Guidelines for HTML email Design

Keep it relevant

Readers of email are merciless. If your messages are not targeted to their needs, they will quickly delete your message or, worse yet, they may unsubscribe from your mailing list. To increase the relevance of your messages, think about how to make creative connections with what’s going on in your readers’ world. Possibilities include holiday and seasonal promotions, connections to major news stories and entertainment events. These HTML Design Guidelines will help you create more relevant, readable and responsive emails.

Optimize text for scan ability

Remember, most visitors won’t read your entire email but will simply scan it, looking for clues to quickly answer their questions. For best results, use short blocks of text and bullets to make your message easier to scan. A call to action should be visible “above the fold” – that is, within the first screen full of information that the reader will see. Make sure that any links are clearly formatted as clickable links. If you’re using images for links, make sure they look clickable as well (for example, a button that contains the words “more information” or “order now”).

Size

The max size for your html ad is 65kb.

From Line

  • From lines recommended no more than 25 characters (including spaces)
  • From line should include your company name or brand
  • Use a consistent from line because recipients might have white listed you.

Subject Line

Subject lines- recommend no more than 40 characters (including spaces). This is the most important element in your email campaign below are some tips to help come up with a successful subject line. Make sure you do not use any of the Spam Trigger Words or you will be wasting your money.

Ask a question

Asking a question is a subject line technique that works well because it gives the customer something to think about. Your question should be something on almost every customer’s mind. And by opening your email, they’re answering that question through their interest. You can even answer the question in your subject line. Here are a few examples of question-type subject lines:

  • Running through too much toner? We can help
  • Need a cool backpack for Fall? We’ve got ’em
  • Need a better bod for summer? This workout works

All of the subject lines above ask a question, give an answer, and all come in under 55 characters. Ask a question and you’ll see your open rates improve.

Use the phrase “customer fave(s)” to sate curiosity

Most human beings are at least curious over what other people are buying. If a product has a huge audience and gets tons of good marks from customers, most likely your recipient will be more inclined to buy it. For this reason, we believe that a “customer favorite” product, featured in a subject line, is an easy sell. To make this tactic even more effective, use this phrase in a list subject line (see below).

Make it a list

A list is an easy way to offer something of value, sell a product or service, and not seem too obvious about it. A list gives a customer a subconscious message that your email is organized in a way that makes it an easy read. They’ll be more compelled to open your email if they know ahead of time that they’ll not be facing a wall of text. Add products or services to this list and you’ll not only get them interested in opening your email, but you can showcase various products at the same time.

Here are some good examples:

  • Top 5 customer faves for Spring
  • 10 products you can’t live without
  • 3 ways to save money on toner

Triggers for Spam Filters 

Click on this link for the most Notorious Spam Trigger words…..and a list of the Not as Notorious Spam Trigger Words