PART 3: The 5 proven email practices to drive revenue by ExactTarget

3

DESIGN FOR CLICKS

Strategic planning and testing are crucial components of great design. Your design should make it easy for readers to understand and act on your call-to-action, ultimately resulting in the highest conversion rate for your marketing campaigns.

Here are a few ways to maximize your subscriber response with design:

  • Design for mobile. ExactTarget research has shown that more than half of consumers (53%) use a smartphone to check email at least several times per day. To ensure your design renders properly on mobile devices:
    • Format text to increase pixel size for smaller devices. This will improve readability with fewer words and larger text per line appearing on smaller screens.
    • Format images to auto-adjust to the size of the screen instead of a fixed pixel dimension.
    • Use media queries to allow multiple columns to collapse into one column for easy reading.
    • Consider what’s most relevant to your mobile viewers and hide elements like preheader information or unnecessary images to provide a better user experience.
  • Put your most important information in the upper left quadrant. Research proves that the human eye scans email in an “F” pattern. Position your logo, headline, and key call-to-action at the top of your email. Be sure your primary message is above the fold.
  • Plan for blocked images. Don’t rely solely on images to get your message across—because 60% of email clients block images by default. Tech tip: Use HTML text and web-safe fonts when possible. Include <Alt> tags with your images, and always create a text version of your email. Avoid extremely wide email templates, and steer clear of JavaScript and embedded style sheets.
  • Test—and test again. The best way to determine whether or not your email design is effective is to test across multiple email clients. Statistically, 69% of B2B and 27% of B2C subscribers view their email with a preview pane, so look for proper rendering in preview pane views. Remember—your brilliant email design is only valuable if your subscribers can see it.

Source: ExactTarget

  • Contact BecLab if you need help designing email marketing campaigns so they would render fine on all browsers and mobile devices

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