HTML Email Design Recommendations - Slide 5

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The body copy follows the header and navigation bar and contains your primary message, as well as any submessages.

  • Responsys recommends a single column format because it is easier to scan. If you use a sidebar, place it on the right-hand side of your design.
  • Use headlines that stand out and communicate your message clearly.
  • Use bullets to convey benefits, product features, and other important info quickly.
  • Avoid blocks of text that are more than five lines long.
  • Ensure readability by avoiding font sizes under 9-point, extensive reverse type (white text on a black background) and running text across images with significant color variations.
  • Use HTML text when possible.
  • Responsys recommends using buttons for primary calls-to-action and text links for secondary calls-to-action.
  • Product grids should be no more than four units wide, with two or three being ideal in most cases.

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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