WHEN IN DOUBT, KEEP IT SIMPLE Marketers who have put a lot of time into an email campaign often fall into the trap of doing too much with each email. You’ve put a lot of time into the campaign, so why not stuff each email full of images, sounds, videos, and crazy fonts and colors? The problem here is that you not only run the risk of landing in the spam folder but also of confusing the message to your customers. Keep your emails no wider than 600 pixels, leave white space in your content, and keep your fonts and colors simple. Also limit your image usage since there’s a good chance that these images won’t be seen. After all, many email clients disable images by default, and a lot of email these days is read on mobile devices which often don’t show images at all! USE PROS Some “design” software can automatically convert your content to html, but don’t rely on this kind of programming. It’s often of low-quality and can look bad when sent to your customers. Get a good designer on your team and take the worry out of your email design. TEST YOUR STRATEGIES How will you know when you’ve settled on a good design? Break your email recipients into groups and test. A good online bulk email service can do this for you, but most autoresponder software has the functionality to segment your mailing lists. You can then track the performance of each list against a number of different variables to determine which designs work and which don’t.
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