Message Design Recommendations

In order to make sure your email stands out, successfully gets to the intended recipients and is also compliant with e-marketing laws, we recommend following these tips:

  • Make the subject interesting and add a catchy line of text as the first sentence

    When setting up your message, the first line of text a subscriber will see is the subject and in many cases, the first line of text in your email will show in the preview of the message so make sure to include something catchy.
  • Always include a View In Browser link

    Some email clients may have images turned off, or your message may not render properly. To avoid this, always include a view in browser link so the receiver can open the email in a browser.
  • Always include an unsubscribe link

    This is very important in being CAN-SPAM compliant. Make sure your email has an unsubscribe option on it.
  • Make sure to include an address

    Make sure your physical business/customer service address is included somewhere in the email (this can be a street address or a PO Box). This enables people to unsubscribe by mail if they wish to.
  • Image to text Ratio

    Avoid sending Image-only or Text-only emails. Keep the ratio between 30/70 to 40/60 (image/text). If you have too much images, a good way to increase your text count is to add a paragraph about the company, text links to products, contact, etc. and/or expand your footer text. If you have too much text, you can increase your image count easily by adding images and links to social media pages and affiliates.
  • Slice large or long images

    Large images can cause soft bounces and they can also cause your email to be marked as spam by the ISP. If your image is too large or too long, slice it into two or multiple parts. This can help you increase your image ratio as well. Make sure to include an alt text for each part of the image.
  • Test in desktop, tablet and mobile format

    Responsive design is a big thing these days, especially with new technology, everyone is receiving emails on their mobile devices so it makes sense to make sure your message is mobile friendly. Make sure to preview your message in both desktop, tablet and mobile view. You should also send a test to yourself and view it in the various devices so you can make sure the email looks the way you want it to look at all times.
  • Make sure all links work

    Dead links will trigger spam filters and also cause frustration with the subscriber. Make sure to test each link.

  • Font tips –
    • Focus on readability. Sans-serif fonts are generally preferred over serif fonts. Popular web-safe sans-serif fonts include Arial and Verdana, and popular web-safe serif fonts include Times New Roman and Georgia.
    • Keep your font size 11 pixels or higher, and consider larger text if you have an older demographic—don’t make readers strain their eyes!
    • Use dark text on a light background whenever possible. Case studies show that this enhances readability and achieves higher performance.
  • Image tips –
    • Apply brand-appropriate color palettes and consider using a consistent color palette in each newsletter.
    • Use graphics and imagery to help delineate content segments.
    • Make use of the “S”-curve. An “S”-curve arrangement of images and text tends to draw viewers’ eyes down the page.
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