HTML Email Advice

 

1. Prioritize Scannable Content

  • Emails should be scannable as most users tend to skim rather than read thoroughly.
  • Lower information density often leads to better outcomes.
  • Grab attention within the first 40 characters; keep titles concise and keyword-rich.
  • Utilize preview text effectively and do not duplicate the subject line in the body content.

Sources: Newsletter and Marketing Emails (NN/g), Email Subject Lines (NN/g)

2. Optimize Layout and Visuals

  • Single-column layouts perform best for readability, information density, and responsiveness.
  • Incorporate full-width images for maximum impact; users prefer them over thumbnails or half-width images.
  • Exercise caution with emojis in subject lines; while attention-grabbing, they can sometimes evoke a negative response.

Sources: Marketing Email and Newsletter Design (NN/g), Emoji Usage in Emails (NN/g)

3. Manage Email Size

  • Aim to keep email size below 100KB to avoid potential spam filtering, especially for clients like Apple Mail, Outlook, and Gmail.

Sources: How Does Email File Size Affect Deliverability? (Email on Acid), Guide to Email File Size and Load Times (Litmus)

4. Address Image Blocking

  • Outlook and AOL clients block images by default, requiring users to manually enable them.
  • Over-reliance on images may increase the likelihood of emails being marked as spam.

Sources: The Ultimate Guide to Email Image Blocking (Litmus), Case Study: Building Emails with Images vs. HTML (Medium)

5. Consider Popular Email Clients

  • Prioritize mobile optimization, as Apple iPhone and Gmail are among the most widely used email clients.
  • Outlook remains a significant player, particularly in desktop environments.

Sources: Most Popular Email Clients (Campaign Monitor)

6. Balance Image and Text Ratio

  • Maintain a balanced image-to-text ratio (roughly 60/40) to avoid spam filters.

Sources: Should I Be Concerned with Text and Image Ratio in Email? (Email on Acid)

7. Keep Emails Short and Focused

  • Readers typically engage with only a fraction of newsletter content; keep emails concise and focused.
  • Emails under 100 words tend to have higher click-through rates, so prioritize brevity.

Sources: Email Newsletters and Inbox Congestion (NN/g), Ideal Email Length (Email on Acid)

8. Leverage BIMI for Branding

  • Implement Brand Indicators for Message Identification (BIMI) to enhance brand recognition, credibility, and engagement.

Sources: How to Create a BIMI Logo (Email on Acid), What Is BIMI and Why Should Email Marketers Care? (Litmus)

9. Adapt to Dark Mode

  • Consider dark mode compatibility for improved readability and user experience across various devices and email clients.

Sources: Ultimate Guide to Dark Mode (Litmus)

By integrating these insights into your email marketing strategy, you can create campaigns that not only resonate with your audience but also drive meaningful results. Remember, user experience is key to building lasting relationships and driving business success in today’s competitive landscape.