1. How can I get more customers to open my emails?

Make your subject lines
interesting.
Focus on benefits
Offer value
Be timely
Ask a question
Create urgency
Provide relevant Call to action

Know your audience &
personalise. Personalised
subject lines are more
likely to be opened.

Set customer expectations &
be clear about what your
email contains.

Test out different subject
lines & measure your
results.

2. How can I make my emails look better?

Imagery matters.
Use a catchy hero image
Use buttons within images
Use animated gifs to attract attention

Don’t be afraid to use vibrant bold
colours in your email design. Also
patterns are great for attracting
attention.

Consistent fonts matter.
Limit the different font styles, sizes & colours
Increase line spacing to improve readability

Include plenty of white space
& padding. This will help
customers to easily read your
emails.

3. What are some of
the latest trends in
email marketing?

More marketers are now using video in their email
marketing. You can either use the Static Method
or Video in the inbox method. Check out this
awesome Video Email Infographic to learn more.

Transactional emails are often
the most valued thing in your
customer’s inbox. So make the
most of this opportunity &
include your branding & use
storytelling to connect
emotionally with your reader.

Gifs are a very popular way to
grab your customer’s attention.
Plus they help your email stand
out in a crowded inbox.
Check out these
Gifs in Email Inspiration
to learn more.

4. How can I sell more with email marketing?

Solving a problem for your
customer is a great way to
improve credibility.

Using testimonials &
case studies is a great
way to build trust as it
shows other people value
your products and services.

A picture is worth a
thousand words.
Make the most of
images to showcase
products. Or a
3d walkthrough is
even better.

Don’t be afraid to use
key messaging
in your emails.

5. How can I build trust with customers?

Cater for customers on the
go and ensure emails are
optimised for mobiles.

Include full sender details
in your footer including the
sender’s name & address.

Use realistic language
rather than embellishing
your message.

Encourage & respond to feedback so that customers feel
assured & know there’s a human sending the email.

6. Should I ever
resend an email?

Yes, if it’s valuable to your
customers & you change
your approach.

Tips for resending emails

• Only resend the most important campaigns
• Change your subject line
• Adjust the timing of your resend
• Measure the impact of sending the campaign

7. What do wearables mean for
email marketing?

8. What are the key principals to ensure your emails are
designed for accessibility?

Technical tips

Use responsive templates so that your emails are compatible on
all devices, screen sizes & mail clients

Always use alt text & HTML tags for images/buttons/headers etc.
This helps people using screen readers

Ensure web forms & landing pages have page titles

Design tips

Include a text only version of your email
Keep the font size above 14 pixels
Be mindful of colours, ensure text contrasts against background colours
Know your email hierarchy so there is a clear flow of information
Make your links large & easy to click

9. Can you share a real example of ‘when emails go wrong’?

• 

  Don’t just scan
  & use your
  brochure.

• 

  Don’t make your email all images as
  they might be switched off by default.
  Use Alt text.

• 

  Before hitting the SEND
  button make sure you test
  personalisation &
  dynamic content.