# Best practices to compose an email template Once the email you sent reaches your customer's inbox, the metric to optimize is **user engagement**, meaning at least opening the email, learning about its content and optionally interacting with buttons through CTA. Customers are overwhelmed with information and advertising every day, so you have to **stand out** from your competitors. ## Format and layout ### Page layout and display To prevent horizontal scrolling (*especially on mobile which is widely used*), the correct mail format is **600 pixels** on desktop and **320 pixels** on mobile. The design of the e-mail must be **responsive**; after you've finished editing the message, remember to always check that the e-mail displays correctly on the various devices (well-centered text, good distribution of images, etc.).\ Also, to avoid the message being blocked in spam or the email loading time being too long, we recommend a ratio of around **70% text and 30% images** within the message. Consider optimizing the weight of images by compressing them to reduce their size while maintaining good display quality. {% hint style="info" %} Remember to add **alternative** **text**, also known as "alt-text", and a **background color** to make the email easy to understand if the images don't load properly. {% endhint %} ### Item allocation and creation Pay particular attention to the **size** and **spacing** of clickable buttons and icons placed in the email (*especially on mobile devices, to avoid click errors*). We recommend designing them **between 40 and 48 pixels minimum**; the smaller they are, the further apart they need to be. You can create **color contrast** and highlight text (bolding, spacing, etc.) to make buttons stand out 👇

{% hint style="success" %} 💡 Adding a **deeplink** to all email items (images, CTAs, etc.) can help maximize the rate of visits to your site. This way, the visitor can become a potential lead! {% endhint %} ### Text size and font Whatever device the customer uses, the text must be displayed correctly. That's why we recommend using the most common typefaces: *Arial, Helvetica, Times New Roman, Verdana, Courier, Tahoma, Georgia, Palatino, Trebuchet MS, Geneva*, etc. {% hint style="info" %} ✍️ You can create your **own font** and import it, but make sure it displays correctly on all devices and search engines. {% endhint %} **Two different fonts** (maximum three) will be more than sufficient👇

Finding a font that matches your corporate identity and reflects your positioning, and sticking to it helps keep your communication materials consistent. {% hint style="success" %} 🔤 The most legible font, regardless of screen size, is **Sans Serif.** {% endhint %} To make a real difference between the text and the headings and to organize the message, we recommend a height of **14 to 18 pixels**. Headings can be larger, with a recommended height of between **22 and 28 pixels**. The signature can be smaller: **12 pixels** to distinguish it from the rest of the text. ### Header Make sure that your brand is directly identifiable on opening the email: your logo must be clearly visible in the header, with consistent graphics throughout the e-mail 👇

{% hint style="info" %} For faster identification, we recommend that you place it **at the top of the email**, in a **larger size**. {% endhint %} *** ## Textual content ### Mail subject and preview The subject line is the first thing the customer sees once they've opened their mailbox. It should not be neglected, as it has a direct impact on the open rate! It's best to opt for an **eye-catching**, **personalized** and above all **short and descriptive** headline, which says as much as possible in as few words as possible. To draw the customer's attention directly to his inbox, the recommended maximum number of characters is **50**, for 3 reasons: 1. The title is fully visible in the inbox on a computer or mobile. For maximum impact, place your keywords at the end of the sentence. 2. A short title will be read quickly, almost unconsciously, by the customer. Reading the subject line requires very little effort, which significantly increases the open rate. 3. A long title will give the customer the wrong impression, it's not aesthetically pleasing.

**👉 Our recommendations:** * Personalize the subject line: "Marie, would you like to travel for cheap?". Calling the customer by his name helps create **immediate proximity** with him. * Provoke a **sense of urgency** whenever possible: "Marie, don't forget to use your promo code before it expires! 👀" * Get **straight to the point**: The customer needs to understand immediately what the email is about. * To make your e-mail more descriptive, you can add **emoticons**, but don't overdo it: they might **detract from** the message. * Don't use sentences in capital letters, too many exclamation points, or words that are too "commercial", such as "urgent", "100%" or "open quickly". {% hint style="info" %} 🌟When it comes to writing **newsletters (inspirational content)**, emails constructed in the form of **"3 tips for...", "7 things to know about..."** are very popular with consumers, and make it easy to get to the point. {% endhint %} ### Call To Action A call-to-action (CTA) is a button designed to encourage the reader to perform a specific action, such as registering for a webinar or purchasing a product 👇

To maximize your chances of conversions, limit the number of CTA above your waterline. This is the line that delimits what the reader can see without having to scroll. **👉 Our best practices:** * Use action verbs like "Download", "Discover", "Take", etc. * Use "I" to encourage the customer to open the CTA, as the wording will allow them to project themselves directly. **Example: "I'm discovering the program!"** is more effective than **"Discover the program".** * If necessary, write a short reassurance text visible before the CTA to give more information about the offer. * Don't hesitate to **engage** your readers in the brand's strategy (= participatory marketing) with phrases like: **"your say under our new Instagram post!".**\ ### Name of addressee and signature Adding a human dimension to the e-mail is a winning element so that customers can identify with their interlocutor's message and develop a real relationship with the brand. You can add a first name as the "sender" of the e-mail. Your email is now ready to be sent!