Help your email designer help you

A good design has high conversion rates and is easy to use. It meets business goals while it is pleasing for people who receive it. Creating content that can facilitate a good design can be difficult though. Here is a list of marketing tips that will allow you to create great content that will make it easy to design for, but more importantly get you those conversions. Here is a great article that details how a company improved conversions by matching email strategy with mobile strategy and also how improved design and design practices like mobile optimisation improved their conversion rate. Offers aren’t everything Strong offers are obviously important but if that is all you’re saying users will get bored…

7 Tips for better Email follow ups

If at first you don’t succeed…Resend! Marketers have an edge when it comes to email vs. traditional channels: They know who did or didn’t open the first email, and they can act accordingly by sending more email. Sending more email? When everyone is fearful of over sending? Yes! Send more email! Although every marketer has to determine their own ideal email frequency in order to maximize email marketing ROI without causing a rash of spam complaints or unsubscribes, there is a kind of email that can be done on a case-by-case basis regardless of ideal frequency: the resend. Resending emails to subscribers who didn’t open the first email is a tactic that can increase open rates and click-through rates and…

Sender best practices

In February, the M3AAWG (Messaging, Malware and Mobile Anti-Abuse Working Group) released version 3.0 of their “Sender Best Common Practices”, the first time this document has been updated since 2011. This document is primarily aimed at delivery and compliance professionals at ESPs (Email Service Providers), but there’s a lot of important information and guidelines which I hope to summarise here for a broader audience looking to improve their email marketing practices. Who? The M3AAWG is a consortium founded in 2004 to bring the messaging community together to fight against abuse of the various messaging platforms, specifically things like spam, malware, bots and denial of service attacks. The group’s leaders and members represent some of the largest network providers (Comcast, Time…

List growth today

Target your sign up messaging for a high quality email list Great sales and marketing programs deserve a great audience both in size and quality, so it is understandable that that lists and data quality are in the top three of priorities for marketers this year. If we want to increase our email list growth, where do we look? I oftentimes refer to a running joke from the services industry. It goes something like this: Our services are : 1) Cheap, 2) Fast, and 3) high quality. Pick two. It holds a lot of truth, often those three options don’t line up together, luckily there are ways to growing your email list while retaining quality. Your strategy for promoting signups…

Writing link text in emails

Email design and coding has always been about the ever important call to action. While button styles have changed over the years on thing that has always remained present is the need to have text links through out the copy. Email designers, coders and the people sending the email are often putting the words “Click here” on their links. While the mistake of adding the words “Click here” into an email might be an innocent or seemingly a minor one it really is a big problem for a few reasons. Firstly it doesn’t tell anyone anything, it is a instructional command and does not give the user any information about where that click might take them. Secondly on the web…

Gif VS CSS

Animated GIFs vs CSS Animation – The Showdown

Ding ding. We’re in for a fight night treat today as two big powers are squaring off. In the blue corner, we have animated GIFs and in the red corner, we have CSS animations. It’s time to find out who the heavy-weight champ is. Animated GIFs In the blue corner, weighing in at anywhere between 50kb to 3mb we have the stalwart of email marketing, the animated GIF. Long have animated GIFs (pronounced gif, not jif!) been used in email marketing. They are an excellent way to draw attention to a specific area of an email or add a bit of life to an email. Just take a look at this example by Boden: I love animated GIFs, but they’re…

How to create hi-res retina images for email

While the world of email might be a a few years off from implementing something like SVG images there are a few tricks you can do to ensure you have high or at least higher quality images in your emails. The technique described here works best for small images, icons, or single colour images. During the testing process I noticed that serving images even slightly larger in size did have quite a noticeable image quality improvement on the retina screen. What we can learn from this is it’s not always necessary to supply exactly the right amount of pixels for the retina screens just try and get as close as possible. For this example I’m going to make a logo…

Sublime text for email coding

Email coding is getting a better and more professional reputation and we are now starting to see tools made specifically for email coding, such as the new Litmus email builder. While this is an impressive and rapidly evolving tool the fact that is an online editor and not desktop app is still a deal breaker for me. While most email coders out there probably use Adobe Dreamweaver I know our peers in the Web Design industry often sneer and jeer at us email coders. Not only do we code in “gross” table mark-up but even our editor of choice (Dreamweaver) is super uncool. Well quite a while ago now I caved to peer pressure and made the switch to Sublime…

A robust testing process for email campaigns

Email testing is vital. Anyone who has worked in email for any length of time knows that sending an email with a mistake is not only embarrassing for you and the client but potentially a large financial risk. Terms and conditions might not be legally binding or worse, you might even lose the client. As the saying goes though people do make mistakes, everybody does. In this article I’m going to quickly run through a solid email testing plan which hopefully will help you know what you should look out for when coding. 1. Get everything tidied up Once you have the HTML and plain text version ready, save everything. Everything from the Photoshop file with the slices, the brief,…