Design Tips to Optimize Your Email Campaigns
* Header. Convey consistent branding and navigation elements in this section, Walsh said. Branding effects include your logo, program name, issue title, among other things. Add navigation elements to web pages in this section for branding consistency and to boost clickthrough rates, Walsh added.
* Message. Consider the following to ensure a strong message, Walsh said:
- Is the primary message and call to action visible above the fold?
- Is your content broken up into scannable pieces? For example, use a table of contents with jump links to section headers, Walsh said.
- Create balance between text and images.
- Follow an “S-curve” when planning your content, meaning that your arrangement of text and images should flow from top left to bottom right to draw viewers’ eyes down the page.
- Spell-check and confirm punctuation.
- Render as much text as possible as system text instead of graphical text for increased readability.
- Use calls to action that “pop.”
* Footer. Follow these tips to make the most of this often overlooked section at the bottom of your email:
- Include forward-to-a-friend functionality and/or social media links to make your emails viral.
- Include legal text and CAN-SPAM requirements — such as a physical address and an unsubscribe link — here.
- Put key contact phone numbers and email addresses in this space.
- Include preference center links (if applicable).
- Offer customer service links for more interaction with your customers.
Before turning over your message to an email service provider for launch, Walsh advised the following:
- Install any tracking tools to follow the success of your campaign.
- Determine what key performance indicators you want to track.
- Audit your tags to make sure links work and tracking tags are “live.”
- View the HTML version of the email on a PC and a Mac in multiple browsers to ensure rendering is consistent.
- Check alt text for images.
- Include a text version to match the HTML file.
- Check rendering of special characters.
- Send a test email to yourself before sending to your full list.