Get your email content right

Written by Chris Barling
Thursday, 11 August 2011 00:00

Once your email is delivered and opened, you have a second or two to catch the reader. Fantastic creativity absolutely does not guarantee success. For instance there’s an issue around images versus text – remember that images are usually initially suppressed with a red cross. The initial pane is likely to be one third the size of the web page – so take this into account.

Don’t require any scrolling to the right, scrolling down is OK. Most people look at the top of screen first, so you must hook them on the first part – this is where a logo may or may not be a good idea. A logo may be the only thing the recipient looks at. Certain moods can be engendered by the use of certain colours and fonts so again test them to see what works best.

 

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