Our last entry focused on crafting a successful email remarketing campaign, specifically by creating content that maintains user relevance throughout the engagement. Today, we’ll spend some time reviewing the proven best practices UpSellit follows when building custom designed remarketing emails.
Like all important lessons, this one bears repeating: When emailing a potential customer, construct your message around a singular, cohesive focus. Marketers often feel pressured to include every possible detail about a company’s products and services in one email, but this strategy usually leaves the recipient overwhelmed and is likely to end up in the trash. Make sure to pick a relevant topic, trim the fat, and deliver it to the reader in its most appetizing form.
Now that you’ve determined the primary message of your remarketing email, let’s walk through the structure of a properly formatted email, from header to footer.
- Pre-Header: The unassuming, single line of text that sits atop your message is called the pre-header. Here, you should provide a text-link to your desired landing page and a very brief description of the email. The pre-header is often shown as a preview in the reader’s inbox, so clarity and catchiness are key.
Header: Together with the footer, the header frames your email. This banner that runs above the body of your message is the perfect spot for an image-link and your company logo. The left side of the header is one of the most visible spots in your email–capitalize on this by placing your most important image or a call-or-action here.
- Body: Finally, we arrive at the main course. In general, it’s best to display your message in the most readable, straightforward format possible. A brief introductory paragraph should explain the purpose of the email before the fold (see below), followed by a bulleted list that outlines your most attractive value points and a closing paragraph that briefly recaps and provides a text-link to the landing page of your choice. Your text should be aligned to the left, leaving room for a few small (under 20kb) images on the right to frame your message. Images should be relevant to the topic. For an email remarketing campaign, pictures of items left in a user’s abandoned shopping cart are particularly useful as they establish immediate relevance.
- The Fold: The “fold” of a message is a term that originates from print, wherein newspapers strive to put all important information above the “fold,” or the point at which the paper is creased, to ensure that passersby are intrigued by catchy headlines. The fold has translated into the digital era as the portion of email you see immediately upon opening it, without scrolling. Consider your “fold” to rest somewhere between 200 and 250 pixels down from the top of your email to maximize readability among popular devices, including the iPhone. Placing your primary message before the fold will allow you to reach more readers, even those who are simply skimming. However, this does not mean that you should stuff an unorganized mess of images and text towards the top of the page. Simply put your most important sentences first to engage the reader.
- Footer: The final band that spans across the bottom of your email is known as the footer. It’s another great place to earn some cosmetic points while maintaining CAN-SPAM compliancy. Be sure to include the physical mailing address of your business as well as the ever-important unsubscribe link. Not following these two basic rules can earn you some irritated subscribers and some large fines.
While the style essentially boils down to “do what fits your company’s image,” there are five simple things to keep in mind across all verticals:
- Be wary of deviating too far from the standard 12-pt font in the body at 20-pt font on the header. This maximizes readability across devices.
- Design emails with a 320 pixel width restriction to make it look best on today’s leading mobile devices (iPhone 4-5, Samsung Galaxy I-II).
- Maintain a consistent color theme throughout the message. If you’re going to include your logo, make sure your header and footer banners are complements, not distractions.
- Include alt tags on images to allow viewers with slower connections to piece together your message as quickly as possible.
- Keep the entire email under 70kb in size if possible.
The Little, Essential Details:
As mentioned earlier, you must include your business’s physical address and an unsubscribe link in order to achieve CAN-SPAM compliance. The CAN-SPAM Act also requires that retailers ensure that subject lines are not misleading the recipient about the content of the email. Emails may not contain or include falsified sender domains or fraudulent /misleading ‘from’ lines. Both email remarketing and traditional marketing messages need to be identified as advertisements or solicitations. At first this sounds like a lot of rules to follow but it’s all rather simple; be sure to clearly state who you are and the purpose of the email.
Using these tips as a framework from which to build your email remarketing campaign will keep you within legal regulations and generate additional interest in your company. For further information on remarketing and recovering abandoned shopping carts via email, you can either click here to download our complete Email ReMarketing Pro Guide, or click here to schedule a consultation with our email recovery specialists.