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.
- 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.
- 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.
- 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.
- 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.
- HTML Code
- Use table layout for best delivery.
- Avoid code redundancy – create and use templates where possible.
- 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.
- 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.
- 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.
- Manage user preference and opt-out
- Always give the user an option to unsubscribe, if he is not interested.
- Give readers a sense of security
- Use relevant subject lines.
- Add a recognizable and trusted sender name and address.
- 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.