Francis Dunn – Key Largo, Florida

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Francis Dunn Key Largo, Florida

• As a leader in business development, Francis
  William Dunn, has worked in the healthcare
  industry for over two decades. He believes in
  taking advantage of the latest technology to
  improve healthcare for patients and providers.
  Using 5G, AVOD, IOT, Voice, AR, AI, OTT,
  programmatic and others, he has helped to
  successfully launch twenty-five new products.
  Over the years, he has worked with three new tech
  startups, helping to grow them into thriving
  businesses.

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Email Marketing Best Practices by Francis Dunn

• 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

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• 4. Test A/B subject lines for response.
• The subject line is one of the most important
  factors in determining the response rate. Take
  advantage of the quick turnaround of email
  deployment and response to determine if there is
  a difference in response rate.
• 5. Avoid Spammy Keywords
• Words such as Discount, Sale, Free Offer,
  etc, can trip the spam filters and get your
  email into the junk folder. There are online
  tools that can check your message for spammy
  words. Use them.
• 6. Keep images simple.
• Dont provide text content as an image, and avoid
  animated GIF files. Animated GIF files are
  acceptable to use in your creative, but be aware
  that some email clients do not render the image
  correctly and will only show the first part of
  the animation.

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• 7. Use alt text. Provide an alternate text
  version of your message. This will pass spam
  filters that look at the image-to-text ratio of a
  message.
• 8. Consider not using long tracking URLs at the
  top of your emails. These long strings of code
  can take up most of the initial screen on many
  smartphones
• 9. Keep emails to less than 600 pixels wide
  maximum 650 pixels. This eliminates the need for
  users to scroll and ensures that your email wont
  have ads overlaid on your content from email
  services.
• 10. Use text links, not image links. Image-based
  links will create a mess in most mobile
  environments and will not render when images are
  blocked in a PC environment. Pepper your email
  message with a variety of links to drive
  recipients back to your website, boosting your
  traffic.

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• 11. Consider the time to load (TTL).
• Test your email for the length of time it takes
  to render with images. The longer it takes an
  email to load, the lower the probability that the
  recipient will read it.
• 12. Use a recognizable From name and address.
• This will let the recipient know whom the email
  is coming from and hopefully make him or her more
  inclined to open the message.
• 13. Host a replica of your HTML email design on a
  Web server.
• This way you can add a click here if you are
  having trouble trying to view this email line to
  the top of your email content.

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• 14. Avoid using forms in your email body.
• Some email clients do not pass the information
  over to the proper collection points.

15. Avoid using JavaScript. Most email clients
consider this a security risk, and the messages
will likely be marked as spam. 16. Send Test
Emails Send test emails to multiple providers,
including Gmail, Yahoo, Outlook, etc and see how
the email comes out or if it ends up in the junk
folder.