"Have you ever thought about how your customers actually read your emails? As in, how they approach them… mentally? How important is the subject line? Do headings in emails matter? Which links are customers most likely to click? Are links in body content distracting? Are images important?"
"A lot of people don’t realize that it is also possible to add style attributes to alt tags just like any other text. Styled alt tags don’t work in every email viewer, but when they do, they increase the visual dynamics of a mailing considerably."
"embedded images in email do not evade image blocking. In the case of 'the Outlooks'1 above, not only were the images blocked, but they largely remained blocked, even when the other images in a newsletter were downloaded. The majority of email clients which reliably display embedded images (being Apple and iOS Mail) don't block images by default, making this technique redundant."
"When it comes to link and button placement in email newsletters, most of the decision-making seems to revolve around 'where they can be seen'. However, given the popularity of mobile email clients, should we also consider 'where they can be tapped'?"
"Currently, there’s no such thing as “mobile email standards.” But that doesn’t mean can just wing it—not when 70% of consumers say they delete emails immediately if they don’t render well on their mobile device.
The more you know about what limitations exist, the better off you’ll be. Here are some quick tips to get you headed in the right direction:"
"By removing the header image from the top of the email you can leave your email with a CTA preheader, navigation bar (hopefully bulletproof) and the content itself. You are now using more of that prime real estate of an email to convey your message. Let's take a look at a couple of examples."
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