Email Review - Design & Creative Checklist

Email Review - Design & Creati ve Checklist

Introduction
This acti onable checklist is a compilati on of Marketo best practi ces around deliverability and email marketi ng.This comprehensive pre- ight check maximizes the probability of the email reaching the intended inbox, all before the marketer hits send. Using this checklist will ensure that all deliverability best practi ces are implemented before any marketi ng campaign launches.

2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitt er.com/marketo | blog.marketo.com

Email Review - Design & Creati ve Checklist

Message & Creative

O er and content match subject line O er explains whats in it for me (WIIFM) Headlines are calls-to-acti on Scanable content blocks Bullet points Images support copy Images dont replace copy Image-based calls-to-acti on All images are clickable Full images clickable (No image maps) Text based calls-to-acti on Acti on words clickable (most verbs clickable) Sense of urgency Obvious pricing (i.e. Sale) Reader reviews / Testi monials Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No No No No No No No No No No No No No No No

Brand & Design Conversion Optimization

Brand Recognition Elements
Recognizable brand name and message purpose Clear message purpose Operati onal Marketi ng Yes Yes No No

Brand is included in
Friendly from address (Display name) Email alias Subject line Yes Yes Yes No No No

Design Impact Elements

Good value statement/snippet text Viewable online link Alt tags on images Company logo included Brand name in text copy Yes Yes Yes Yes Yes No No No No No

2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitt er.com/marketo | blog.marketo.com

Email Review - Design & Creati ve Checklist

Preview Pane Elements

Where the viewer decides to read the email: How does the preview pane look with images turned o /on? How does the key area of 2-3 inches of screen look? Is the snippet text compelling? Value statement or table of contents (TOC) present Viewable online link View mobile link Logo (with alt text) Clear call-to-acti on above the fold Yes Yes Yes Yes Yes No No No No No

Layout
Standard screen resoluti on (1024 x 768): Masthead pixels Width (550 - 650 ideal) Height (200 - 400 ideal) Color use Tables based placement Bulleted text Alt text bullet images Under 550 550-600 600-650 Over 650 Under 200 200-300 300-400 Over 400 Fonts Links Borders Cells Yes Yes Yes No No No

Trust Center
Unsubscribe language Company name Company address / Phone Company URL Privacy policy URL Copyrights / Trademarks You have received this email because This email was sent to Add to address book Change email preferences Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No No No No No No No No No No

Viral Growth & User Generated Content

Items to experiment with in your emails.
Forward-to-friend Subscribe Comments Membership programs Feedback Survey Yes Yes Yes Yes Yes Yes No No No No No No

2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitt er.com/marketo | blog.marketo.com

Blog Video links Search Editorials`

Yes Yes Yes Yes

No No No No

Common Spam Signatures to Avoid

Avoid these to avoid content based filtering: Font Size (8pt < >14pt) Repetitive use of key words Flash or rich media Misspelled words Invisible fonts (white on white) Full capitalization of words Light grey/red fonts Non-ASCII characters Missing <title> tag Phishing URL Java script Attachments Forms Embedded images Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes Yes No No No No No No No No No No No No No No

For more best practices and tools on email deliverability, visit Marketos Resource Center: http://www.marketo.com/b2b-marketing-resources/category/best-practices/email-deliverability

2011 Marketo, Inc | +1.877.260.MKTO (6586) | www.marketo.com | www.twitter.com/marketo | blog.marketo.com