Email Design Best Practices 6-19-13
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The document provides best practices for leveraging CRM design in email marketing campaigns, including personalizing subject lines and content, including calls-to-action and dynamic content, testing different elements, and tracking metrics such as open and click-through rates to benchmark performance against industry standards.
Email Design Best Practices 6-19-13
- 1. Leverage CRM Design Best in Class Practices Subject Lines Personalize, CTA upfront, Leverage 4 subject lines to optimize open Test, test and test. Body Personalize as far as you can.First Name, Interests, latest interaction Include Dynamic content to improve engagement (and interest) CTA link Above the Fold Have multiple CTAs in email using different words, such as View, Register, Learn More Test creative versions Leverage images and contextual content Include a mix of passive, active and interactive links Include Video where possible Include Share to Social options Include Rate This Email Link and Survey Include Signature or at least a Sincerely Include Physical Address, copyright and active unsubscribe link Other Have an Errata email template ready Have a customized Unsubscribe Landing Page GA tags on all links to track Design email mobile friendly/responsive design Include Forward to a Friend functionality where appropriate Consider Publish to Social functionality Determine data exchange with IT Test new functionality Innovate where possible Metrics Create a Forecast for performance ahead of time Generate SP reports and share PDFs Create a Key Learnings presentation of program Best-in-class benchmark Education Score Top Quartile* Open Rates 46.1% Click Through Rates 12.8% Click to Open 27.8% Source: SilverPop 2012 Metrics Analysis Report 11/25/2014 1