Email Design Play Book

• A guideline, not a mandate.
• No gospel truth.
• An attempt to share learnings from knowledge and exprience.
• Challenge the past to write new rules
• The best rules to follow are those made by yourself. Keep innovating.

Mission superior conversions

Aimed at improving creative performance of your email marketing

Superior inboxing KPI's

• Delivery rate
• Open rate
• Click rate

Simple Actionable Suggestions

No rocket science, but these are the most often repeated mistakes

1. Design it for each scroll: Key messages and the CTA should ideally be in each scroll
2. All HTML. Simple test – your cursor should be able to select every word
3. Don't attempt to do too much. Stick to one offer in one email. Do full justice to it
4. Keep benefit orientation. Every word/line should aim to answer – what’s in it for the reader
5. Try staccato writing style. Avoid large sentences. Think of it as a powerpoint not a word file
6. Personalisation works. Make the reader feel, its just for him. Using words like YOU helps
7. Stick to brand guideline but don't be it's slave. Change colours, try different illustrations styles, play with fonts etc.
8. Moving things improved response. Engagement & response is key – use gif’s, videos etc.

1. Big is preferred than small. Use fonts which are easy to read in every medium specially phone
2. Only responsive design. For best results design the scroll different for each medium
3. Different formats usage is strongly recommended. Try plain text emails once in a while, it just breaks the monotony
4. Text-to-image ratio benchmark. 70:30 is a good. Avoid too many images as it increases spam quotient
5. Always provide an exit option. Include a clear and functional unsubscribe link
6. Personalisation works. Make the reader feel its just for him. Using words like YOU helps
7. Don’t use spam friendly words. Avoid use of following words, they can raise spam suspicionFree/ Get it for free/ Free trial/ Urgent/ Limited time/ Guarantee/ Promises / Cash/ Income/ Credit/ Win/ Discount/ Risk-free etc

1. CTA should be HTML and CSS. And not an image
2. CTA is the action we expect. Keep it large enough & have enough space around it - Easy to tap
3. CTA should stand out. Use of distinct colors, graphics like a cursor on the button helps
4. One CTA for every scroll. It’s not a rule. Make a strong point and follow it up with a CTA

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