Best Practices Exist for a Reason, Part 1: Email

I’m continually stunned when a client, art director, copywriter or any other strategist in the marketing industry insists on using a design or copy technique that directly contradicts proven best practices.

I’m continually stunned when a client, art director, copywriter or any other strategist in the marketing industry insists on using a design or copy technique that directly contradicts proven best practices.

Over the years, I’ve absorbed studies about the ventricles of the brain and how it performs distinctly different cognitive processes. I’ve read color studies, the anatomy of eye movement, how words and numbers trigger comprehension and reaction, fonts and their role in evoking an emotional reaction, persuasion psychology and unconscious motivation—the list goes on and on—all in an effort to apply these learnings in order to help our clients get the maximum response to their marketing efforts.

While I have a laundry list of “must-do’s” for every medium, I thought I’d share a few digital best practices as Part 1 in a series, and I’d love to hear why you’re NOT following these proven techniques:

  • Test Your Subject Lines: According to a 2014 poll by Howling Mad’s Parry Malm, marketers ranked subject lines among the top variable that affected email response rates however 25% ever conducted any testing. Parry (one of the leading experts on email subject lines) has learned that ‘Sale’ delivers 23.2% opens while ‘Save’ only gets 3.4%. He also found that if the subject line is personalized but the email content isn’t, you gain opens but don’t drive clicks. I put that insight in my ‘Duh!’ file.
  • Buttons Will Get More Clicks Than Text Links: Many have tested this theory (myself included) and the answer seems to always conclude that buttons will outperform text links. AWeber conducted a series of button/text links, and their findings are fascinating as they determined that, over time, text links outperformed the buttons—but they also concluded that what works today, may not work tomorrow. Again, test and keep testing.
  • Text Links Should Be in Color: While this might seem like a ‘Duh!’ I’m always surprised when I accidently hover my finger or mouse over a block of text and discover “there’s a hyperlink in them there hills!” If you want me to take an action (like clicking on something) then lead my horse to the water.
  • A Button Needs to Look Like a Button: Neil Patel, the co-founder of Crazy Egg and KISSmetrics, owns the button testing world hands down and he concludes that the digital button that gets the most clicks is shaped like a button (rounded corners, slight drop shadow) and is colored (or at least in contrast to the rest of the page of copy in order to stand out—duh). Try NOT to match the color of your button to other call-out boxes on the page as the distraction prevents the action.
  • Button Copy Should Be in First Person: Try this test yourself. If your action button is written in third person (“Start now” or “Try Product X Free”) try testing it against copy in the 1st person (“Help Me Work Faster” or “End My Headaches”). It’s highly likely you’ll see a lift of at least 25% in clicks, at least according to Ashtyn Douglas and Joanna Wiebe who conducted similar tests.
  • Fonts Matter: While many designers will argue this topic endlessly, the current consensus is that sans serif fonts are superior for body text and serif fonts are best for headlines. Of course if you have a newer display, it doesn’t make much difference. But not everyone has the newest technology and some work on displays that are 10+ years old, so if you target a senior audience (yes, that includes senior managers in small companies who cannot afford to regularly upgrade their hardware), you may want to design for maximum legibility. Make sure your font is a system font (most likely to be supported by the majority of email clients and web browsers) like Arial, Helvetica, Verdana, Geneva or Trebuchet MS, and large enough for people to read without any effort—at least 10 if not 12 pt. Even though Google is now providing supposedly supported modern web fonts, it’s a little too early to tell whether every email client and web browser will be able to properly display them.

In summary, if all of these marketers have already done all the testing for you, why wouldn’t you at least consider these insights and apply them to your own email marketing efforts? Tell me. I’m all ears.

Author: Carolyn Goodman

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time. Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations. You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

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