. ORDER IS IMPORTANT ○ Timing can vary ○ Set expectations up front ○ Work backwards from deployment
- 139. Email Best Practices: Technical Tips Melissa Kane | AA&D Marketing and Communications November 7, 2014
- 140. About • Alumni Affairs and Development (AA&D) Marketing and Communications • Support FAS and UDO development initiatives and HAA activities • Strategy, integration, audience segmentation, messaging • Email, web, social, print, events
- 141. What Not To Do
- 142. What Not To Do
- 143. Template Creation
- 144. Basic Guidelines • Following a few basic guidelines will help you avoid common pitfalls: o Simplify o Optimize for mobile o Respect limitations
- 145. Simplify • Keep emails simple: you can’t include everything • Limit the number of images, colors, fonts, and font sizes • More = more likely your email will not render as intended
- 146. Optimize
- 147. Respect Limitations • Different mail clients treat your code differently • Your email won’t look perfect across 100% of clients
- 148. Why Bother? • You want your email to be opened. • You want your email to be read. • You want your recipients to heed your call to action. • By following best practice guidelines, you can create an email that looks great in the majority of mail clients.
- 149. Basics • Container table: 100% width • Content table: 600-650 pixels
- 150. CSS • Cascading Style Sheets (CSS) is a language which describes the look and formatting of an email • CSS separates email content from email presentation (formatting)
- 151. CSS
- 152. CSS • CSS support varies across email clients • For best results, manually style elements • If need be, use Premailer or similar to drop styles in-line
- 153. Common HTML Elements • Some HTML elements are compatible across most email clients: o Font-family o Font-size o Font-weight o Text-align o Text-decoration o Color
- 154. Text • So you want to copy and paste… o Copy and paste text into Notepad or another text editor o Clear formatting o Paste into email
- 155. Text • Never copy and paste directly from Word!
- 156. Text • Best to use a standard font such as: Arial or Georgia • If you must use something else, use a universal font as back-up
- 157. Images • Use .JPG images • .PNG files do not display as consistently • Limit file size • Include width
- 158. Images • Use align and valign elements to dictate alignment • Use padding element to dictate how the area around your image should appear
- 159. Images • Always use alt text: o Gives the recipient information about the image in the event that it does not load o Also used by screen readers
- 160. Images • Never rely on images to convey key information!
- 161. Images • Avoid background images
- 162. Buttons • HTML buttons are preferable to image buttons • Will display even if graphics are turned off
- 163. Testing • Use Litmus or a similar tool to see how your email will render across a variety of clients
- 164. Testing • Open accounts with as many email clients as possible; add these accounts to your test list • Check each account on desktop and mobile • Do not rely on built-in preview mode
- 165. Evaluation • Is text easy to read? • Do graphics display correctly? • Do links function properly? • Does my email look great across a majority of email clients? • Is my email optimized for mobile?
- 166. Learn More • Enroll in a Lynda.com course focused on HTML, Dreamweaver, or email marketing • Take a course in HTML or Dreamweaver at the Center for Workplace Development (CWD)
- 167. Tools • Premailer • Litmus • Lynda.com
- 168. Thank You! Melissa Kane | AA&D Marketing and Communications melissa_bourgoine@harvard.edu
- 169. Slow Down, Daredevil: Best Practices for Email Testing, Analytics, and Reporting Mike Petroff Digital Content Strategist @mikepetroff | #digemail
- 170. Intro Mike Petroff Digital Content Strategist / Office of Digital Strategy
- 171. Topics ● Testing ● Creating test groups ● A/B testing ● Analytics ● Numbers to track ● UTM tracking ● Reporting ● Formats ● Making reports stick credit: Michael Ochs Archives
- 172. So, why test? credit: Donald Horne/Flickr
- 173. Remove the guesswork
- 174. Why Test? ● Test Group Basics ● Include both desktop, mobile ● Sender, subject ● Design, text, links ● Links, tracking (opens/clicks) ● Allow time for adjustments
- 175. Send with confidence credit: Donald Horne/Flickr
- 176. What matters most? credit: C. Alexander Leigh/Flickr
- 177. Email: Numbers that Matter Standard email reports include: ● Open rate (% of email recipients that open) ● CTR (Click-through rate) or link click totals Also consider: ● Effective rate (click rate divided by the open rate) ● Bounce rate (emails sent that could not be delivered) ● Subscription growth ● Unsubscribes ● Variations between email sends
- 178. Email: Numbers that Matter Standard email reports include: ● Open rate (% of email recipients that open) ● CTR (Click-through rate) or link click totals Also consider: ● Effective rate (click rate divided by the open rate) ● Bounce rate (emails sent that could not be delivered) ● Subscription growth ● Unsubscribes ● Variations between email sends But, what about conversions?
