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HTML Email Trends & Best Practice

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HTML BEST PRACTICE GUI DE 2


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AGENDA 1. INTRODUCTION 3. TYPES OF EMAILS 2. BEST PRACTICE 4. A-B TESTING a. Registration 5. INFOGRAPHICS a Technology limitations b. Adverts b. Live text c. Newsletters c. Design + Layout d. Formal
 6. A BRIEF OVERVIEW OF NEW TECHNOLOGY IN EMAIL d. Mobile 7. QUESTIONS AND DISCUSSION e. Trends f. Heat maps g. Alt text INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A


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INTRODUCT ION • Thi s p re sen tat i o n w i l l b e l ook ing at s om e new a n d in n ovat i ve ways of e ma i l mar ket in g in t h e event s B2B a nd B2C s e c to r f ro m a d es i gn p er s pect i ve. • It wi l l lo ok at the dif fe re nt t yp e s of e m ai l comm u ni c at io ns ; t h eir pu r po se a nd what de sign and l ayo u t at t r i b u te s s h ou l d b e co ns ig n ed to eac h. • It wi l l also investigate t he im p or t an ce of d i f fe re n t a s p ect s o f m a r ket i ng e ma il s a nd h ow they are be st u t i l i s e d . INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 4 A


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INTRODUCT ION INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 5 A


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BEST PRACTICE


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TECHNOLOGY LIMITATIONS • F l ash an d javascript are n ot s u p p or te d by al m o st al l 
 e ma il c lients . • Mo st email clients do n o t s up p or t vi d e o. • Avoi d gifs. • We h ave to use cross -p l at for m fo n t s s u c h a s A ri a l, Ve rda na , G eorgi a an d Ti me s N ew Roman. • Mo st email clients do n o t s up p or t 
 ba c kg rou n d images. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 7 A


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LIVE TEXT • Assume yo ur imag es w i l l b e i n i t i al l y b l ocke d by e m a il c lien t s . • By havin g “L ive text ” rat he r t h a n i m a g e s yo u r co py w il l a lways b e s een . • Ma ke su re yo ur main h ead l i n e s , t i t l e s an d cal l to a c t i on s u s e live tex t . • Thi s does limit yo ur de si g n, bu t h ave n o fe ar - t h e re a re c l eve r ways a ro un d this . INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 8 A


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LIVE TEXT INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 9 A


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LIVE TEXT INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 10 A


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PRE-HEA DE R AND HEADER Does this email look odd to you? Click here The Johnson Box Thi s i s the most valua bl e are a of Header YOUR HEADLINE an ema il. Ensu re th at the headl i n e or 400x300 p rima ry me ssage app e ar w i t h i n th is s pace. Main image Ke e p the he ader below 15 0px . INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 11 A


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LAYOUT Does this email look odd to you? Click here 50 0px - 650px in widt h . Header Ve rti cal layout if possi b l e YOUR HEADLINE Article / story 1 title or main message Call to action INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor i Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmodconsequat. Duis aute irure dolor i NEW TECHNOLOGY Q&D 12 A


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TEXT AND I MAGES SHOULD BE IN THE R IGH T PROPORTIONS Thi s might differ betwe en B 2 B and B 2 C. I t mi ght be more necess ar y for Article / story 1 title or main message B2 C to in clu de larger v i su al s . Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dol Call to action Article / story 1 title or main message Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dol Call to action INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 13 A


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PROVIDE A NAV BAR IF YOU HAVE MULTIPLE CATEGORIES. Does this email look odd to you? Click here Thes e could be ancho r t ags or Header li n k s to your website. However th ese should o nl y b e YOUR HEADLINE us e d w h ere necessary. link link link link link link Article / story 1 title or main message Call to action INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor i Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmodconsequat. Duis aute irure dolor i NEW TECHNOLOGY Q&D 14 A


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CALL TO ACTIONS SHOULD BE CLEAR A ND ENTICING. Al l featu re h eaders an d i ma g e s sho ul d a lso be clickab l e. Article / story 1 title or main message Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dol Call to action Article / story 1 title or main message Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dol Call to action INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 15 A


