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Make full use of social media links in your emails to encourage click-throughs, says Guy Hanson, director of interactive services for DBG and member of the DMA’s email marketing council

Initial impressions
Good points: The email has an engaging design, with sharp branding and a good ratio of text to images. An attempt has been made to personalise the email, which can help to build trust.

Bad points: The use of images is too heavy at the top. It would be better to move more of the text to the top half of the email to get a better balance. Personalisation is poor in the web hosted example where the recipient’s name has no capitals or spacing. It looks unprofessional and could potentially negate any trust-building positives.