Webinar: Neurodiversity and Digital Inclusion
This webinar looks at the strategic and commercial benefits of neurodiversity and offers guidance on creating inclusive experiences for customers and empoyees.
A checklist for creating more inclusive customer experiences
Eight key steps to creating inclusive experiences, taken from Econsultancy’s Neurodiversity and Digital Inclusion Best Practice Guide.
Setting Up an Effective Email Testing Programme
Holistic testing is designed to reveal more about customer motivations and the ‘whys’ behind successful campaigns. It can be implemented as a framework that imparts both a testing structure and a method for applying the results generated from those tests. This chapter discusses how to set up an email testing programme based on this approach. […]
Approaches to Email Testing
Advances in technology, particularly at the email service provider (ESP) level, should mean that testing becomes more widespread and more affordable. The creation, launch and adoption of AI-based testing tools has also been a major factor in giving marketers more control over the testing process, including allowing direct access to testing and results. Different attributes […]
A Framework for Email Testing
Email testing is both art and science. Creative thinking helps drive the possibilities for testing, but science ensures that the results will be reliable and repeatable. It relies on a formal structure that identifies a problem, develops a framework to address it, follows a strict procedure that eliminates chance, error or bias, and delivers results […]
The Importance of Email Testing
The ability to optimise easily is one of email’s greatest advantages over other marketing channels. Marketers that routinely send messages to their subscription lists have regular opportunities to test and optimise. This allows for continuous improvement. Testing programmes Testing can be conducted on all types of messages, including promotional campaigns, newsletters or updates to whole […]
Testing and Optimisation for Email Marketing: A Summary
An optimised email programme will generate more revenue and build greater engagement. It will add to the company’s understanding of its customers, making the channel an even more valuable resource, worthy of greater investment. Testing is the most common method of optimisation. Many email service providers now include basic testing modules in their platforms, which […]
Email Design Testing and Optimisation
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 […]
Checklist: Layout Elements for Email Design
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 […]
Considerations for Email Design
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 […]
Best Practice for Email Design
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. […]
Master Templates for Email Design
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 […]