Nothing can be assumed when you’re sending an email. You cannot assume recipients know where to click. You cannot assume they realize that the landing page and the email are connected. When you make these assumptions, you’re really hoping the audience will “figure it out.”
But your audience does not want to “figure it out.” Sure, some of them will get it. But others will not realize your image is hyperlinked. Or they will not realize they are on the right landing page, and will leave instead. To avoid this, eliminate what Dr. Flint McGlaughlin, Managing Director, MECLABS, calls “unsupervised thinking.”
This phrase came to mind repeatedly during the Actionable Design Insights session at ExactTarget Connections 2011. After teaching our Email Marketing LEAPS Advanced Practices Workshop earlier in the week at Connections, I sat in the audience on Wednesday to hear best practice advice from Kristina Huffman, Sr. Design Consultant at ExactTarget, and real marketing examples from Laura Schraeder, Email Marketing Specialist at Helzberg Diamonds.
Below are just a few of the many takeaways on email design highlighted during the session: Read more…