Copy and design that works.
We can help you with creative and production, but you
have to do some work too. Start with proven direct mail
pieces and offers if you have them, then follow these
- Use your company or brand name in the "from"
line; from lines help people evaluate which emails
to open and which to delete.
- Write a great, compelling subject line and keep
it short — most email clients cut off subject
lines beyond 50 characters (typically six words or
- Place your logo in the top left quadrant of the
page and grab attention with your headline.
- Keep promotional emails short with concise copy;
know your audience and create content to match their
preferences; make it easy for them to find the key,
relevant information and take action.
- Promote offers that your customers will respond
to and value; keep offers fresh; if using a free gift
premium, make it a good one.
- Optimize above-the-fold space, typically between
300 and 500 pixels; less than 50 percent of your email
recipients will scroll below-the-fold.
- Understand the preview pane experience and include
pre-header text that includes your primary offer with
a textual call-to-action link above the HTML email
template; whether viewing on a mobile phone or on
Microsoft Outlook's horizontal preview pane the pre-header
text is the first thing read.
- Make sure that your emails have a healthy balance
of 50 percent images and 50 percent text and make
sure the main graphic reinforces the offer.
- Address image blocking; many recipients are using
Microsoft Outlook with the default setting to not
show images in emails; include text stating the offer
so that it will be visible even if images are turned
off or blocked in the recipient’s email client.
- Add text to have recipients view your email via
a web page; this is especially attractive to anyone
receiving your email via a hand-held or mobile device.
“If you cannot see graphics in this email,
click here to view it as a web page.”
- Design a plain text email version for AOL users
and other subscribers who can’t view HTML emails.
- Verify that your primary message and call-to-action
render successfully across all major email clients,
and check all links.
||Talk to the Experts.
Let us help you determine the right best
practices to ensure your success.