In March, the China Internet Network Information Centre (or CNNIC) released the 53rd Statistical Report on China’s Internet Development Status: a comprehensive twice-yearly snapshot of digital life in China. Covering everything from device usage to China’s rural internet population, livestreaming growth to online ride-hailing, the report delves into the major trends shaping China’s internet landscape […]
Strategy for email programmes should include the regular testing of master templates and individual design components to ensure that they render successfully, using a variety of email clients and devices. This chapter discusses the benefits of pre-deployment testing, and also looks at how AMP for Email can benefit email design. Design render and pre-deployment testing […]
The following checklist lists layout elements and best practice advice for how to include them in email design. Figure 1 provides an example of how these elements work together to increase brand trust and relevancy. Table 1: Key elements to consider for email layout Element Heading Distinct text headline Use a headline in a large […]
When designing email templates, it is vital to consider who will be reading the email. Email marketers should ensure they think about the different reading requirements and cultural preferences of audience segments. This chapter discusses some of these considerations. Designing for accessibility Accessibility has become a pressing issue as awareness of the difficulties many email […]
This chapter looks at best practice for email design elements. The following tips will help marketers consider each component of email creative design in the context of their goals. ‘Above the fold’ and ‘below the fold’ These terms come from newspaper design and refer to the horizontal fold that divides a full-size newspaper in half. […]
Marketers do not have to reinvent the wheel every time they want to send a new message. Every successful email marketing programme makes use of well-designed templates. These will have been tested for functionality across multiple email platforms and devices, and they can be modified in terms of content and messaging. This chapter discusses the […]
The goal of good email design is to design for conversions, not merely aesthetics. The combination of these two principles has elevated email design to both an art and a science. The science guides the construction of an email message, from the coding to the layout and the rendering. The art is in bringing all […]
Generative AI refers to “artificial intelligence-powered tools that produce text, imagery, or video”.[1] Like other forms of AI, it uses data-led algorithms to drive decision-making without relying exclusively on human-designed rules. This chapter will review the evolution of generative algorithms and marketers’ attitudes to the technology. It will explore marketing use cases and generative AI’s […]
This chapter focuses in detail on the individual elements of the email. Although each element is considered separately, it is essential to remember that an email is like the human body: it is most effective when all of the individual parts work together instead of against each other. The anatomy of an email The inbox […]
From crafting an effective headline to writing like a journalist, email marketers can employ a number of different techniques and frameworks to write email copy that persuades the customer to click through to the website landing page. This chapter discusses some of them. Copywriting for email audiences A McKinsey study from the height of the […]
When seeking to understand how to write good email copy, it is essential to comprehend the difference between copywriting for email and copywriting for other channels, as the concept of a conversion from email is different. Understanding that distinction is the first step towards writing more conversion-focused email copy, which this chapter addresses. Why email […]
Copywriting is as essential to an email’s success as images, design and technology, but it is also often undervalued. When crafting an email, the priority often lies with choosing the images and template design, rather than the words in the message. However, the copy, from the subject line to the footer at the bottom of […]