Basics & HTML

Overview Subject line best practices best practices – content & formatting How to navigate HTML HTML demo Q&A

Subject Line Best Practices 50 characters or less Concise & informative – but show your personality! Avoid spam filters: –ALL CAPS –Multiple punctuation!!! –Dollar signs $ –“Spammy” language – “free,” “percent off,” “act now”

Subject Line Best Practices 35% of recipients open based on the subject line alone (Jay Baer, Convince & Convert News) x Too long: 106 characters x Boring! x Important information is toward the end  Shorter: 49 characters  Actionable  Concise  Shorter: 51 characters  Catchy  Relevant  Informative

Best Practices - Content Use common sense! –Communicate: Clearly Succinctly Consistently With personality Keep most important content “above the fold” Include a call to action Include physical address in the footer Unsubscribe option Test, test, test!!! the “fold”

Best Practices – the bad Are you excited to read this??? After reading it, do you have a clear picture of what to do?

Best Practices – the ugly Yes, I’ve seen s like this. Just don’t let them come from your office!

Best Practices – the good More communication, fewer words Visually appealing More communication, fewer words Visually appealing

Best Practices - Formatting Font size: 13px and up Avoid using red text – can trigger spam filters Use “alt” tags for all images “alt” text

Keep mobile in mind! From line becomes more prominent Subject line length First few lines of your are important Mobile now makes up the majority of opens at 51% (Litmus)

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HTML Overview Syntax Your text here Nesting tags Your underlined text here opening tag closing tag displayed content tag is outside tag nested inside Your text here Your underlined text here

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Q&A I have a question!