Learning email marketing tips from the pros

Marketers who send emails are always on the lookout for tips and tricks to make their emails more effective.


I once worked for a small company where the owner himself reviewed and edited every email before it was sent to his customers. Emails are important because they can boost revenue, and may be the mainstay of purely online stores, contribute to branding, and maintain communication with current and past customers, encouraging them to return again.

Companies getting email marketing right

Practical Ecommerce is a website which provides helpful hints to marketers on social media, conversion rates, website design, and SEO. A contributor, Armando Roggio, recently compared emails all sent the same day from 5 companies who are leading online marketers. Here are the takeaway messages of his analysis.


The first company who’s email he dissected was HauteLook, a membership site that deals in fashion clothing for both genders and all ages, home decor, and beauty products. Their email was light on text and almost completely deficient in prices. Only one item was priced, the rest were just listed. It had several interesting, high quality pictures, however, which might entice a customer to click through more effectively than a price would. It also had a website-like layout with pictures taking up two thirds of the screen and a column of links listed categorically on the right.


Another company Roggio analyzed was Gap, who’s email was fairly simple. It was a large square banner which simply read, “Limited time – Take an additional 50% off sale styles.” Below that was four small pictures with links. Roggio applauded its focus on a single offer, its ease of navigation, and its brand-relevant graphics, but he did add, “The subject line, ‘Last Chance to Save,’ however, lacked clarity. And it is worth noting that the relatively wide layout (808 pixels) made it hard to view on a smartphone.” The neglect of smartphone friendly layouts can spell trouble for less well established brands and those who want to attract tech-savvy customers.


Williams-Sonoma was another featured company. Their email also utilized professional-looking photography, with a single graphic captioned with a deal taking up the first part of the email. Roggio noted it was “extremely long at about 4,962 pixels from top to bottom.” This isn’t necessarily bad because, he explained, “Very long pages are part of a relatively new web design trend, wherein designers are catering to mobile, swipe-friendly devices, since many users would rather swipe than go to a new page.”

Source: Practical Ecommerce

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