Keep your template clean and concise and
your content to the point. People are being bombarded with “stuff” – white
noise that they filter out – so you want your message to be clear and focused.
1 – Subject line. You wouldn’t open an
email if you thought it was spam, so be honest in your subject field. Give your
customer an indication that this email is relevant to them.
2 – Unsubscribe. Don’t be afraid to give
your audience the option to unsubscribe if they want to. By hiding it in
obscure font in a footer you aren’t achieving anything, in fact, your run the
risk of being marked as junk.
3 – Clutter. If you have to include a lot
of images why not offer the customer the chance to view the email online to give
them the full effect? Though, in my opinion, you should steer of anything that
cluttered. Your email is a targeted message, not a website condensed into
someone’s mailbox. Lead your audience to you through clever and savvy content
and design.
4 – Think webmail. Hotmail, Yahoo and Gmail
are still the three biggest so check your email is displaying as you’d expect.
Don’t forget about Outlook users either, sometimes a plain text version of your
email might be a helpful addition.
5 – Environment. Think tablets, smart
phones and any new technology. You want people to be able to navigate freely –
avoid putting links too close together and concentrate on putting your
important content in the area that is seen without scrolling through the email.
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