In the January edition of The Marketing Profit, MediaWhiz outlined specific best practices to follow to drive great results for your email marketing client campaigns. We first discussed HTML and how applying best practices can ensure the effectiveness of your email messaging. Text is next.
In the second of a five part series highlighting email marketing results-driving solutions, we turn our attention to text campaigns offering easy-to-follow tips and guidelines designed to maximize message deliverability and functionality:
- Text creation: Write and save text messages in Notepad or a similar .txt format
- Keep it simple: Settings vary. Avoid using bold, unique font, tabs, true bullet points, underlining, colors, different sizes, italics, or symbols (Â©, , â„¢, Â¼, etc.). If a character or symbol is not visibly available on your keyboard, it cannot be used in a text message
- Go au naturale: Avoid hard returns. Let text wrap naturally from line to line. This will eliminate unnatural sentence breaks when the text is interpreted in different email applications
- A is for Arial: Stick with Arial 10pt font. It is standard in most email applications and highly legible for message readers
- Punctuation makes perfect: Punctuation should never immediately follow a URL address, even if the URL is at the end of a sentence. It may “blend” into the link, making the link inoperable
- Compliance is key: Avoid obvious SPAM words like Free, Coupon and Cash to ensure deliverability
- Clearly state your benefits: This will engage readers to encourage click-throughs. And click-throughs lead to conversions-to-sale
- Repetitive call to action: Early and late calls to action result in better reader responses
- Keep it short: At most, keep your text content 2-3 short paragraphs. But less really is more Sentences of 10 words or less work best. Keep the subject heading length at 50 characters or less Don’t lose the reader with too much copy
- Essentials come early: Important info should be featured at the top of your message. Details and explanations should come later in the copy
To deliver the best open and click-through rates for clients, it is important to reference best performing competitive offers. This will help you gage what is working and what isn’t in the digital space.
Coming soon – The third part of our five part series “Drive Engagement, Drive Results” – Best Practices for Maintaining Your Email Marketing Campaign Checklist