Consider this: on a good day your email might be opened by 40 per cent of recipients, but only five per cent might take action. To make matters worse, readers decide whether or not to view your email in less than a second. Try implementing the following best practices to help improve results immediately.
1. Watch your fold
For most email clients, the ideal above the fold mark is 300 to 500 pixels from the top of the view pane. This is your prime opportunity to grab the viewer’s attention. Make the most of it. At a bare minimum, it is an opportunity to reinforce your branding.
2. Use calls to action as often as possible
Make sure your main call to action is above the fold at least once. If represented by a button, make sure there is a text link, which can repeat the call to action message directly under the button or be incorporated into any primary HTML text messaging.
One of the biggest missed opportunities is the absence of a call to action at the end of each content section. Don’t make the mistake of getting the recipient to read the content without giving them anywhere to go afterwards. Repeat calls to action as many times as possible using buttons and text links. Be sure to make all graphic images clickable as well. Remember, the primary purpose of email is to guide the viewer to take an action. The more opportunities you provide to do that, the more likely it is that you will achieve the intended result.
3. Always underline HTML links
Readers might assume you are simply highlighting a word for emphasis rather than indicating a call to action.
4. Give your viewers options
The primary message may not interest them, even with the best segmentation strategies. Provide additional calls to action, whether a basic footer navigation or alternate links to related topics.
5. Balance the content
Be sure to balance out graphic content with system text to ensure there is readable content and calls to action throughout the email, especially if images are blocked. This is particularly important for the area above the fold. Be sure to avoid giant graphic ‘postcard’ treatments. Most email clients block images by default so all that viewers will see is a giant, grey square.
6. Avoid abstract and excessive copy
Be direct and brief. Use bullet points wherever possible for quick scanning. Don’t assume your message is so interesting or important that everyone will take extra time to read it. They won’t.
7. Be aware of size limitations
The ideal width for an email from the left edge of a view pane is 575 to 600 pixels. Anything wider risks running off the page.
8. Use images to add interest
Graphic animations can be a powerful tool to add visual appeal, although there is a fine line between just right and way too much. Often, the best animations are the most subtle, particularly if they subconsciously guide the viewer to read down the email or towards a specific call to action.
Don’t be afraid to use colour to make your emails more visually appealing. Great content only matters if you can catch a viewer’s attention long enough to look.
9. Don’t over spec
Avoid the temptation of using Flash, forms, and video as not all email providers support the technology for them to function correctly. It doesn’t do you any good to finally get an email in the inbox, have the reader open the email and start to read it, only to walk away with a negative user experience. Remember, an email is just a stepping stone, not the final destination. Save the ‘bell and whistles’ for the web page.
10. Be consistent
Clicks are great, but conversions are better. Be sure to meet expectations by reflecting messaging, calls to action and creative on the destination web page. Just as readers will not search for the call to action in your email, they will not search for it on your web page. Consider building custom landing pages if your website does not provide the flexibility needed.
11. Find the right subject line
You may have spent countless hours creating a compelling email campaign, but it will only work if you can get viewers to open it. Make sure the subject line highlights your brand and has a compelling offer. Research shows that by featuring your brand name in the subject line, open rates increase by at least five percent. But you’ll get even more people to open an email with a specific offer in the subject line.
In addition, testing is absolutely critical. How your email list responds may be different than current industry expectations, and even segments within your list may respond differently.
Finally, never underestimate the value in building a positive brand association. You do not need someone to open an email or take an action every single time, you just need to make sure they open it again.
Related articles
B2B email marketing – Best practice guide 2007 – 01-08-07
Or use our enhanced search functionality to find other related articles
