Email Marketing Best Practices by Francis Dunn Key Largo

1. 3 Second Rule

You have three seconds and three inches to grab the attention of your reader. Make sure the call-to-action is above the fold

2. Design for the preview pane and initial mobile screen.

Use the top two to three inches of your message for your most important content. Put links to Web and mobile versions above the fold

3. Make it readable.

Keep font variations to less than five per email. Use common san-serif fonts, as many email recipients do not have non-standard fonts