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  • Litmus Email Planning Workbook

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    marimea43
    29 views4 pages
    The document provides guidance on designing high-performing emails with clear goals and strategies to optimize open and click-through rates. It recommends defining goals using the five W's, optimizing envelope fields like the from name, subject line and preview text to build trust and encourage opens. It also suggests creating a content hierarchy with headlines, subheads, body copy and graphics to provide value and inspire clicks that meet defined goals.

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    Email planning

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    The document provides guidance on designing high-performing emails with clear goals and strategies to optimize open and click-through rates. It recommends defining goals using the five W's, optimizing envelope fields like the from name, subject line and preview text to build trust and encourage opens. It also suggests creating a content hierarchy with headlines, subheads, body copy and graphics to provide value and inspire clicks that meet defined goals.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    29 views4 pages

    Litmus Email Planning Workbook

    Uploaded by

    marimea43
    The document provides guidance on designing high-performing emails with clear goals and strategies to optimize open and click-through rates. It recommends defining goals using the five W's, optimizing envelope fields like the from name, subject line and preview text to build trust and encourage opens. It also suggests creating a content hierarchy with headlines, subheads, body copy and graphics to provide value and inspire clicks that meet defined goals.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 4

    DESIGNING

    HIGH-PERFORMING
    EMAILS

    EtTtT
    KkEeEEMmAaIiLlBe
    erER
    Aa
    #M
    #M

    SET YOUR GOALS


    FIVE WS

    Every email should have a purpose and a clearly stated goal.

    WHO are you sending to?

    WHAT do you want them to do?

    WHEN is it appropriate to send the message?

    WHERE will the recipient read it?

    WHY are you sending this message?

    HOW are you going to measure success?

    DEFINE INBOX STRATEGY


    OPTIMIZE THE ENVELOPE FIELDS

    How will you build trust and convince subscribers to open your email?

    From name
    From address
    Reply-to address
    Subject line
    Preview text

    DEFINE CONTENT STRATEGY


    INSPIRE YOUR AUDIENCE TO CLICK

    Create a content hierarchy that provides value to subscribers and meets your goals.

    Headline(s)
    Subhead(s)
    Body copy
    Call to action
    Graphics/images

    SKETCH YOUR NEXT GREAT EMAIL

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