Email marketing is one of the most important aspects of digital marketing — but you already knew that! 😉

Today, we’re talking about 3 best practices for email marketing that are often overlooked.

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Prioritize responsive email design.

It’s 2021 (almost 2022…) and the prioritization of responsive email design is almost second nature for most marketers these days. Luckily, Net-Results Drag and Drop Email Builder makes it super easy to see exactly what your email will look like in Browser and Mobile formats. Prioritizing responsive email design can increase the efficacy of your communications, building trust with your leads.

A bonus tip: make sure you utilize supported fonts when designing. If your font is severely impacting the form and design of the email and is dependent on a font, make sure to test it through different email clients to make sure that it’s going out the way you want it to.

Use images strategically.

Did you know that some email clients have settings that allow images to be blocked from email previews and email viewing? It’s a great feature if you’re wanting to avoid malware as a reader, but it’s not so great if you’re a kick-ass company with a kick-ass offering and are trying to market that to your database of customers.

It’s great to include images (and videos) in your emails, but you’ll want to use them sparingly and strategically to make sure they pack the punch, even when the images and videos aren’t available given your customer’s email client.

An example of this would be to include your header text not only in your email but in the body of the email to ensure that the communication can still be effective even if the image is blocked. Use your images, but make sure to give your email recipients a variety of ways to enjoy the content.

Emphasize your Calls-to-Action (CTAs)

The final best practice of email design for email marketing is to emphasize your CTAs. Keep it simple by allowing your brand to shine through while also building a good-looking email.

Did you know that generally speaking, green and orange buttons perform the best when it comes to CTAs in emails? I’m a big fan of using a light background and a contrasting color button to emphasize a CTA. Make sure to include enough contrast between the button color, the background of the container (ie the body of the email), and the font color you’re using on the button. It’s probably not a great idea to put a black button with red text on a dark gray background. (I actually have a headache just thinking about it!)

I’m also going to cheat a little bit here and say that it’s also important to have really great copy that backs your CTAs up with a lot of value. Design should provide a platform for your offerings to really shine through, supporting your message without detracting from it. Streamline your copy to provide value while implying the process for your reader.

Till next time,

Sarah // Marketing at Net-Results

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Sarah Augustinsky

Marketing Automation Expert and Consultant