- 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
Best Practices for email newsletters
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:
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