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Quick email best practices overview

Bill Powell
Bill Powell

A down and dirty quick overview of simple email best practices for those wanting to get the hands messy with code.

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Design Tips for 2012 Quick email best practices overview
BILL POWELL Inspiration Specialist @billpowell LISA WESTER Intelligence Officer @inboxorange
BEST PRACTICES WHAT is the point WHY should they care HOW do they take action People dont read, they scan.
FIVE STAGES OF VIEWING EMAILS 1. from name 2. subject line 3. preview pane 4. open (pre-scroll) 5. full open
FROM NAME B2B company monthly newsletter test: Unique Open Rate comparing the Sales Representative to the Company name was 2.82% higher after a rela- tionship was formed. The Trend line below shows growth in a B2C company where purchase behavior played a role in deciding who to send from which resulted in a 2% and eventually 3% increase in open rate. More significant is the consistent decrease in the unsubscribe rate over time.
cff SUBJECT LINES cfff best practices Intrigue Avoid spammy words Focus on benefits Use pyramid writing Grab them with first 15 characters
SUBJECT LINES
SUBJECT LINES
PREHEADER Top Left Objective of email first Clear and simple call to action Hyperlinks are placed strategically to eliminate link confusion
PREHEADER
PREVIEW PANE
PREVIEW PANE best practices Sell the next step Make effecient use of space Move non-critical things down Key on top left of email Use alt tags Brand yourself
BODY OF EMAIL best practices Use a template Use compelling headlines Pictures! With Alt Tags!! Less is so much more. Dont make them think Remember the text version
BODY OF EMAIL
Quick email best practices overview
BASIC MOBILE READY Key on subject line and preheader Keep your layout simple Design for fat fingers Enlarge fonts Use alt tags Be obvious on what they should do Fewer images is better Image courtesy of http://webdesignerwall.com
BASIC MOBILE READY
KEY TAKEAWAYS 1. Subject line is first thought, not last. 2. Plan for less, not more. 3. Mobile use is growingconsider every decision with mobile in mind. 4. Provide good content. 5. Use engagement to measure
Demonstration Next Webinar: Tuesday, January 24 Writing to the Point Presented by Christina Noll, Influence Architect and Lisa Wester, Intelligence Director 11:00 - 12:00 EST

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Quick email best practices overview

  • 1. Design Tips for 2012 Quick email best practices overview
  • 2. BILL POWELL Inspiration Specialist @billpowell LISA WESTER Intelligence Officer @inboxorange
  • 3. BEST PRACTICES WHAT is the point WHY should they care HOW do they take action People dont read, they scan.
  • 4. FIVE STAGES OF VIEWING EMAILS 1. from name 2. subject line 3. preview pane 4. open (pre-scroll) 5. full open
  • 5. FROM NAME B2B company monthly newsletter test: Unique Open Rate comparing the Sales Representative to the Company name was 2.82% higher after a rela- tionship was formed. The Trend line below shows growth in a B2C company where purchase behavior played a role in deciding who to send from which resulted in a 2% and eventually 3% increase in open rate. More significant is the consistent decrease in the unsubscribe rate over time.
  • 6. cff SUBJECT LINES cfff best practices Intrigue Avoid spammy words Focus on benefits Use pyramid writing Grab them with first 15 characters
  • 9. PREHEADER Top Left Objective of email first Clear and simple call to action Hyperlinks are placed strategically to eliminate link confusion
  • 12. PREVIEW PANE best practices Sell the next step Make effecient use of space Move non-critical things down Key on top left of email Use alt tags Brand yourself
  • 13. BODY OF EMAIL best practices Use a template Use compelling headlines Pictures! With Alt Tags!! Less is so much more. Dont make them think Remember the text version
  • 16. BASIC MOBILE READY Key on subject line and preheader Keep your layout simple Design for fat fingers Enlarge fonts Use alt tags Be obvious on what they should do Fewer images is better Image courtesy of http://webdesignerwall.com
  • 18. KEY TAKEAWAYS 1. Subject line is first thought, not last. 2. Plan for less, not more. 3. Mobile use is growingconsider every decision with mobile in mind. 4. Provide good content. 5. Use engagement to measure
  • 19. Demonstration Next Webinar: Tuesday, January 24 Writing to the Point Presented by Christina Noll, Influence Architect and Lisa Wester, Intelligence Director 11:00 - 12:00 EST