Email Design Best Practices

Kara Trivunovic, Founder & PrincipaTh E il Ad iThe Email Advisor

© Copyright 2009. The Email Advisor LLC© Copyright 2009. The Email Advisor LLC

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he outer envelope of your offerh tt ti tthe attention getterfferentiation pointpt’s bad, it’s bad….

• 40% = Audience• 40% = Offer/Timing• 20% = Creative



• General rule of thumb• Technical vs. subjective• Test it outTest it out• What works for you…

• Call it like you see it• Variations in creative guides• Don’t be misleadingDon t be misleading• Sorry guys – THAT is not a

l ttnewsletter



NOTE: Indicative of message components not message layout/format

A P h dA. Pre-headerB. HeaderC. NavigationD Table of ContentsD. Table of ContentsE. Feature CopyF-I. Body CopyJ. FooterJ. Footer

• It’s not cookie cutter• Simplify your process• Improve turnaround timeImprove turnaround time


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Any change in font look: face, weight color sizeweight, color, sizeLimit 3-5 for entire messageCan be distracting – lose focusfocusDon’t make it flash…please

• Keep the background white or lightor light

• It’s all about readability• Background

suppression it happenssuppression…it happens• Keep it clean


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Properly using imagesApply dynamic logic to your imagesUse animated GIFs carefullyI i d ’t Image suppression – don’t forget about it

• The top 250 pixels of the message

• Entire message should be discernable• Entire message should be discernable

• It should be visible:• Headline• Brand

Navigation• Navigation• Offer• Call-to-ActionCall to Action• Unsubscribe• Table of Contents (for newsletters only)


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• The billboard mentality• 3 seconds to communicate

your message• People SCAN email they don’t

READ itREAD it• Short and sweet• Newsletters play by slightly

different rules

• Audience engagement makes a differencemakes a difference

• Industry verticals vary• Images can help or hinder

I • …even I am wrong sometimes.


• www.TheEmailAdvisor.com/t• www.EmailSkunkHunt.blogsp• Find us on:Find us on:

• Facebook: http://idek.net/4ii // /• Twitter: http://twitter.com/ktriv


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Thanks for part

Kara TrivunovicKara TrivunovicFounder & PrinThe Email AdviThe Email Advikara@TheEma219 365 6445219.365.6445


ticipating!

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Email Design Best Practices

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