One particularly useful element in a footer: a link to a site where recipients can change or update their information. I recently decided to change the e-mail address I use to receive most of my promotions and e-mails. What a chore! Less than half of my favorite marketers and publishers made this easy to accomplish. For the remainder, I had to guess what to do. With some, I clicked on the unsubscribe link, which took me to a form where I could modify my preferences. But with many, I had to unsubscribe and then resubscribe.
Beyond the Basics
You all come from a variety of direct marketing disciplines, and good e-mail design will vary based on the mission of your company. Let’s look at best practices tailored for different marketing purposes.
Retailers and Catalogers: Design your e-mails so they function as a miniportal to your Web site. Many best-of-breed marketers mirror the navigation functionality of their site in the header, or top, of their messages. The company logo placement is echoed in all e-mails, and merchandise departments are prominently displayed.
One great benefit of this layout is that it reminds the recipient of the breadth of online offerings. Even if the featured items in the e-mail are not of interest, headers that incorporate this design feature can spur an immediate click to the Web site, so the customer can shop for other items.
You can use either a single or double navigation bar. For example, you might show your various departments and include “shop by occasion,” “shop by price” and “shop by interest” buttons. One of my favorite design elements is a search box; it allows customers to immediately find the particular item they’re looking for. What could be better in providing a good experience?