Five really easy email wins

Ready to press send on your latest email? Hold off for five minutes! There’s a few things you can do to make your next mailer more impactful, improving your open and click through rates.

1. Concise content means you can use a bigger font, it takes less time to read and can be consumed on the move; while sitting on the bus or in line for the check out. Think mobile first, and ask yourself; if you’ve cut something out, did you really need to say it in the first place?

Nordstrom email

2. Make your content single column – this is a lot easier to resize in mobile and have it display well (ditch those massive margins).

3. Design for touch and fat fingers – make your buttons big, e.g 44px², and spaced out so users don’t misstep or miss-tap. I like this email from Lomography, with its unmissable calls to action:

Lomo email

4. Subject lines viewed on iPhones cut off at 35 characters! When I found out this one I was gobsmacked. At 35 characters, well that’s only a quarter of a tweet. The rest of your words just… vanish. You don’t want your readers missing anything crucial, so make sure the key information you want to get across is up front (e.g. lead with ‘Win’). Even better, rewrite your message so it fits in that space.

5. Check your alt text and pre-headers are in place – remember not all images will display. Here’s one example from Frankie magazine that shows the value of double-checking:

Preheaders - are they in place?

Whether you’re a one man brand or talking to hundreds of thousands of people, hopefully these little tips and tricks will help you out, and power you to the end goal.

 

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