According to the latest figures from Experian, December has proved to be the biggest online Christmas ever in the UK. As you get back to your desk after a few days off, I’m sure you will have a priority list of things to do in January on your digital and email marketing campaigns. One thing that should be a high priority for email marketers is a thorough review of last year’s performance and an email design MOT. Here are ten best practice email techniques we uncovered from eye tracking studies last year that can help you squeeze extra clicks out of your email programme.
1. Make a good first impression
Recipients open your emails for a myriad of different reasons. Make sure that your opening screen caters for them all. Crucially, offer good navigation links for ‘purposeful’ openers, who already have something in mind, and use good content to ‘open the conversation’ with those in a browsing mode.