Email Marketing

Best Practices for Email Visual Design

Keep It Simple

  • Respect Your Reader. Don’t waste his time and attention. Get to the point quickly, instead of burying the value under a mountain of greetings and headers and photos.
  • Design with a Goal in Mind. Know why you’re sending the email and what result you want to achieve.
  • Make it easy for your viewer to do what you want. The design should enable the desired behavior.
  • Make it relevant and interesting to the viewer.

Be Mobile Friendly

  • 38% of Americans own a smartphone1
  • The majority of 25-34 and 18-24 year olds now own smartphones (64% and 53% respectively)2
  • 77% of mobile internet users visit email sites3
  • Design for touchscreen mobile devices.
  • Ensure content is readable on a full range of devices. (smartphones, tablets, etc.)
  • Consider using style sheets that will adjust size of images and text to be optimized for screen size.
  • Consider landing pages, corporate social networks, forms and other Web pages

Integrate Social Media

  • Create social sharing options on emails by putting links to Twitter, Facebook, LinkedIn, Delicious, Digg, etc.
  • Include a Facebook “Like” button in the header of your email newsletter.
  • Post a link to an email or newsletter on your social media pages.
  • Use your Facebook, Twitter, or LinkedIn status to publicize your email newsletter.
  • Use a widget or app to add an email newsletter signup forms to your blog and social media pages.

SOURCE INFORMATION

  1. Nielsen, App Playbook (Q1 2011)
  2. Nielsen, State of the Media: Mobile Media Report (Q3 2011)
  3. Nielsen, Mobile Media View Internet, All Carriers (August 2011). Mobile Internet refers to the use of a Web browser on a mobile device.
  4. Nielsen, Simultaneous Usage (Q2 2011)
  5. NM Incite, State of Social Media Survey (April 2011). Parents = Have Children <18
  6. The Radicati Group, Inc., Email Statistics Report, 2011-2015
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