- 179. Connecting the dots credit: Franz Lüdicke/Flickr Email send CTR Website conversion
- 180. Email: Analytics and UTM codes Establish consistency in naming: ● Medium (email, social, print, etc) ● Source ● Campaign Name For example, our ‘Medium’ is the most general, then ‘Source’ gets more specific about the type of email, then ‘Campaign’ is the specific name of the campaign. http://www.example.com/?utm_source=weekly- newsletter&utm_medium=email&utm_campaign=best- deals
- 181. Email: Analytics and UTM codes utm_source=newsletter utm_medium=email utm_campaign=hag utm_content=aad_comm_all_alumni_2014-10-24
- 182. Email: Analytics and UTM codes Google ‘url builder’
- 183. Email: Analytics and UTM codes Shared Spreadsheet
- 184. Making it stick, with reporting credit: Tony Hart/Flickr
- 185. Google Analytics dashboards ● Dashboards:
- 186. Google Analytics dashboards Resource: https://www.google.com/analytics/gallery/ Things to consider: ● Site goals and conversion metrics ● Visitor technology (mobile/desktop, screen size) ● Visitor behavior (new/returning, event tracking)
- 187. Distribution examples Daily: Gazette email report Goal: ● Provides overall open/click rate, story clicks ● Compiled in Silverpop, bulleted insights Weekly: Dashboard report Goal: ● Overall top stories, traffic breakdown by Harvard sources (Harvard.edu, daily email, social) ● Compiled through GA Dashboard, with bulleted insights
- 188. Distribution examples Goal: ● Trending analytics and analysis for main Harvard web, email, social properties ● Compiled through several analytics sources, collected in shared Google Doc, bulleted insights Ad-hoc: Snapshot analytics reports Goal: ● Provide consistent, templated approach to collection of web, email, social stats and examples ● Compiled using several analytics sources, collected in shared Google doc Monthly: Monthly analytics report
- 189. Distribution examples Example: Daily Gazette section from Monthly Report
- 190. Thank you! Mike Petroff Digital Content Strategist
- 191. Q&A: Nuts and Bolts of Email Best Practices #digemail
- 192. Next up: It’s a Mobile World #digemail
- 193. Building and optimizing email templates for mobile It’s a Mobile World
- 194. WHY FOCUS ON MOBILE?
- 195. Know your audience
- 196. WHY CAN’T MY EMAIL LOOK THE SAME EVERYWHERE?
- 197. Email client support for CSS
- 199. Wrapper 100% Content Area 600px Preheader Header Body Footer
- 200. Content Area Nested Tables Media Queries table { border-spacing: 0; border-collapse: collapse; } @media only screen and (max-width: 600px) { table[class="body"] .row { width: 100% !important; display: block !important; } } Avoid CSS for layouts
- 201. Preheader PreheaderPlace at the beginning of your body section Can be hidden or displayed in the email itself <body> <span>This is my preheader! </span> <body> <span style = “display: none;”>This is my preheader! </span>
- 202. Header Graphic (100% or fixed width) HEADER TITLE Tagline | November 2014 100% 420px Text (HTML) visual impact not visible by default difficult to read text at small sizes Remember your <alt> text! Always visible limited style options (support for web fonts is limited) easy to edit <img src=”image.jpg” alt=”This is your alt text” /> Header
- 203. Body Text & Images Image basics <img src=”image.jpg” width=”250” height=”180” border=”0” style=”display:block;” /> ● Animated GIFs are supported in most email clients (not Outlook) ● Background images are not widely supported Text Tip: Use non-breaking spaces to prevent orphan text Read more ...about this story. Read more Read more
- 204. RESOURCES Guidelines | Templates | Tools | Testing
- 205. GUIDELINES
- 209. TEMPLATES
- 214. CSS INLINER
- 215. premailer.dialect.ca table.row { padding: 0px; width: 100%; position: relative; } <STYLE> <HTML> <table class="row" style="padding: 0px; width: 100%; position: relative;”>
- 216. TESTING
- 217. Litmus.com
- 218. Litmus.com
- 219. Chrome Browser (Element Inspector)
- 220. THANK YOU!
- 221. Thank you for attending Email Academy! harvard.edu/guidelines #digemail