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COPY AND CONT ENT Us e sh ort se ntences a nd p a ragraphs. D isti n guish content us i ng s p ace Article / story 1 title or main message and di v idin g lines. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dol Us e bo l d a nd sub hea de r s to ensu re th e e mail has a cl e ar hi e rarc hy of informat i on . Call to action 1 4 px fo r body copy. Article / story 1 title or main message 22 px fo r h ea ding. Lorem ipsum dolor ! sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dol Call to action INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 16 A


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COPY AND CONT ENT I n c l ude all your contact de t ai l s . I n c l ude links to all of t he m ai n s e ct i on s of you r website. Article / story 1 title or main message Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dol Ma ke i t ea sy to share /fo r wa rd . D on ’t hide your unsub s cr i be op t i on . Call to action Te l l pe ople why they have re ce i ve d t h i s ema i l . What we do:! Event 1 Event 2 Conference 1 Resources INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS Contact us:! www.website.co.uk +44 222 222 22222 Address, Address, Address, Address, Address NEW TECHNOLOGY Why are you receiving this email?! Because you signed up to our newsletter or came to one of our shows. Donʼt want any more from us?! Unsubscribe here. Q&D 17 A


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COPY AND CONT ENT INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 18 A


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MAKE YOU R EMAIL RESPON S IVE 1 INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 19 A


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MAKE YOU R EMAIL RESPON S IVE 1 1 2 3 4 5 6 INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A0


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CURATE YOUR CONTENT 2 INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A1


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MAKE YOU R EMAIL MOBILE FRIENDLY 2 INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A2


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TRENDS 1 - S implified con tent Si mpl e r an d short sente nce s . Cl e ar i nstru ctions tell i ng t h e custome r what to do. Cl e ar an d bold call to act i o n s . INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A3


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TRENDS 2 - M obile - agai n. Mo bi l e focu sed design . Respo nsive design. La rge, sc rollable conten t . ! INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A4


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TRENDS 3 - Colour bloc king Us e col ou rs to separate s ec t i on s of yo ur e mail. Wo rks we ll on mobile and d e s kto p. Stri ki ng us e of you r co l ou r pal l et . INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A5


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TRENDS 4 - Flat design Us e o f flat colours. Si mpl i stic design. Access i ble con te n t. Mo bi l e optimised. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A6


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TRENDS 5 - Sc rolling is OK Le ss fo cu s on the “fol d ”. People scroll more n owad ays, es pec i ally on mobile. CTA’s for e ac h section. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A7


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HEAT M A PS Mo st Ema il Marketing su i t s h ave t h i s f unc ti o n. A vis ualisation of where an e m ai l d raws clic ks. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A8


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ALT TEXT Ma ke su re you have w r i t ten A l t tex t for yo ur images. Be fo re th ey load, ema i l b rows e r s d is p l ay th is text to gi ve t h e u s e r an ide a o f what the imag e i s of. I f no th i ng is present, i t wi l l d i s p l ay th e n a me of the imag e. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 2 A9


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TYPES OF EMAI L


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ADV ERT Thes e are email asking p eo pl e to d o th in gs. Si gn u p, buy, subscrib e. Thes e need to be tail ored l i ke 
 any advert. Try n o t to think email . Thi nk advert. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A2


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NEWSLETT ER In for m ative emails, usu ally people h ave s ig ne d up to. Lo t s or sep arate articles. N av b ar / con ten t bar. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A3


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FORM AL A mo re tone d down ap proa ch to convey a seriou s me ss ag e. Wi l l at most inc lu d e a h e a d e r i m ag e, lo go and a footer. INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A4


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A-B TESTI NG 35


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TEST L AYOU TS INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A6


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TEST L AYOU TS INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A7


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TEST CALL TO ACTIONS CLICK HERE CLICK HERE FIND OUT MORE CLICK HERE FIND OUT MORE BOOK NOW INTRODUCTION FIND OUT MORE CLICK HERE BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A8


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TEST IM AGES INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 3 A9


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INFOGRAPHICS


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INFOGRAPHICS INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 4 A1


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INFOGRAPHICS INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 4 A2


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NEW TECHNOLOGY 43


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JAVASCRIPT INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 4 A4


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VIDEO INTRODUCTION BEST PRACTICE TYPES OF EMAIL A-B TESTING INFOGRAPHICS NEW TECHNOLOGY Q&D 4 A5


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