email marketing today art
DESCRIPTION
TRANSCRIPT
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TEN MESSAGE DESIGN TIPS
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Tip #1
Promotion begins in the email header; use friendly, consistent branding
and brief, but powerful, subject lines.
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From Address•Friendly, Familiar•Consistent•Branded
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Subject Lines
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•40 Char – Front load important content
•Can be longer•Branding•Offer•Urgency•Personalization
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Tip #2
Quickly capture attention with the top of the message.
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Above the Fold
7
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
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Tip #3
Ensure images enhance and do not distract, but retain potency even when images are
blocked.
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Images
10
•30% Text/Image Ratio•Hosted not Embedded•Sight lines should guide readers eyes
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Image Blocking
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Design to Survive Blocked Images
Use Alt-Tags as copy replacement for
images
Use text not text images
Structure survives blocked images
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Tip #4
Command attention and keep reader focused with structure.
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•Provide Visual Structure With•Color•Borders•White Space
•Color should agree with web site•Color variations can dramatically affect response - TEST
Structure
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Defend Against Context-Sensitive Ads
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Tip #5
Precisely define message goals then focus all content
on supporting your objectives.
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Focus on Goals
Primary Goal: Update preferences
Secondary Goal: Promote product
Images & copy focused only on goals
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Tip #6
Create messages that play well in mobile and full-screen displays.
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Design for Touch
Large links are easier to finger-click
Provide adequate spacing for
fingertips between links
Functional design, well within 500 pixel width
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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
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Tip #8
Entice recipient to a rich experience with links to active content.
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Link to Active Content
Present static images that link to video, flash, forms, or other active
content
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Tip #9
Increase recipient engagement and list growth with social media interaction.
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Social Networks Expand Virally
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Tip #10
Treat the footer as promotional copy not administrative housekeeping.
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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