Editor’s Note: As we are building our SkiftEDU service for marketers and SMBs in travel, we recently launched a new initiative: our new weekly series on digital marketing tips and tricks, SkiftEDU How-Tos. These How-Tos are a series of free in-depth weekly articles around various topics in digital marketing, such as this one below.
With today’s abundance of data on your customers, it is easier to create personalized emails that help you to achieve your marketing objectives. However, in order to ensure higher conversion rates, there are certain technical and visual guidelines you need to respect. Here are some useful tips to better use images and content to build a newsletter template for optimal open and click-through rates.
Newsletter templates
Above all, it’s important to use a newsletter platform, such as CakeMail, Campaign Monitor, MailChimp, or SenGrid to build your message. The reason? They have been specifically designed to cater to all of your email marketing needs and respect laws governing email campaigns.
In addition, despite the fact that these tools offer automatic resizing features for the content of your newsletters to be displayed on a variety screen sizes, it is recommended to work with a maximum size of 500px x 600px so that it’s optimized for different devices. The sizes of the horizontal screens of the iPhone and some BlackBerry models are limited to 320 pixels; therefore, anything bigger than 500 pixels means your recipients will not view your newsletter in its entirety, regardless if it has been resized. The length of the newsletter is not as important yet don’t forget that people read in an inverted pyramid fashion. In other words, as they scroll down, they read less. Some email programs, such as Gmail, clip emails more than 102kb and add a link to view the complete message. If your newsletter is too long and the images are at the bottom, they will not appear in the first part of your email.
Newsletter layout
Depending on the message and goal of your newsletter (selling a specific destination, announcing a promotion, providing an opportunity to make a reservation, etc.), you can structure your content in columns (a maximum of two or three). A simple reminder of a promotion may only require one column. A presentation of new destinations to discover m
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