Email Creative Best Practices

• Include the company name or brand in the subject line.
• Include both text and image links to attract attention and boost click rates.
• Lifestyle photography attracts consumers and can yield higher click rates.
• Placing the call-to-action above the fold is critical for all marketers, but especially for BtoB companies.
• If you’re using the same format over and over again, consider making a switch. BtoB emails in a
postcard format had the highest average click rate, whereas BtoC companies had highest average click rates for newsletter
formats.

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