Email Marketing Best Practises (10%) - Email Design

Question 1

How many characters should a subject line be?

Answer 1

50 characters or fewer

Question 2

How many characters should a preheader be?

Answer 2

Limit the length to 100 characters

Question 3

How could you improve open rates?

Answer 3

A/B test the subject line

Question 4

How should you begin a CTA?

Answer 4

With a verb

Question 5

3 tips for Mobile-first design

Answer 5

Keep content brief and organised
Limit image height and width
Keep important content above the fold

Question 6

How could you improve click rate?

Answer 6

Optimise the CTAs - make them obvious and action oriented (start with a verb) and A/B test

Question 7

What are the recommended dimensions for images?

Answer 7

The image size should not exceed 600 x 150px.

Question 8

What can an email specialist do to improve how an email displays on mobile?

Answer 8

Select a MC Basic, Empty or Themed Template for creating emails (These standard templates are optimised for mobile responsiveness)

Question 9

How do you support the use of translation apps?

Answer 9

In HTML, assign a language (lang=””) to the content

Question 10

How do you use semantic code?

Answer 10

In HTML, assign header (<h1>) and paragraph (<p) markers. These are picked up by screen readers that categorise the content.

Question 11

How does font size relate to mobile responsiveness?

Answer 11

Use a reasonable font size that is also readable on mobile devices

Question 12

What is alt text used for?

Answer 12

Alternative text can be added to images in case they cannot be viewed

Question 13

Should you use hover or mouseover effects in mobile emails?

Answer 13

No, not for mobile - these interactive effects do not work on a touchscreen

Question 14

What must you consider when designing buttons for mobile?

Answer 14

Buttons on mobile devices need more space since they are harder to click on a touch screen than with a cursor

Question 15

Where should you place important content in an email?

Answer 15

Above the fold - the most important message and CTA(s) should be visible immediately when opening the email without scrolling

Question 16

What do you need to remember for images on mobile devices?

Answer 16

To limit the image height and width - if they are too big they extend out of the frame

Question 17

What is best practise for email content on mobile?

Answer 17

Keep content brief and organised - make sure to convey the message’s content even on smaller screens.

Question 18

What 2 email elements impact open rate?

Answer 18

Subject Line and Preheader

Question 19

How can you avoid being filtered into the spam folder?

Answer 19

Minimise the use of Spam words

Question 20

How can you make it easy to unsubscribe

Answer 20

Make sure the unsubscribe link is visible.
Ensure the unsubscribe process is easy to follow

Question 21

What should the preheader contain

Answer 21

Additional information regarding the contents of the email

Question 22

How many CTAs should an email contain?

Answer 22

Limit to one or two visible CTAs to focus the audience’s attention

Question 23

Why should CTAs be clear and predictable?

Answer 23

To make it obvious what to expect when a user clicks

Question 24

Why should a marketer use personalisation in emails?

Answer 24

To make emails more relevant and engaging for the audience

Question 25

What is necessary for a translation app to be able to translate email content?

Answer 25

The Language Attribute in the HTML code