Email Marketing TodayPrepared For

TEN MESSAGE DESIGN TIPS

Tip #1

Promotion begins in the email header; use friendly, consistent branding

and brief, but powerful, subject lines.

From Address•Friendly, Familiar•Consistent•Branded

Subject Lines

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•40 Char – Front load important content

•Can be longer•Branding•Offer•Urgency•Personalization

Tip #2

Quickly capture attention with the top of the message.

Above the Fold

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Outside400 x 600 pixels

Outside500pixels

•400 height x 500 width•Most important content•Scanable•Should encompass

•Offer•Call To Action•Urgency Indication•Brand

Above Fold Copy• Words: most 6 characters or less• Sentences: 1.5 – 2 lines• Paragraphs: most no more than 4 lines• Use bullets to reduce copy• Keep overall design succinct Keep as much of the text as possible “above

the fold” to avoid the need scroll

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Above the Fold – Pre-Header

Pre-Header can be displayed as “snippet

text” in the Inbox

Tip #3

Ensure images enhance and do not distract, but retain potency even when images are

blocked.

Images

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•30% Text/Image Ratio•Hosted not Embedded•Sight lines should guide readers eyes

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Image Blocking

Design to Survive Blocked Images

Use Alt-Tags as copy replacement for

images

Use text not text images

Structure survives blocked images

Tip #4

Command attention and keep reader focused with structure.

•Provide Visual Structure With•Color•Borders•White Space

•Color should agree with web site•Color variations can dramatically affect response - TEST

Structure

Defend Against Context-Sensitive Ads

Tip #5

Precisely define message goals then focus all content

on supporting your objectives.

Focus on Goals

Primary Goal: Update preferences

Secondary Goal: Promote product

Images & copy focused only on goals

Tip #6

Create messages that play well in mobile and full-screen displays.

Design for Touch

Large links are easier to finger-click

Provide adequate spacing for

fingertips between links

Functional design, well within 500 pixel width

Tip #7

Motivate response with a mix of text and image-based call to actions that encourage

response using active wording and directional graphics.

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Inline text link with active call to action

wordingButton with active call to

action wording and action encouraging

arrow

Inline text links in beginning copy

Offer/Call to Action

Tip #8

Entice recipient to a rich experience with links to active content.

Link to Active Content

Present static images that link to video, flash, forms, or other active

content

Tip #9

Increase recipient engagement and list growth with social media interaction.

Social Networks Expand Virally

Tip #10

Treat the footer as promotional copy not administrative housekeeping.

Sample Footer

Bottom nav-bar supports secondary

goals

Social Media integration

CAN-SPAM address requirement fulfilled

Text-based Preference update and

unsubscribe links Subscribe offer – good for forwards