ScanSource Services Group’s Email Best Practices (3 of 3)

by Phoebe Underwood on February 2, 2015 · 0 comments

in Marketing,ScanSource Services Group

email21In Parts 1 and 2 of our Email Best Practices series, you learned the basics of creating a successful email marketing campaign. (If you haven’t read those yet, make sure to go back and take a look at all the great facts and tips!) In this third and final installment, we’ll teach you how you can take your email campaigns to the next level and really impress your target audience.

The fact of the matter is, text-heavy and generic emails don’t have the same effect they used to. We receive hundreds of emails each day, so how do you make yours stick out? Get creative! The trick is to develop attention-grabbing content that draws the audience into your email and keeps them engaged.

  1. Adding video to email is an excellent way to boost engagement. In fact, Wistia found that a video can increase clicks by almost 300%!
  2. Our brains process images 60,000x faster than text. Change up your text to images ratio, and take the time to choose images that support your message and relate to your customers.
  3. 80% of people are only scanning emails, so make sure your email is easy to read on all platforms by surrounding text with a significant amount of white space and streamlining your design into a single column format.
  4. Include animated GIFs to increase engagement with your email. We are hardwired to pay attention whenever we see something move, so incorporating GIFs is a great way to grab your audience’s attention quickly.

When creating an email, design is just as important as content. After you’ve put hard work into developing great content, wouldn’t it be a bummer if your audience couldn’t view it? Since 51% of email is opened on a mobile device, it’s crucial that you build your email with a responsive design to ensure that it will look great on any screen.

  1. Design your email for the smallest screen first. Before sending, always preview your email on different devices.
  2. Mobile screen real estate is valuable, so keep your design clean and purposeful. Evaluate your content and remove some of the less-useful information; let images and/or links to your website do the talking.
  3. Keep your Call to Action above the fold, and easy to find and click. According to Apple’s Human Interface Guidelines, a clickable Call to Action link is at least 44×44 pixels.
  4. Enlarge your fonts. A good rule of thumb is to keep your headlines around 22 pixels and body text around 12-14 pixels. (iOS devices resize all fonts smaller than 12 pixels, which can break your layout.)
  5. Aside from iPhones and iPads, mobile devices will automatically block your images and prompt the user to “turn images on.” Be sure to add alt text to your images so that the reader will see a text description of the image before it is displayed.
  6. Smart phones only display 5 or 6 words of your email’s subject line (iPhones cut off at 32 characters), so put the most important words first.

Well, there you have it. You now know what it takes to create a successful email marketing campaign. Not sure where to start? Whether you need help with developing the whole campaign, or just executing a part of it, the ScanSource Services Group Marketing team is here to help. Contact us at to get started today!

This post was written by

Phoebe Underwood is a member of the ScanSource Services Group Marketing team. Her Integrated Marketing Communications background is utilized to help customers maximize their marketing potential and grow their business.

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