5 Email Marketing Best Practices

1. Above the fold: Structure your email to have the most important information visible to the recipient without the need to scroll. Have the most important information near the top and less important as you go down.


2. Guide the reader: Just like a newspaper, include a headline in a font larger than the rest of the email to grab the reader's attention. We recommend using 22-24 point font for the headline. In the body of the email use 12-16 point font. Consider using bulleted or numbered lists when appropriate to make it easier to scan.

3. Be consistent:

  • Use the same font throughout the email. 
  • Limit the number of colors used in the email. We recommend using one color for headline text, one color for body text, and one color for the background or borders. 
  • When including images side-by-side be sure to use images that are the same orientation. For example, do not put a landscape style image next to a portrait style image.


4. One CTA: Every email should have one CTA or Call-to-action - no more no less. (If you begin creating the email and find that you have more than one CTA consider crafting a second, separate email). The CTA tells the reader what you want them to do. (Examples: Shop Now, Buy Now, Get Yours, Join, Visit, RSVP, etc.) Consider using a clickable button for your CTA if you are trying to get the reader from the email to your website. You can customize your own button with the Button Widget. Click here to learn more about how to use the Button Widget. 


5.  Don't forget the subject line: The subject line is one of the most important factors that determine whether your email gets opened or not. Be sure to spend time on it just like you did your email. The subject line should tell the reader what they'll find inside and also create a sense of urgency, exclusivity, or excitement. Also, consider using an emoji at the beginning or end of the subject line, but do not use an emoji to replace a word as emojis may not show in all email clients.


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