• by David Goetzl , May 24, 2008

The two partners in Seattle-based email creative agency, Smith-Harmon, did their best to persuade marketers that static, text-based email may be a thing of the past. Add some "bells and whistles," they said.

Two prominent examples: video and user-generated content.

While there currently is no system to successfully embed a video player into an email, the execs suggested inserting a graphic that looks like a video player. Then, people can simply click on it to watch the video on a player housed on a marketer's site. They said the video links have increased click-through rates by 5%.

The execs -- principals Lisa Harmon and Aaron Smith -- also touted weaving 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.

 Here's the full list of S-H's advice on email best practices:

 ü      Don't assume your message is compelling! Ask yourself:

•         What is this about?

•         Why should I care?

•         What do I do about it?

ü      Consider the above-the-fold mark and the preview pane

ü      Include a good balance of images and text

ü      Provide clear primary and alternate calls-to-action

ü      Throw in a few bells and whistles

ü      Personalize

ü      Leverage dynamic content

ü      Feature user-generated content