By continuing to use our website, you consent to the use of cookies. Please refer our cookie policy for more details.
Grazitti Interactive Logo

Marketo Email Best Practices

by on Aug 17, 2012 in Demand Generation, Marketing, Marketing Automation

Emails are a key touch point in lead generation and nurturing campaigns; and if you are using a marketing automation tool like Marketo, life becomes much simpler.

Below are best practices, including the dos & don’ts – all combined into one, which we have put together after completing a bunch of successful projects in Marketo.

Value

  1. Make Emails Simple
    • Ensure your most compelling content is at the top.
    • Keep your email text short and simple. Do not make the reader scroll-down too much.
  2. Links should be easy to identify and clearly labeled
    • Make the links identifiable to readers by making them colored or underlined.
    • Summarize the content of the page in the hyperlink, to allow readers to make a choice to click on the link on not.
  3. Tie your emails to the landing pages
    • Landing pages and emails need to have a common design.
    • Emails should prepare a case for what the landing page has to offer.
Marketo Email Best Practices

Development

  1. Cascading Style Sheet (CSS) Styles
    • Use Inline CSS for styling – internal CSS is ignored by few email clients, and external CSS is not supported in Marketo.
    • Avoid padding property of style attribute – Marketo does not support it.
  2. HTML Code
    • Use table layout for best delivery.
    • Avoid code redundancy – create and use templates where possible.
  3. Mobile Friendly
    • Maintain email template width between 500-600px.
    • Keep the subject line short so that it can be read in one go.
    • Keep the content concise and highlight the links to separate them from the main content.

Presentation

  1. Use Images Wisely
    • Avoid using images for important content like headlines, links, and any calls to action.
    • Add height and width attribute to the image tag. This ensures that your design doesn’t get squeezed or bleeds on the edges.
    • Always use alt attribute of an image so that if the reader doesn’t download the images or images fails to load, the email still gives the required information.
    • Always use border attribute of an image (border=”0”) as few email clients and browsers add borders to images by default.
    • Avoid Image Sprites, as Marketo (An image sprite is a collection of images put into a single image) does not support them.
    • Avoid background images as they are not supported by email clients.
  2. Test the Email
    • Test your emails on popular email clients before sending. Marketo provides the option to send test emails – making email testing easy.
    • Always add text version of your email to the instance so that if any email client doesn’t support HTML, a text version is delivered.

Trust

  1. Manage user preference and opt-out
    • Always give the user an option to unsubscribe, if he is not interested.
    • Add a privacy policy link in the footer is a good practice.
  2. Give readers a sense of security
    • Use relevant subject lines.
    • Add a recognizable and trusted sender name and address.
  3. Segment the List
    • Get a separate list of prospects who are interested in your newsletter/campaign.
    • Respect the reader who unsubscribed the email, remove them from the list, and nurture them with their interests.

Tags:


Related Articles