eec 2009 Email Creative Fight Night

February 11, 2009 With your referee: Lisa Harmon, Smith-Harmon And agency contenders : Sam White, eROI Julian Scott, Responsys Mike Corak, Mighty Interactive

Email Round-up Presenting the competing champions
Tonight’s Contenders:
Sam White, representing eROI
Julian Scott, representing Responsys
Mike Corak, representing Mighty Interactive
The Fight:
Grab your ringside seat to see the blow-by-blow of what's sure to be a knockout session. Three agencies will square off to redesign three emails chosen by YOU and your fellow EEC Evolution Conference attendees. One rep from each agency will show off their skills and present the redesigns to the crowd. Each round will have a winner, and a Heavyweight Champ of Email will be announced at the end of the session. Lisa Harmon of Smith-Harmon will act as ringside judge and moderator, plus she'll be sharing a few one-two design punches of her own. The gloves are off!

Best Practices Throwdown!

Email Creative Best Practices What does it take to be the last one standing?

Elements of Email From top to bottom
Preheader
Header
Navigation
Table of Contents
Primary Message
Submessage(s)
Siderail
Recovery Module
Footer

The Preheader Elements of effective email

Header and Navigation Elements of effective email

Primary Message Elements of effective email

Submessage Elements of effective email

Recovery Module and Footer Elements of effective email

Email Creative Best Practices Consult this checklist before hitting “send”
Don't just assume your message is compelling. Ask yourself:
What is this message about?
Why should my subscribers care?
What should they do about it?
Consider the “fold,” the preview pane and image supression
Include a balance of imagery and text
Provide clear primary and secondary calls-to-action
Throw in a few brand-appropriate bells and whistles

Let The Games Begin! Round 1:

Round 1 Original Email Creative: Esurance

Round 1 New Creative: Mighty Interactive Original Creative

Round 1 New Creative: eROI Original Creative

Round 1 New Creative: Responsys Original Creative

Vote For The Winner!
Text 23907 to vote MIGHTY1 Text 23907 to vote EROI1 Text 23907 to vote RESPONSYS1

And The Winner Is…

ROUND 2!

Round 2 Original Creative: Children International

Original Creative Round 2 New Creative: eROI

Original Creative Round 2 New Creative: Responsys

ROUND 3!

Round 3 Original Creative: At-A-Glance

Round 3 New Creative : eROI Original Creative

Round 3 New Creative: Responsys Original Creative

And The Champion Is…

http://www.retailemailblog.com	607
http://www.slideshare.net	6
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eec 2009 Email Creative Fight Night

by Dylan Boyd on Feb 12, 2009

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eec 2009 Email Creative Fight Night — Presentation Transcript