Email Design Practice
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Best practice tips for email design. Originally presented to Endsleigh Insurance mar / comms in November '13 Covers: - Anatomy of reading - Subject and sender - Preview Pane Strategy - Body Strategy - Responsive email design consideration - Call to action placement - F-Shaped Design
Email Design Practice
- 4. @ringomossnerv.co.uk RINGO MOSS Product Design Director -nerv- WhoAM I?
- 5. @ringomossnerv.co.uk Nerv FULL SERVICE DIGITAL AGENCY WhoAM I?
- 6. @ringomossnerv.co.uk Nerv FULL SERVICE DIGITAL AGENCY We CREATE. WE CONNECT. WE CONVERT. WhoAM I?
- 8. @ringomossnerv.co.uk Sender Subject Line The BodY CALL TO ACTION Preview PANE ANATOMYOF Reading
- 10. @ringomoss SUBJECTAND SENDER nerv.co.uk 50 Chars OR Less, Unless Highly Targeted, OR NOT.
- 11. @ringomoss SUBJECTAND SENDER nerv.co.uk 50 Chars OR Less, Unless Highly Targeted, OR NOT. LINK SENDER FIELD. PERSONAL SENDER. FEMALE.
- 12. @ringomoss SUBJECTAND SENDER nerv.co.uk 50 Chars OR Less, Unless Highly Targeted, OR NOT. LINK SENDER FIELD. PERSONAL SENDER. FEMALE. LOCALISE DON’T Personalise.
- 13. @ringomoss SUBJECTAND SENDER nerv.co.uk 50 Chars OR Less, Unless Highly Targeted, OR NOT. LINK SENDER FIELD. PERSONAL SENDER. FEMALE. LOCALISE DON’T Personalise. NEVER USE “HELP”, “PERCENT OFF” OR “REMINDER”.
- 14. @ringomoss SUBJECTAND SENDER nerv.co.uk 50 Chars OR Less, Unless Highly Targeted, OR NOT. LINK SENDER FIELD. PERSONAL SENDER. FEMALE. LOCALISE DON’T Personalise. NEVER USE “HELP”, “PERCENT OFF” OR “REMINDER”. DON’T SELL WHAT’s INSIDE, TELL WHAT’s INSIDE.
- 16. @ringomoss PREVIEWPANE PAIN nerv.co.uk 0.5 Seconds TO IMPRESS - 2 Second Rule. *ExactTARGET - 2013
- 17. @ringomoss PREVIEWPANE PAIN nerv.co.uk 0.5 Seconds TO IMPRESS - 2 Second Rule. EMAIL PANES ARE TINY - Design to 250PX x 250PX. *ExactTARGET - 2013
- 18. @ringomoss PREVIEWPANE PAIN nerv.co.uk 0.5 Seconds TO IMPRESS - 2 Second Rule. EMAIL PANES ARE TINY - Design to 250PX x 250PX. REMEMBER MOBILE - 48% Read on mobile*. *ExactTARGET - 2013
- 19. @ringomoss PREVIEWPANE PAIN nerv.co.uk 0.5 Seconds TO IMPRESS - 2 Second Rule. EMAIL PANES ARE TINY - Design to 250PX x 250PX. REMEMBER MOBILE - 48% Read on mobile*. CHEAT! TEST! TEST! - PREVIEW YOUR PANES. *ExactTARGET - 2013
- 20. @ringomoss PREVIEWPANE PAIN nerv.co.uk 0.5 Seconds TO IMPRESS - 2 Second Rule. EMAIL PANES ARE TINY - Design to 250PX x 250PX. REMEMBER MOBILE - 48% Read on mobile*. CHEAT! TEST! TEST! - PREVIEW YOUR PANES. *ExactTARGET - 2013 BE USEFUL.
- 24. @ringomoss PREVIEWPANE PAIN nerv.co.uk ENTICING PRE-HEADER SNIPPET ARCHIVE LINK LOGO LINKS
- 25. @ringomoss PREVIEWPANE PAIN nerv.co.uk ENTICING PRE-HEADER SNIPPET ARCHIVE LINK LOGO LINKS BANNER SNIPPET
- 27. @ringomoss BODYIS A TEMPLE nerv.co.uk A PICTURE SAYS ZERO WORDS. TYPOGRAPHY & FONTS. KEEP IT SAFE. RESPONSIVE DESIGN FOR DEVICES. TARGET YOUR EMAIL. ONE MESSAGE. Text Versions are Pretty. important
- 28. @ringomoss BODYIS A TEMPLE nerv.co.uk A PICTURE SAYS ZERO WORDS.
- 29. @ringomoss BODYIS A TEMPLE nerv.co.uk TYPOGRAPHY & FONTS. KEEP IT SAFE.
- 30. @ringomoss BODYIS A TEMPLE nerv.co.uk RESPONSIVE DESIGN FOR DEVICES.
- 31. @ringomoss BODYIS A TEMPLE nerv.co.uk RESPONSIVE DESIGN FOR DEVICES.
- 32. @ringomoss BODYIS A TEMPLE nerv.co.uk TARGET YOUR EMAIL. ONE MESSAGE.
- 33. @ringomoss BODYIS A TEMPLE nerv.co.uk Text Versions are Pretty. important
- 36. @ringomoss CALLTO ACTION nerv.co.uk PERSUASIVE AND COMPELLING. USE COMMAND WORDS AND VERBS.
- 37. @ringomoss CALLTO ACTION nerv.co.uk PERSUASIVE AND COMPELLING. USE COMMAND WORDS AND VERBS. BUTTONS VS LINKS.
- 39. @ringomoss CALLTO ACTION nerv.co.uk PERSUASIVE AND COMPELLING. USE COMMAND WORDS AND VERBS. BUTTONS VS LINKS. DO THE SQUINT TEST.
- 41. @ringomoss CALLTO ACTION nerv.co.uk PERSUASIVE AND COMPELLING. USE COMMAND WORDS AND VERBS. BUTTONS VS LINKS. DO THE SQUINT TEST. WT…F - Shape.