5 items | 1 visits
Zach Harkey's List: Email marketing
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May 01, 09
Excellent article discussing strategy of preheaders in HTML emails. Lots of examples and screenshots.
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May 01, 09
Great article with several valuable links and resources, including all source files to create the case study template.
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I also simplified the "utility links" at the top of the email. Previously this was a number of wordy sentences: "Design look funny? View it in your browser. Not interested any more? Unsubscribe instantly." I figured our readers know what each of these links mean and removed the explanation altogether. Moving the permission reminder further down the email was something I was prepared to try, and the new version didn't see any increase in spam complaints.
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To keep the new design as scannable as possible, I abandoned the 2 column design with secondary content on the right to a cleaner single column design. I also went for a big increase in the font size of each title and improved the contrast of the descriptive text so it was easier to read. Links were also given a more prominent color so they were easier to spot.
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