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Email Design Best Practices

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The document provides tips and best practices for email marketing from Kara Trivunovic of The Email Advisor. It discusses the importance of the pre-header, header, call to action, and other elements. Tips include using a maximum of 3-5 fonts, keeping the background light for readability, properly using images, and designing for mobile screens. The document emphasizes testing strategies and that audience engagement is important but industry and creative approaches can vary.

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Kara Trivunovic, Founder & Principa al The Email Ad i Th E il Advisor ? Copyright 2009. The Email Advisor LLC
? Th outer envelope of your offer he ? Th attention getter he h tt ti tt ? Dif fferentiation point p ? If it¡¯s bad, it¡¯s bad¡­. ? Copyright 2009. The Email Advisor LLC
? 40% = Audience ? 40% = Offer/Timing ? 20% = Creative ? Copyright 2009. The Email Advisor LLC
? General rule of thumb ? Technical vs. subjective ? Test it out ? What works for you¡­ ? Copyright 2009. The Email Advisor LLC
? Call it like you see it ? Variations in creative guides ? Don¡¯t be misleading Don t ? Sorry guys ¨C THAT is not a newsletter l tt ? Copyright 2009. The Email Advisor LLC
NOTE: Indicative of message components not message layout/format A. A Pre-header Phd B. Header C. Navigation D. D Table of Contents E. Feature Copy F-I. Body Copy J. Footer ? Copyright 2009. The Email Advisor LLC
? It¡¯s not cookie cutter ? Simplify your process ? Improve turnaround time ? Copyright 2009. The Email Advisor LLC
? Any change in font look: face, weight, color weight color, size ? Limit 3-5 for entire message ? Can be distracting ¨C lose focus ? Don¡¯t make it flash¡­please ? Copyright 2009. The Email Advisor LLC
? Keep the background white or light ? It¡¯s all about readability ? Background suppression¡­it suppression it happens ? Keep it clean ? Copyright 2009. The Email Advisor LLC
? Properly using images ? Apply dynamic logic to your images ? Use animated GIFs carefully ?I Image suppression ¨C d ¡¯t i don¡¯t forget about it ? Copyright 2009. The Email Advisor LLC
? The top 250 pixels of the message ? Entire message should be discernable e ? It should be visible: ? Headline ? Brand ? Navigation ? Offer ? Call-to-Action Call to Action ? Unsubscribe ? Table of Contents (for newsletters only) ( y) ? Copyright 2009. The Email Advisor LLC
? The billboard mentality ? 3 seconds to communicate your message ? People SCAN email they don¡¯t READ it ? Short and sweet ? Newsletters play by slightly different rules ? Copyright 2009. The Email Advisor LLC
? Audience engagement makes a difference ? Industry verticals vary ? Images can help or hinder ? ¡­even I am wrong sometimes. ? Copyright 2009. The Email Advisor LLC
tips.html ? www.TheEmailAdvisor.com/t ? www.EmailSkunkHunt.blogsp pot.com ? Find us on: ? Facebook: http://idek.net/4ii ? Twitter: http://twitter.com/ktrivunovic // / ? Copyright 2009. The Email Advisor LLC
ticipating! Thanks for part Kara Trivunovic c ncipal Founder & Prin The Email Adviisor kara@TheEma ailAdvisor.com 219.365.6445 219 365 6445 ? Copyright 2009. The Email Advisor LLC

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Email Design Best Practices

  • 1. Kara Trivunovic, Founder & Principa al The Email Ad i Th E il Advisor ? Copyright 2009. The Email Advisor LLC
  • 2. ? Th outer envelope of your offer he ? Th attention getter he h tt ti tt ? Dif fferentiation point p ? If it¡¯s bad, it¡¯s bad¡­. ? Copyright 2009. The Email Advisor LLC
  • 3. ? 40% = Audience ? 40% = Offer/Timing ? 20% = Creative ? Copyright 2009. The Email Advisor LLC
  • 4. ? General rule of thumb ? Technical vs. subjective ? Test it out ? What works for you¡­ ? Copyright 2009. The Email Advisor LLC
  • 5. ? Call it like you see it ? Variations in creative guides ? Don¡¯t be misleading Don t ? Sorry guys ¨C THAT is not a newsletter l tt ? Copyright 2009. The Email Advisor LLC
  • 6. NOTE: Indicative of message components not message layout/format A. A Pre-header Phd B. Header C. Navigation D. D Table of Contents E. Feature Copy F-I. Body Copy J. Footer ? Copyright 2009. The Email Advisor LLC
  • 7. ? It¡¯s not cookie cutter ? Simplify your process ? Improve turnaround time ? Copyright 2009. The Email Advisor LLC
  • 8. ? Any change in font look: face, weight, color weight color, size ? Limit 3-5 for entire message ? Can be distracting ¨C lose focus ? Don¡¯t make it flash¡­please ? Copyright 2009. The Email Advisor LLC
  • 9. ? Keep the background white or light ? It¡¯s all about readability ? Background suppression¡­it suppression it happens ? Keep it clean ? Copyright 2009. The Email Advisor LLC
  • 10. ? Properly using images ? Apply dynamic logic to your images ? Use animated GIFs carefully ?I Image suppression ¨C d ¡¯t i don¡¯t forget about it ? Copyright 2009. The Email Advisor LLC
  • 11. ? The top 250 pixels of the message ? Entire message should be discernable e ? It should be visible: ? Headline ? Brand ? Navigation ? Offer ? Call-to-Action Call to Action ? Unsubscribe ? Table of Contents (for newsletters only) ( y) ? Copyright 2009. The Email Advisor LLC
  • 12. ? The billboard mentality ? 3 seconds to communicate your message ? People SCAN email they don¡¯t READ it ? Short and sweet ? Newsletters play by slightly different rules ? Copyright 2009. The Email Advisor LLC
  • 13. ? Audience engagement makes a difference ? Industry verticals vary ? Images can help or hinder ? ¡­even I am wrong sometimes. ? Copyright 2009. The Email Advisor LLC
  • 14. tips.html ? www.TheEmailAdvisor.com/t ? www.EmailSkunkHunt.blogsp pot.com ? Find us on: ? Facebook: http://idek.net/4ii ? Twitter: http://twitter.com/ktrivunovic // / ? Copyright 2009. The Email Advisor LLC
  • 15. ticipating! Thanks for part Kara Trivunovic c ncipal Founder & Prin The Email Adviisor kara@TheEma ailAdvisor.com 219.365.6445 219 365 6445 ? Copyright 2009. The Email Advisor LLC