Post on 27-May-2015
description
Creative & layout to maximise click-through rates
Examining the 5 most common mistakes in email design & why they impact on click-through rates
One simple goal
Emails need to be seen
3 objectives:1.Get the email opened2.Get the message
understood3.Get the link clicked
User behaviour
Understand how users read/see email:
• Subject line• Preview pane
Is it a “Cold” email or a newsletter?
Clever email & not-so-clever users
• Images turned off• Inboxes/Filters that learn• Spam/blacklisting• Unsubscribing
– Easier to delete or move to spam
– Bad unsubscribe processes
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Barriers to conversion
Types of barrier:
• Quality of Data• HTML Coding• Email broadcast systems• And CREATIVE...
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MISTAKE NO. 1Large header banners
Large header banner
• Design for the preview pane
• Keep important content “above the fold”
• Ask– Is it meaningful?– Can you get the message get
across without it?– Does it have to be an image?
MISTAKE NO. 2Unclear calls to action
Unclear call to action
• Display above the fold• Make it prominent• Avoid conflict• Show it is clickable
– underlined link– button
• Be transparent– Describe exactly what links click through to
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MISTAKE NO. 3Too many images
Who wants their email to look like this?
Images turned off
Too many images
• Images don’t display offline• Imbalance of images and text adds
to spam rating
If it doesn’t have to be an image don’t make it one
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MISTAKE NO. 4Hard to read copy
Hard to read copy
Make content scannable• Ensure it’s easy to read
– Font style– High contrast
• Break up text with:– Headlines– Bullets– Hyperlinks– Bold
MISTAKE NO. 5Underutilised subject lines
Underutilised subject lines
The subject line is seen by everybody• Make certain it’s integral to email
message• Keep it short• Mention company name• Avoid spammy words and
UPPERCASE words
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TESTINGA/B test example
Version A Version B
Header Banner
Call to Action
Images
Copy
A/B Test
Want to know how and why big B2B brands invest in their visual styling?
Investing In Visual Property: a useful, downloadable Base One guide
Version B
Double the open rate
Triple theunique clicks
A/B Test – the results
Version A Version B
What was the most popular link?
58% of clicks were to this link
A/B Test – the surprise
Summary
1. Larger Header Banner2. Unclear calls to action3. Too many images4. Hard to read copy5. Underutilised subject lines
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In conclusion
Get your email Seen
OpenedUnderstood
Clicked
Test and prepare to be surprised!
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