With email marketing is important to remember the fundamentals: advertising the right product at the right price to the right people.

  • Make sure key elements are contained in the top 2-4 inches of the email.

  • Bear in mind 75% of people use horizontal panes whilst 25% use vertical and more consumer email platforms (ESPs) are adopting commercial style preview panes.  This makes the top left-hand corner the most valuable space you have.

  • Administration (unsubscribe, contact details, company reg. No. etc.)

  • Include a link to ‘My Account’, particularly if you offer order tracking.

  • Link to web version of the email.

  • Optimise the message without the images

    • Is the company recognisable?

    • Is the brand identifiable without the logo?

    • Is the message understandable?

    • Is the value of the proposition obvious?

    • Would you download the images on the strength of the content?

Subject Lines

  • Avoid misleading subject lines.

  • Should be relevant to the content of the email.

  • Use fewer than 30 characters (6/7 words) in the subject line to attract the reader’s interest and stop the message being deleted.

  • Do not use ‘CAPITALS’, exclamation marks!!! Or ‘Re:’ (these are tagged as Spam).

  • Use the subject line as a teaser e.g. 'Conrad,  you might be eligible for 50% off'

Email Copy

  • The subject line should be repeated in the message body.

  • Clear and concise introduction of what the message is about.
  • Avoid old-fashioned sales-focussed copy.

  • Add a text-based link to a web version of the design at the top of your email e.g. ‘This email contains images, if you cannot read this email, please click here to view.’

  • Write short and concise sentences and paragraphs.

  • Make your content more copy intensive rather than image intensive.

  • Never use images for important content like headlines, links and any calls to action.

  • Place at least two clear call-to-actions leading the reader directly to the appropriate page on your website.

  • Avoid words such as ‘Free’, ‘Call now’. 

  • Avoid excessive punctuation and use of "click here," ££, and other symbols.

  • Add ‘Forward to a friend’ to your message – this will facilitate rapid dissemination of your communication to a wider base – for free!

Corporate Identity & Layout

  • Make colours match the corporate brand.

  • The communication should reflect the website that it leads to.  Use similar navigational styles.

  • Make sure all text is no smaller than 10 point, but no larger than 36 point.

  • All fonts must be universally recognised.

  • Don’t use white font colour

  • Try to keep backgrounds pale.

  • Never use too much red.

Images

The following will help minimise image blocking:

  • 70% text: 30% images.

  • Alt tags (include teasers).

  • All links in HTML (unless it contains spammy talk).

  • All images described in the text.

  • Text version of the email.

  • If a big image is absolutely necessary use the slicing method to split the image into smaller image chunks.

  • Avoid placing large images “above the fold" – ensure that copy content is easily visible.

  • Use alt text for all images for a better experience with email providers such as Gmail and accessibility.

For more information on our email marketing services, call or email us: 09 579 4269 or email@steer.co.nz

Useful Email Marketing Information

Optimising your Emails >>
Personalising your Emails >>
Top 20 Tips for Email Marketing >>
Top 5 Tips for Email List Building >>
Email HTML Creative Guidelines >>
SPAM Words & Phrases >>