Email is a Creative Medium
Two prominent examples: video and user-generated content.
While there currently is no system to successfully embedÂ a video player into an email, the execs suggested inserting a graphicÂ that looks like a video player. Then,Â people can simply click on itÂ to watch the video on a player housed on a marketer's site. They said the video linksÂ have increased click-through rates by 5%.
The execs -- principals Lisa Harmon and Aaron Smith -- also touted weavingÂ user-generated content into messages. So, for example, a site that sells video game consoles could include customer reviews.
Smith-Harmon clients include REI and Williams-Sonoma.
Â Here's the full list of S-H's advice on email best practices:
Â Ã¼Â Â Â Â Â Don't assume your message is compelling! Ask yourself:
â€¢Â Â Â Â Â Â Â Â What is this about?
â€¢Â Â Â Â Â Â Â Â Why should I care?
â€¢Â Â Â Â Â Â Â Â What do I do about it?
Ã¼Â Â Â Â Â Consider the above-the-fold mark and the preview pane
Ã¼Â Â Â Â Â Include a good balance of images and text
Ã¼Â Â Â Â Â Provide clear primary and alternate calls-to-action
Ã¼Â Â Â Â Â Throw in a few bells and whistles
Ã¼Â Â Â Â Â Personalize
Ã¼Â Â Â Â Â Leverage dynamic content
Ã¼Â Â Â Â Â Feature user-generated content