Watch as we perform strategy and design optimization on real examples of emails, reviewing everything from table structure to content.

1. Email Optimization:
Where Design and Strategy Meet
Jeanette Brown – Informz
Marketing Strategy Manager
Chris Clemente – Informz
Template Designer

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4. Email Optimization:
Where Design and Strategy Meet
Jeanette Brown – Informz
Marketing Strategy Manager
Chris Clemente – Informz
Rockstar Template Designer

5. “DESIGN BEFORE IMPLEMENTATION”

7. About Me
@emktg_guru

8. About Chris

10. What is the goal of email?
To get someone to click

11. Email Optimization
• People buy from people
• You optimize thought sequences
• Guide the conversation

12. Email Layout
•Capture
•Convince
•Close

13. Effective Messaging
eme = rv(of + i) – (f + a)
(MECLABS)
eme = email messaging effectiveness
rv = relevance to the consumer
of = offer value (why)
i = incentive to take action
f = friction elements of process
a = anxiety elements of process

14. Relevance
eme = rv(of + i) – (f + a)

15. Relevance
Where what you are saying intersects with what
the reader wants, needs.

16. Offer
eme = rv(of + i) – (f + a)

17. Offer
What you are providing to the reader in
exchange for a click.

18. RSPCA - Before

19. RSPCA -After

20. Before/After

21. Offer Takeaways
• Clear
• Relevant
• Limit the number of offers

22. Incentive
eme = rv(of + i) – (f + a)

23. Incentive
An element added in to increase
the desired action.

24. User Conference - Before

25. User Conference - After

26. Incentive Takeaways
• Stand out
• Test, test, test
• Relevant

27. Activity

30. Friction
eme = rv(of + i) – (f + a)

31. Friction
Psychological resistance to a certain
element in the email.

32. AIMWA - Before

33. AIMWA - After

34. AIMWA: Before and After

35. Friction Takeaways
• Mind the length
• Check the tone
• Balance the email weight

36. Anxiety
eme = rv(of + i) – (f + a)

37. Anxiety
Psychological concern due to an element
in the email process.

38. Anxiety
• Asking too soon
• Too personal
• No trust

40. Anxiety: Solar Energy After

41. Before/After

42. Anxiety Takeaways
• Don’t get too personal
• Build trust
• Simple and clear design

43. Wrap-Up

44. Recap
•Capture
•Convince
•Close

45. Recap
eme = rv(of + i) – (f + a)
(MECLABS)
eme = email messaging effectiveness
rv = relevance to the consumer
of = offer value (why)
i = incentive to take action
f = friction elements of process
a = anxiety elements of process
#Informz

46. Email Optimization
• People buy from people
• You optimize thought sequences
• Guide the conversation

48. Let us help you!
Jeanette Brown
brown@informz.com
@emktg_guru
Informz: www.informz.com
1.888.371.1842
@informz