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3 Tips to Improve Your Email Marketing Performance

While the past year has definitely belonged to social media marketing, email marketing is still an important way to connect with customers. It’s free, direct, targeted and time controlled. You can get your message in front of the eyes of your potential client, which is why it is essential to design your emails well. Social Media Today explains how to get it right.


  1. Ensure your email is opened

When a person looks at the unopened emails in their inbox (apart from maybe head-desking) they scan the From Name, Subject and Preheader text. It is essential to have a recognisable brand name as your From Name to avoid being immediately binned.

The subject line must also catch the attention. If possible, it should be personalised, intriguing, to the point and not misleading. Try and keep it to 65 characters if possible. The Preheader must further engage the attention and state the purpose of the email in no more than 55 characters, and it should ideally include a ‘View Online’ link.


  1. Make sure the design is optimised for mobile

It is estimated that 39% of emails were opened on mobile devices in 2020, so a responsive design is a must-have. Stick to a single column layout, a title font of 22px and a copy line font of 12-14px, with the line spacing 1.5 times the font size. The Call-to-Action button should be a minimum of 44x44px, with a font size of 16px or more.


  1. Add images and rich media

Eye-catching images will make the email more inviting and memorable. They can engage with the viewer emotionally, or just showcase your product to best advantage. If you want to go further, add GIFs, videos, or interactive elements. Don’t forget to include alt-text and other accessible features, and stick to web-safe fonts.


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