27 Design & Content Tips for Creating Clickable Email Campaigns

800-920-7227 | www.pinpointe.com
Presented by: Eryn Branham

A Leader in Business-to-Business Email Marketing
Brought to you by
Pinpointe

Marketing Consultant + Email Marketing Specialist
Pinpointe + BB Marketing Group
www.pinpointe.com | www.bbmktg.com
Phone: 623-975-3335 | ebranham@pinpointe.com
Twitter / Facebook: @Pinpointe
Featured Speaker
Eryn Branham
Mike Pelosi
Pinpointe On-Demand, Inc.
mpelosi@pinpointe.com
800-920-7227
Moderator

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THE agenda
o Recent Email Trends: Design & Content
o Content Tips for Email
o Design Tips for Email
o Email Campaigns: Before + Afters
o Summary
o Q & A

TOP FIVE
recent design & content trends
1) Using animation
2) Utilizing shareable content
3) Creating your own icons
4) Requesting feedback
5) Showing face

TREND ONE: animation

SAMPLE TWO: animation

With Photoshop:
http://blog.hubspot.com/marketing/how-to-create-animated-gif-quick-tip-ht
Without Photoshop:
• http://makeagif.com/
• http://gifmaker.me/
• https://imgflip.com/
LEARN HOW: animation

TREND TWO: sharable content

LEARN HOW: sharable content
Add a “Share in Twitter” button to your email:
1) https://clicktotweet.com/
2) http://www.sharelinkgenerator.com/
3) https://www.sitepoint.com/add-tweet-button-anywhere/
Download the Twitter share image:
• Do a google images search – i.e. “twitter share icon”
• Find an image you like > right click on it to save it to your computer
Add a “Share on Facebook” or “Share on Google+” button to your email:
http://www.sharelinkgenerator.com/

TREND THREE: create your own icons

SAMPLE TWO: create your own icons

LEARN HOW: create your own icons
Free icon downloads:
1) http://www.freepik.com/free-icons
You can change the colors of the icons before downloading, choose the size &
download as a png. file.
2) http://www.flaticon.com/
These are a bit more detailed and still free

TREND FOUR: requesting feedback

SAMPLE TWO: requesting feedback

LEARN HOW: requesting feedback
Email Sentiment Widget Builder:
1) http://codepen.io/cvasquez/full/oxBvMP

TREND FIVE: show some face

TIPS: show some face
Including your headshot in the signature line.
1) Keep it professional
2) Can be used in:
• An announcement
• Personal event or training invite
• Sharing some general information

27
TWENTY-SEVEN EMAIL content & design tips

CONTENT: what will this section cover
Any instances of text in the email campaign…
from the supject line to the footer

CONTENT
tips
o Send from
o Subject line
o Preheader text
o Sharing – social icons
o Forward to a friend
o Header image copy
o Alt text
o Personalized content
o Message
o Links
o Call to Action
o Footer
o Unsubscribe Link

send from
Send From

TIP ONE: send from
Company
Never use a donotreply@url.com
Always use a person’s name and/or company name
Name &
Company

subject line
Subject line

TIP TWO: subject line
Keep it short and to the point.
Fewer than 50 characters

TIP THREE: subject line
Personalize it.
Add a first name, company name or location.

SURVEY: subject line

TIP FOUR: subject line
Start with action-oriented verbs
Try to inspire action.

TIP FIVE: subject line
Use list numbers.
Make it tangible.

LEARN HOW: create good subject lines
Resources:
1) http://www.subjectline.com/
Enter your subject line and get it evaluated.
2) http://coschedule.com/headline-analyzer
Enter a title and get it evaluated (works with subject lines).
3) 9 Tips for Writing Email Subject Lines That Work
http://www.pinpointe.com/blog/9-tips-for-writing-email-subject-lines-that-
work

preheader text
Send From

TIP SIX: preheader text
It should compliment your subject line & give a
bit more info on what your email is about.
GOOD BAD

TIP SEVEN: sharing
Make it easy to share your emails.
Don’t forget the forward-to-a-friend option.

TIP EIGHT: header copy
Convey a clear message that peaks subscriber
interest.
Make sure it is relevant.

message

TIP NINE: message
Talk about the benefits of what your promoting.
Focus on those and NOT the features.

TIP TEN: message
Write for 'scannability'
Make important details stand out.
1) Use shorter paragraphs with headers that stand out.
2) Summarize with bulleted lists.
3) Emphasize key offers and messages with emphasis (bold) within body copy.
Be careful not to overdo this since it can spoil the look and flow of copy.
4) Don't write in full sentences when a phrase can communicate the idea just as
effectively.
https://econsultancy.com/blog/64439-eight-best-practice-tips-for-writing-effective-email-copy/

TIP ELEVEN: alt text
Always, always use alt text.
Make sure it makes sense.

