Great design is more than stunning graphics—it's a key strategy to unlocking the success of email. And as one of digital marketing's highest performers, email requires its own unique set of content, marketing, and design considerations. Discover the six stages of the inbox experience and pick up actionable tips to help you create amazing emails that get opened, clicked, and stay out of the spam folder.
22. Use this
!
#ffffff
bgcolor
individual properties
width=“100”
style=“…”
align=“left”
!
Not this
!
#fff or rgb
background-color
shorthand
width:100px
<style>
text-align:left
#SearchLove @meladorri
24. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ What is recognizable, trustworthy and
relevant?
‣ Does the subscriber have a relationship
with a person or the brand?
#SearchLove @meladorri
25. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
#SearchLove @meladorri
26. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
#SearchLove @meladorri
27. 1 Free is OK
2 Shorter=better?
3 Relevance!
4 Useful + specific
5 Test, test, test
https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic
#SearchLove @meladorri
28. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
#SearchLove @meladorri
30. ✔
✔
✔
FROM NAME SUBJECT
✘
✘
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
31. FROM NAME SUBJECT
Pre-header text A/B Tests:
30%+ CTR Boost
#SearchLove @meladorri
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
<div style="line-height:1px;font-size:
1px;color:#FFFFFF;display:none;">
!
Insert your magically appearing/disappearing
preheader text here!
!
</div>
32. FROM NAME SUBJECT
#SearchLove @meladorri
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
75%
of emails are displayed with preview text
33. FROM NAME
~25 characters
25% of the inbox
!
!
~35 characters
25% of the inbox
!
!
~85 characters
50% of the inbox
SUBJECT LINE
PREHEADER
FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
35. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
#SearchLove @meladorri
36. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
<img alt="Litmus" width="200" height="50"
style=“font-family: Arial; color: #ffffff; font-size:
20px" border="0">
#SearchLove @meladorri
Guide to styled ALT text: http://bit.ly/styledALT
Guide to image blocking: http://bit.ly/image-block
37. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
#SearchLove @meladorri
38. “Does your iPhone fold…?”
FROM NAME SUBJECT
#SearchLove @meladorri
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
39. FROM NAME SUBJECT
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
“Scrolling is easier than clicking.”
#SearchLove @meladorri
40. FROM NAME SUBJECT
LINE
‣ Minimize friction
‣ Be clear and concise
‣ Test buttons vs. text
‣ Use active language
‣ Consider size,
placement,
color, and context
PREHEADER OPEN TAP/CLICK PAGE/SITE
#SearchLove @meladorri
41. FROM NAME SUBJECT
<table border="0" cellspacing="0" cellpadding="0">
<tr>
<td bgcolor="#cccccc" style="padding: 12px 18px 12px 18px; -webkit-border-radius:
3px; border-radius:3px" align="center"><a href="https://litmus.com/”
style="font-size: 16px; font-family: Helvetica, Arial, sans-serif; color: #ffffff;
text-decoration: none;">Litmus</a>
</td>
</tr>
</table>
#SearchLove @meladorri
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
h"p://bit.ly/bulletproof-‐bu"ons
42. FROM NAME SUBJECT
#SearchLove @meladorri
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
43. FROM NAME SUBJECT
#SearchLove @meladorri
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
44. FROM NAME SUBJECT
#SearchLove @meladorri
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
… add to cart?
45. #SearchLove @meladorri
‣ Create hierarchy with
symbols
‣ Avoid hard breaks
‣ Put links on a new line
‣ Tabs, spacing and CAPs to
organize
‣ Convey imagery with text
47. WHO
WHAT
‣ Register for a webinar
‣ Read an article
‣ Buy something
WHEN
‣ Triggered vs. mass
‣ Drip or automation
‣ Behavioral-based
‣ Day and time
WHERE
‣ Mobile / tablet
‣Web browser / webmail
‣ Desktop / at work
WHY
‣ Brand awareness
‣ Content marketing
‣ Influence behavior
‣ Drive purchases
HOW
‣ Opens
‣ Clicks
‣ Conversions
‣ Internal vs. external
‣ B2B vs. B2C
‣ Demographics
‣ Know your audience!
PLAN EXECUTIVE SUMMARY
Indicate what data fields or customer attributes will be used for segmentation How would you explain this campaign in an elevator ride to your CEO?
FIVE W’S
Every email should have a purpose and a clearly stated goal.
• WHO are you sending to?
• WHAT do you want them to do?
• WHEN is it appropriate to send the message?
• WHERE will the recipient read it?
• WHY are you sending this message?
• HOW are you going to measure success?
MESSAGING STRATEGY
What content should be included in the email? Be as detailed as possible, including:
• From name
• From address
• Subject line
• Preheader text
• Headline(s)
• Subhead(s)
• Copy points
• Call to action
• Graphics/images
SEGMENTATION STRATEGY
YOUR NEXT GREAT EMAIL
bit.ly/email-plan
50. If you get a mobile email that
doesn’t look good, what do you do?
30.2%
+68%
13.5%
3.8%
6.3%
+15%
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
80.3%
0 25 50 75 100
#SearchLove @meladorri
51. 31%
of marketers don’t know their
mobile email open rate
source: marketingsherpa.com
#SearchLove @meladorri
59. RESPONSIVE EMAIL!!1!
‣More than a “line of code”
‣Set of conditional statement that enables specific styles
‣Detects screen size, not device type
‣Not supported in every mobile email app
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
#SearchLove @meladorri