5 Critical Factors for Designing your Email Marketing Campaign
Use fewer words
We have a short attention span when reading emails, especially if we feel the email has a marketing bias. Get to the point quickly and precisely; don't waffle; don't bother with detail. Focus on capturing the reader's attention and lead them to a clear, simple call to action.
Email design is not web design
The technology you can use in email design is about 15-years behind what's available for web! Forget about stylesheets and anything that's remotely "Web 2.0". Stick with basic text, images and tables.
Avoid risky words
"Free" and "special offer" are used extensively in spam emails so ensure your email does not get mistaken for spam by finding a way to explain your proposition without "spammy" wording.
Balance text with images
Balance is the key word here. Customers will not bother reading your email if it's comprised entirely of text. But litter your email with lots of images - or worse still build it from one large image - and you run the risk of your customer's spam filter blocking your email before it hits their inbox.
Use "alt" tags
An "alt" tag (short for alternative) is the text description of an image that remains hidden unless the image can't be displayed. Many email clients (Outlook in particular) turn off images by default so specifying an alt tag means recipients can see at a glance what an image represents... making it more likely that they'll enable images and view your email fully.
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