TIP TWELVE: call-to-action
Tell your subscriber what to do.
Make it short - no more than five words.
1) Download my free ebook
2) Start my free trial
3) Make an appointment
4) Get your free consultation

GUIDELINES: call-to-action
1) Visually striking with copy that compels you to click the offer
2) Action-oriented: Begin with a verb like "Download" or "Register"
3) Located in an easy-to-find spot
4) Easy to understand and clear: Be sure to state exactly what your
subscriber will get if they click on the CTA
https://knowledge.hubspot.com/cta-user-guide-v2/call-to-action-best-practices

TIP THIRTEEN: footer
Be CAN-SPAM compliant.
Put it in the footer.

DESIGN
tips
o Width & Height
o Organization
o Content Stacking
o Balance
o Alignment
o Space
o Typeface
o Branding/ Identity
o Color Scheme
o Images
o Call-to-Action

TIP FOURTEEN: width & height
Keep your emails no more than
550-650 pixels wide.

TIP FIFTEEN: organization
Prioritize your content from top to bottom.
Remember people scan your emails

TIP SIXTEEN: content stacking
Stack your content blocks.

TIP SEVENTEEN: balance
Create balance and harmony.
Effective email design is typically fairly simple and should only
require the use of a simple grid.

TIP EIGHTEEN: alignment
Left align more than a few lines of text.
Focus on readability

TIP NINETEEN: space
Don’t be afraid of whitespace.
Use it to break up your email.

TIP TWENTY: typeface
Use a typeface size that is readable
on mobile devices.
22-23 pt.
14-16 pt.

TIP TWENTY-ONE: typeface
Use a font that works well with your message.

TIP TWENTY-TWO : branding/identity
Clearly brand all of your campaigns.
The reader should instantly know who the email is coming from.

TIP TWENTY-THREE: color scheme
Choose a color scheme that
enhances your message.
Up to 90% of instant judgements of an
email are based on color or visual cues.
https://customer.io/blog/color-email-psychology-advice-design.html

SELECTION PROCESS: color scheme
1) Define the message.
Is it serene, bold, powerful, sensual, etc.?
2) Define what it should suggest.
3) Select dominate colors that convey the message.
4) Choose supporting colors that reinforce the message.
5) Utilize engaging color combinations.
6) Check competitors’ colors for similarities.

LEARN MORE: color scheme
What different colors mean:
1) http://www.colormatters.com/color-symbolism/the-meanings-of-colors
2) https://customer.io/blog/color-email-psychology-advice-design.html
https://blog.kissmetrics.com/how-colors-affect-conversions/

TIP TWENTY-FOUR: images
Never, never use one big image for your email.
Use a 60/40 text to image ratio.

TIP TWENTY-FIVE: header image
Choose a header image that enhances your
message – not distracts from it.

TIP TWENTY-SIX: body images
Don’t go image crazy.
Only use images where they make sense.

BONUS TIP: image size
Keep images under 100K
https://tinyjpg.com/

RESOURCES: images
Resources:
1) How to design a Killer Email Header Image in Canva
http://learn.infusionsoft.com/marketing/branding/how-to-design-a-killer-
email-header-in-canva/
2) Free images
http://www.freepik.com/
https://www.pexels.com/
http://www.freedigitalphotos.net/

TIP TWENTY-SEVEN: call-to-action
Make it stand out!
And remember- to focus on only one CTA per campaign.
https://litmus.com/blog/click-tap-and-touch-a-guide-to-cta-best-practices

EMAIL ONE:
before
SOME OF THE DON’Ts:
1) 1 big image
2) CTA blends in with the
images
3) Logo is in the middle of
the design
4) More than two fonts are
used
5) No physical address
6) Just plain hard to read

EMAIL ONE:
after

EMAIL TWO:
before
SOME OF THE DON’Ts:
1) No preheader text
2) No social sharing
3) Message isn’t written
for scanability
4) Text is too small
5) CTAs are confusing and
not prominent
6) No physical address or
unsubscribe link

EMAIL TWO:
after
WHAT I CHANGED:
1) Added personalized preheader
text
2) Used a smaller logo & made it a
clickable link to their website
3) Added social sharing
4) Reduced the body copy, but
increased the text size
5) Text is too small
6) Lastly, I added a physical
address and unsubscribe link

FIVE BIG email marketing mistakes

TOP 5 mistakes
1) 1 Big Image
2) Unclear subject lines
3) Sending From donotreply@yourdomain.com
4) Not reviewing for typos
5) Too many call to actions

Questions
Ask Eryn…
Marketing Consultant + Email Marketing Specialist
Pinpointe + BB Marketing Group
www.pinpointe.com | www.bbmktg.com
Phone: 623-975-3335 | ebranham@pinpointe.com
Twitter / Facebook: @Pinpointe

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27 Design & Content Tips for Creating Clickable Email Campaigns

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