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marketing-tech:html-email:content-best-practices [May 20, 2014 10:44 PM] dordal |
marketing-tech:html-email:content-best-practices [Nov 21, 2020 10:39 PM] 127.0.0.1 external edit |
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+ | == HTML Email Content Best Practices == | ||
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+ | When creating your content, here are some best practices. Be sure to also see the [[/ | ||
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+ | * **Attract the user within a few seconds** and **keep the content relevant**. In some ways this almost goes without saying, but someone is likely to look at your email for only a few seconds before they decide if they need to read it or not. Keep make sure you have something (a great headline, a subject, etc.) that will attract them quickly. Then make sure that your content is very relevant to the user, or else you'll risk turning them off to future emails you send. | ||
+ | * **Avoid bad words** (' | ||
+ | * **Personalize your subject lines**. In an informal study I did, I found an 18% increase in open rates when I used 'Hey [name], XYZ' instead of just ' | ||
+ | * **Aim for character limits on subject, preheader**. In general, you want the 'From Name' to be less than 25 characters, the subject to be less than 35 characters, and the pre-header to be less than 85 characters. | ||
+ | * **Display the recipient' | ||
+ | * **Make sure your sender information is correct.** For the ' | ||
+ | * **Consider all of the following features**, as your technology platform allows: | ||
+ | * Forward-to-a-friend link: A button or text link to an online form to send a copy of the message to another recipient. | ||
+ | * Opportunity to subscribe: Provide a button or link to a subscription form. If your subscriber forwards the email to their friend, it would be great to get the friend to signup too. | ||
+ | * Preference Center/ | ||