Given a customer scenario, recommend email design best practices to implement.
Sending well designed and relevant emails is key for successful email marketing. Several factors impact email design and best practices need to be considered for successful email campaigns.
Following factors impact email design and require respective best practices to be followed:
The sender name and address tells the email recipient who sent the email. It should always contain the brand sending the email, to ensure that recipients recognize that the email is sent from a sender they trust and subscribed to. The Sender Name and Address can be the same for all emails to ensure consistency, or different and related to the email content. The latter option helps to set the expectation of subscriber regarding what they can expect from an email.
The subject line tells subscribers what your email is about. It should reflect the content in the email and encourage engagement. Subject lines should grab the subscriber's’ attention and make them interested to open and read the email.
Email subjects should follow the KISS principle: Keep It Short and Simple. Emails with short and sweet subject lines have higher open and conversion rates. ISPs sometimes also truncate subject lines and limit them to 50 characters or fewer.
Despite the limited character length, subject lines should be styled individually. They should be creative and include brand style to take advantage of brand loyalty. Symbols, creative wordplay, or building intrigue can help to engage.
To avoid spam filters to mark emails as SPAM, subject lines should not contain the following characters and terms:
To determine which subject lines lead the best results, A/B test should be conducted regularly. Various lengths, personalization, and styles can be tested to determine what motivates subscribers to open and convert. Following items can be tested related to subject lines:
The preheader is the text which appears next to the subject line in email previews within inboxes. Unlike subject lines, preheaders can contain be longer than 50 characters.
As preheaders are shown without opening an email, they are as important as subject lines. They should support the subject line contain a call to action or a short summary of the email content.
As a best practice, preheaders should be catchy and not longer than 100 characters. The Marketing Cloud Email Studio offers a feature to preview and test how preheaders look in different email clients and devices.
The call to action is the goal of the email and prompts subscribers to do something. If subscribers take the action, they convert.
As a best practice, call to action should stand out in emails, to increase the number of conversions. Colorful buttons and bold text can be used to increase attention and help subscribers to take the action.
Calls to action should give subscribers an irresistible reason to open the email and take the action. Good calls to action are:
Email language and voice can also be used to create a feeling and brand image that make emails stand out.
The language and voice should be consistent throughout all emails and other marketing materials. This ensures that subscribers can establish a connection between email communication and brand.
Photos and graphics can be used to brand emails and make them more interesting. In all cases, they should display properly on any device.
Colors can be used intentionally to convey a feeling or image in emails. Depending on the brand and content of the emails, different color schemes are suitable. Colors can be integrated through images, buttons, headers, text, backgrounds, and other elements.
Color psychology can help to decide which color is most suitable for what feeling. For example, red or orange can make subscribers feel anxious, while blue and greed can create a sense of calm.
Dynamic Content and Personalization can be used to make emails more personal and relevant for individual recipients. If subscribers feel personally addressed or receive relevant content, they are more likely to open, read, and act on emails.
If personal attributes are collected about subscribers, Marketing Cloud can translate this information into highly effective and personalized emails. Following features are provided to send personal and dynamic emails: