- Design should draw the recipient in
- Preview pane should include a logo or company name in a prominent position, a link to view the email online, and engage the recipient even if the images are blocked
- Include a table of contents specific to the issue with links, either to each item in the email newsletter or to the full text on a web site
- Use images as long as they add to the recipient's experience, not detract from it
- Content should be easy to scan, using bullet points and white space
- Personalize the content based on what you know about the recipient (info from sign up forms, web traffic, past purchases, etc.), whenever possible – technologies make this relatively easy.
Tuesday, June 16, 2009
These days seems like everyone is developing eNewsletters to support their customer retention and growth efforts. Makes a lot of sense, as long as you keep your customer at the top of mind when creating AND follow these best practices: