Ask any email marketer about the most important aspect of their campaigns. They will typically highlight the careful use of subject lines, preview text, body copy, images, and compelling call-to-actions (CTAs). These are all highly visual and essential components of an email campaign. But what if the recipient has a visual impairment and cannot see these elements? Thankfully, a raft of technologies is available that can help people with visual impairments stay connected with friends, colleagues, business partners, and brands via email. Collectively known as screen readers, these applications convert […]
If you’re like most marketers, the holidays are a major period where you’re hoping to up your email marketing strategy in order to make the most of the holiday season. This is one of the busiest times of the year for everyone, whether you’re selling a service or product or looking to buy. It’s also the time of year when marketing efforts reach an all-time high to cater to the demands of consumers and meet end of year goals. Emails are the tried-and-true method of looping customers and clients in […]
A picture is worth a thousand words. That statement should be as true today as when Frederick R. Barnard first suggested it in the late 1800’s. However, as an illustrator famed for his work on the novels of Charles Dickens and early visual advertising campaigns, it’s safe to say that Barnard never experienced the problem of a poorly rendered email. When images fail to download due to lack of internet or mobile connectivity, a picture is worth absolutely nothing. Words and Pictures Suppose you use graphics to represent the text in your email campaigns (think company logos, fancy fonts, promotional banners), […]
There’s a good chance you read this headline and said out loud, “one!” And for most email types, you’re probably right—one call-to-action per email is the general recommendation for a reason: it holds your audience’s attention to the singular “thing” you want them to do, which is click to convert on your email. But sometimes, one call-to-action can have the opposite effect: it can turn off recipients who would like to do something, but not necessarily that thing (or at least not yet). For example, let’s say you’re running a […]
This month’s email tip is brought to you by Anne Tomlin of Emails Y’all. Anne Tomlin is a freelance email developer and the founder of Emails Y’all. Specializing in email development for over a decade, she has worked with such brands as Discovery Inc., NPR, and Brinks Home. Anne is dedicated to coding accessible, responsive emails that render gorgeously in every major client. She runs Emails Y’all based on the principle that everyone deserves an excellent rendering regardless of their chosen client. In the latest Tip of the Month, we […]
