Sometimes I just want a simple checklist to make sure I’m checking all of the boxes. Here’s a helpful list to keep close when you’re designing a good marketing email:
- Make sure that your most important info – headline, call to action – is delivered in text, not an image.
- Use an opt-in list.
- Provide an unsubscribe option in your email footer.
- Provide your physical address and contact info in the footer
- Send the email as both HTML and text (multipart). Most email campaign providers do this for you automatically.
- Use images thoughtfully and sparingly. Clickthrough rates are highest for emails with 3 or fewer images.
- Use ALT text for all images, so if they don’t load, as is common on smartphones, the reader knows what is missing and is enticed to load images.
- 16px is a good size for text to be readable on mobile devices.
- Provide a link to view the email online for those who have problems viewing it in their email client.
- Keep the layout to 600 pixels wide or less.
- Use a single column or mobile responsive design or template.
- Write clean HTML – ugly HTML can trigger spam filters.
- Avoid all-image emails. They can trigger spam filters.
Also check out our step-by-step instructions for getting an email marketing system set up for your business.