E-Mail Marketing Design & Content Basics 101

marketer_5000 · 12-12-2011, 05:28 PM

Hi everybody,

This post is dedicated to e-mail marketing design and content basics 101. There is a lot of complicated best practice to consider when designing an e-mail and an improperly designed e-mail can make or break your deliverability (whether you make it into the inbox or junk box) Rule#1 - You must follow all of the rules or you're asking for trouble!

I'll be updating it over time to include the latest best practices in design and technique. E-Mail design and content is critical in getting the ROI back from your efforts. Here, we'll discuss the various rules of engagement for playing nicely with the ISPs, and how to get your design dialed in so that your e-mail gets in the inbox!

1.) Content

Avoid spam trigger keywords - these words can tank your e-mail fast. Use common sense. If your really want to know how your ad trues up, use an online service like E-Mail on Acid to score it.
Be short and concise - it's not a web page so don't get too wordy. Use bullets where possible to keep the message tight.
Headlines should clearly convey what your offer is. I recommend your headline be done in text in case images aren't displayed by the viewer. (Hard to imagine but many people still don't have images enabled in Outlook!)
· Your value proposition (or, offer) should clearly explain how your solving a problem for the recipient or providing value or benefit to them in some way.
Keep your headline and most important components of your value proposition above the fold. (Region where the viewer has to begin scrolling to see more)
Subject lines make or break an e-mail ad. Google E-Mail Marketing Subject line best practice. Here's a few down and dirty tips on subject lines:

1. Useful: Is the content valuable? Tell them - don’t sell them on what’s inside.
2. Ultra Specific: Make the expectations tie what comes next ultra clear.
3. Unique: How interesting and compelling is the e-mail’s content?
4. Urgent: Convey the sense of urgency and what’s in the email is important.

2.) Code Structure

Keep the code ultra clean and simple. Don't copy/paste from word processors like MS Word.
Use tables and row where possible. Avoid nested tables and or starting tables/stopping tables often.
No Style sheets! Many e-mail clients don't know how to deal with CSS styles. Inline styles are ok, but no sheets.
Use font tags wherever possible
Have a text/MIME version.
Try and keep your ad dimensions between 650-700px in width.
Always have a <title> tag in your e-mail document. "Untitled Document" is a bad.

3.) Imagery

Optimize your graphics - compress them so they load fast
Use alt tags always. I like to use "Turn on images to see everything" to prompt the reader to switch on images.
Always work with a professional e-mail marketing design specialist to do your ad, or with somebody who has a formal design background. To many times I have seen people fake it. Just because you own Microsoft Paint, you are not a graphic artist! Your viewers can tell the difference between clip art, something you kid did in school for their computer class, and something that has been done by a professional. Spent a little money and invest in your design and you'll benefit from the effort.
Keep in mind the "image to text ratio" rule - that is, the e-mail should be 25% graphic and 75% text. Ignoring this can have adverse affect on your deliverability.
Avoid using images as a background for a table or cell. Solid colors are ok here.

4.) Marketing Related

Have a clear value proposition. Make sure your offer is enticing, clearly conveyed and speaks to the audience that you intend.
Have a clear call to action - make sure that your recipients can easily respond to your ad. I recommend placing your call to action once above the fold and once below it and once in text and once in images.

I'll ad more later - time for more coffee!