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



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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