email design best practices
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Kara Trivunovic, Founder & PrincipaTh E il Ad iThe Email Advisor
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
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© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
he outer envelope of your offerh tt ti tthe attention getterfferentiation pointpt’s bad, it’s bad….
• 40% = Audience• 40% = Offer/Timing• 20% = Creative
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
• General rule of thumb• Technical vs. subjective• Test it outTest it out• What works for you…
• Call it like you see it• Variations in creative guides• Don’t be misleadingDon t be misleading• Sorry guys – THAT is not a
l ttnewsletter
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
NOTE: Indicative of message components not message layout/format
A P h dA. Pre-headerB. HeaderC. NavigationD Table of ContentsD. Table of ContentsE. Feature CopyF-I. Body CopyJ. FooterJ. Footer
• It’s not cookie cutter• Simplify your process• Improve turnaround timeImprove turnaround time
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Any change in font look: face, weight color sizeweight, color, sizeLimit 3-5 for entire messageCan be distracting – lose focusfocusDon’t make it flash…please
• Keep the background white or lightor light
• It’s all about readability• Background
suppression it happenssuppression…it happens• Keep it clean
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
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Properly using imagesApply dynamic logic to your imagesUse animated GIFs carefullyI i d ’t Image suppression – don’t forget about it
• The top 250 pixels of the message
• Entire message should be discernable• Entire message should be discernable
• It should be visible:• Headline• Brand
Navigation• Navigation• Offer• Call-to-ActionCall to Action• Unsubscribe• Table of Contents (for newsletters only)
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
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ee
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
• The billboard mentality• 3 seconds to communicate
your message• People SCAN email they don’t
READ itREAD it• Short and sweet• Newsletters play by slightly
different rules
• Audience engagement makes a differencemakes a difference
• Industry verticals vary• Images can help or hinder
I • …even I am wrong sometimes.
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
• www.TheEmailAdvisor.com/t• www.EmailSkunkHunt.blogsp• Find us on:Find us on:
• Facebook: http://idek.net/4ii // /• Twitter: http://twitter.com/ktriv
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tips.htmlpot.com
unovic
Thanks for part
Kara TrivunovicKara TrivunovicFounder & PrinThe Email AdviThe Email Advikara@TheEma219 365 6445219.365.6445
© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC
ticipating!
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ailAdvisor.com