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This one time, a friend of mine used the email subject “Are You Wet?” to showcase sweaters on sale. It had rained heavily that morning in Lagos; however, a reader in Abuja would’ve easily misunderstood the subject line. That day we got the highest open rates in that quarter.
Email marketing campaigns are essential elements of any marketing strategy. With short attention spans and intelligent buying and browsing habits, digitally-savvy consumers prefer personalized, relevant means of communication.
The eCommerce newsletter infographic below is a guide to optimize email design content and layout for desktop and increasing mobile users.
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1. E-Mail Preheader: Use one-line pre-header text to outline the offer. Also include a mobile friendly url to a hosted version of the newsletter.
2. Main Offer: The top of the email gets the most clicks, always ensure that you have your main offer at the top with a clear call to action.
3. Design Width: Keep the width of your email design width between 500 – 600 pixels, this is ideal for desktop and mobile devices. To cater for retina desktops and laptops, use double the intended image dimension and scale down to actual size.
4. Call to Action: Buttons outperform text links. Call to action (CTA) buttons such as “Add to Bag”, “Learn More” or “Shop Now” should be clear, concise and well placed on banners.
5. Use of Images: Use relevant images, white space, contrast and limited amount of fonts and colour to help the reader assimilate the information better.
6. Contact and Subscription: Add your venture’s name, address (if applicable), telephone number, url etc and refer to the newsletter subscription status.
7. Social Media: Add social media follow and sharing icons to your emails to extend the reach beyond the recipients in your database
8. Use descriptive ALT: Use descriptive ALT attribute for each image. ALT text are snippets of text related to an individual image used in email so that before an image loads, the user has an idea of what the image is.
9. HTML Layout: Do not design email newsletters that are nothing but one long image. Your recipients won’t see it clearly, smaller fonts appear blurry and spam filters can’t read any content, so they’ll assume it’s spam.
10. File Size: Ensure that the overall file size should not exceed 300kb so that it can load quickly on desktops and mobile devices.
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