Creative

Strategy for email programmes should include the regular testing of master templates and individual design components to ensure that they render successfully, using a variety of email clients and devices. This chapter discusses the benefits of pre-deployment testing, and also looks at how AMP for Email can benefit email design. Design render and pre-deployment testing […]

The following checklist lists layout elements and best practice advice for how to include them in email design. Figure 1 provides an example of how these elements work together to increase brand trust and relevancy. Table 1: Key elements to consider for email layout Element Heading Distinct text headline Use a headline in a large […]

When designing email templates, it is vital to consider who will be reading the email. Email marketers should ensure they think about the different reading requirements and cultural preferences of audience segments. This chapter discusses some of these considerations. Designing for accessibility Accessibility has become a pressing issue as awareness of the difficulties many email […]

This chapter looks at best practice for email design elements. The following tips will help marketers consider each component of email creative design in the context of their goals. ‘Above the fold’ and ‘below the fold’ These terms come from newspaper design and refer to the horizontal fold that divides a full-size newspaper in half. […]

Marketers do not have to reinvent the wheel every time they want to send a new message. Every successful email marketing programme makes use of well-designed templates. These will have been tested for functionality across multiple email platforms and devices, and they can be modified in terms of content and messaging. This chapter discusses the […]