When it comes to email marketing, there is a LOT to think about. Graphics, layout, text, CTAs – the list goes on. With so much happening, it can be easy to overlook things which seem less crucial; especially if you’re under time pressure. Here’s a quick reminder of some commonly overlooked aspects of email marketing which you should try to keep in mind for your email campaigns.
This first point is crucial to your email campaign, and hopefully you never do forget it, but it’s understandable that adding links to the footer of your design is not the most exciting part of the newsletter design process. Spam law dictates that every email you send must contain a visible unsubscribe link. If you don’t include this in your design, you could land your business in legal trouble and even end up with a hefty fine. Definitely not something to forget! Other important links you may not want to forget are contact links to your customer service team, links to social media sites, view in browser links, and links to your website. These are all things that your customers will potentially search for in your emails, so it’s vital to make sure they are visible. One way to make sure you never forget another link is by building and saving a footer in Mail Designer 365. Insert all the relevant links and text into a layout block, and then save it to the My Layout Blocks tab to use over and over again in future designs.
The Inbox Snippet
This is an email marketing opportunity which so many businesses miss out on – don’t make the same mistake. When scrolling through your email inbox, how many times do you come across an email with the following preview text: “Can’t see this email? Click here to see it in full.”? The inbox snippet is the perfect chance to make your email stand out in an overcrowded inbox. Much like the subject line, the snippet gives you the opportunity to provide readers with a tantalising sneak peek that’s bound to make them want to open your email. In Mail Designer 365, it’s easy to insert; you’ll find the snippet editor right underneath the subject line editor. No excuses! 😉
The Plain Text Version
Plain text emails are also a necessity when it comes to email marketing. We are strong supporters of HTML email design – after all, we built a whole business around it; however, there are some circumstances where HTML email isn’t supported. The super popular Apple Watch is just one example. It’s also a thumbs up for spam filters when they see you’ve taken the time to create a plain text version too. In order to keep your email campaigns accessible for every one of your customers, don’t forget to also create a plain text version of your email design. Our top tip for plain text email? Keep it short and sweet. Because there aren’t any exciting graphics or CTA buttons to keep readers engaged, you have to let your text do all of the talking in order to convince customers to check out your site. Make sure to only include the key points of the email and keep the text brief. It will be super effective.
Fallback fonts are super important to include in your email designs. While it may be tempting to go for the coolest and most visually effective web fonts, some email clients do not support them; resulting in missing text and a frankly ineffective email design. In Mail Designer 365, you have the option to include multiple fallback fonts, as well as “email-safe” fonts which are supported universally. When creating your designs, don’t forget to quickly choose at least one email-safe option for your own peace of mind. For more advice on fonts, check out our recent article on the best fonts for email marketing.
Alt Text and Image Links
It’s relatively common that email clients will not automatically show your images in the reader’s inbox. This can happen for a number of reasons: a lot of people choose to configure their inbox preferences that way, your image may be too large to load properly, or you may be marked as an unknown sender. Whatever the reason, it’s not ideal. One way to make the best of this situation is by including alt text and a link for every image. This way, instead of seeing a huge blank space, your reader will see your chosen text to describe the image (e.g. Yasmin Scalloped Skater Dress Black) and a link to view the image on your website. Although it would be optimal for your image to be presented to the reader in your email, you are making the most of the space available to you by including links and alt text for context, as it ensures that readers still have the chance to view the images if they want to. Click on any image in Mail Designer 365 to edit the link and alt text.
These five aspects of email design may not stand out to you as being an essential part of your email marketing campaign; however, if you take the time to remember to include them all every time, your emails are guaranteed to be better than ever.
Until next time!
Your Mail Designer 365 Team