58% of onlineconsumers begin theday with email.-ExactTarget, “Subscribers, Fans, &followers Report #1, Digital Morning
Email creative is more than justdesign.It’s also branding, sales, content, layout, UX, and technicalexecution. You don’t have to be a graphic designer to add value tothe creative process.Today we’ll discuss:• How to approach, develop, and evaluate email creative• Updating your layouts for the new mobile paradigm• How to connect with your subscribers in the social age
Start every email with 3 questions What? Why? How?
The answers to these questions will help youconcept, build, and evaluate your email creative using “The Triangle Offense”.
“The Triangle Offense” This design strategy embraces the fact that most people don’t read emails, they scan.
How it Works Optimize each modularWhat? section of an email for fast comprehension of What, Why, How. Users might jump straight from What to Why? How, with the general content and imagery of the inner triangle acting as the Why. Make sure your emailHow? passes the triangle scan test.
The Keys to the Triangle Communicate efficiently. Make sense. • Tie your headlines and calls-to-action together • Remove extraneous copy and visuals that don’t support the goal of the email or module • Expect your subscribers NOT to read the entire text • Find the emotional need of your “What”
How mobile are your customers?Client A – 25% Client B – 11% Plan based on the audience
“Mobile Friendly” EmailCreative TOUCH Thumbs and fingers are the new mouse.
How to make your email “Mobile Friendly”• The “mobile version” is a dated concept. Mobile users expect a scalable, readable email.• Prioritize content, remove “just in case” content• Increase all font sizes, especially headlines• Balance HTML & Images, latency can be an issue (think “airplane mode”).• Scalable widths will provide readability (640px max). Explore fluid width tables.
Advanced: @media queries CSS style sheets that modify the email design when device’s capabilities match specific criteria. Allows you to: • Hide content from displaying in the email • Show higher resolution images on iOS • Add alt text to background images • Progressive disclosure to show additional content on click • Change text sizes based on screen size