HTML Email Design Recommendations - Slide 8

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The footer is the HTML text that appears after the body copy.

  • Include disclaimers for promotions or special offers promoted in the email.
  • Include an unsubscribe link. Use a subhead, bold text or a different color to make this link easy to find to prevent spam complaints. If you have included an “unsubscribe” link in your preheader or header, Responsys recommends also having one in the footer as that’s where email users have been trained to look for it.
  • Include other administrative links such as those to update preferences, change email address, and subscribe (for those who receive the email as a forward). These links should appear before the “unsubscribe” link to prevent folks who would like to change their email address from unsubscribing and then re-subscribing, for instance.
  • For your links to unsubscribe, update preferences and take care of other administrative needs, avoid using “click here” or similar language as the call-to-action. Use descriptive link language.
  • Consider placing an “add to address book” call-to-action in the footer.
  • Include your mailing address (street address or P.O. Box).

To be successful, email designs must constantly evolve to meet the shifting needs and behaviors of consumers and adjust to email platform changes.

Best practices are always changing, so Responsys has assembled the following list of 2011 design and coding recommendations to help ensure that your HTML emails optimize the user experience and response, perform well on mobile devices, render properly in the widest array of email clients, and achieve higher inbox deliverability rates.

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