![]() ![]() If your email is long and a user has scrolled all the way through your content, make sure they have easy access to another call to action without having to scroll all the way back to the top of your email. This way you aren't forcing anybody to wade through longer content except those who are actively working their way through your email. Provide the shortest and punchiest information first, and then include your longer-form content underneath. These scenarios are all very different, but it's easy to cater to everyone by sticking to a logical hierarchy. Some will be 'on the go' and between important meetings, others may be extremely bored in a dentist's waiting room, and I'm very sorry to tell you that others still will be on the toilet. People read email in all kinds of different scenarios. If you are in the business of sending longer content that your readers enjoy, I am definitely not saying that there is no place for it in email marketing. Try this! Short punchy sentences with obvious buttons. Use clear headings and call out key concepts in bold type so that your scanning readers can get the gist, even if they don't read everything (which most of them won't). Text should appear in clear, delineated chunks that get to the point. Make It Scannableĭesign your email to be punchy. Try this! Short and punchy bites, with clear calls to action. Your aim with marketing email is to get people to click through to your website, so there is no need to delay that with a lengthy monologue, especially as a lengthy-looking email is going to overwhelm your readers with mental fatigue and make them more likely to hit "Delete". Your recipients will scan the email for things that interest them rather than reading the whole email, so divide it into bite-sized pieces which are as short as possible. #Mail designer pro tutorial freeFor example, “Start using your new account” or “Claim your free trial”. The best buttons combine the benefit of clicking through with the action itself. ![]() Try not to have too many links close together, which may cause a user to accidentally tap the wrong one.Ībout 50% of opens are on touch devices these days, so avoid language that doesn’t make sense, such as "click here".ĭon't hesitate to add an arrow-studies have shown that they are more effective-but, as always, test on your own subscribers. If you also wish to have text links within your copy, ensure they're bold and in a contrasting colour so they stand out. ![]() ![]() On mobile, make them 100% of the width so that they can easily be tapped with either thumb (no reaching required). Make Your Links ObviousĬreate nice, big, easily clickable and tappable buttons for your links. Emails are small and they're opened for a very brief period of time, so the function of every element needs to be crystal clear. It may seem boring, but being conventional really comes in handy with email. Try this! Clear and obvious sender name, subject line, logo and opening content. Make sure your sender name, subject line, preheader, and your 'above the fold' content is all meaningful and relevant to your reason for contacting your readers. This means as soon as your email is opened, your intentions and identity are clear, and your proposition won't be overlooked. Have all of this as close to the top of the email as you can get it. Tell your readers who you are, exactly why you're emailing them, and exactly what they're going to get out of the experience. This will just confuse your readers and make them more likely to delete your email or mark it as junk. Avoid using puzzling or cryptic sender names, subject lines, preheaders or copy. As always with email, test anything new and see how it performs to determine what's best for your subscribers. Some of the suggestions that I'm going to make won't apply to every list, company or product. The underlying principles are all about respecting your readers by giving them something valuable in return for their time which is, after all, the reason they signed up to hear from you in the first place. You only get one shot, so it's worth employing as many tricks in the book as possible to make sure your message gets through. Designing for email is about getting to the point and making the most of the brief chance you have with your subscribers. ![]()
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