6. Learn from magazine covers 2 key message + a few supporting 6 equal visual messages Design supporting the message One-size-fits-all design What’s in it for me? = answer at a glance What’s in it for me?= not appealing
8. Learn from magazine covers No images supporting the offer Lack of excitement Multiple invitations to take action Recognizable brand No interaction triggers Copy & image = one message
10. Learn from magazine covers Good balance between image and copy Multiple anchors & scanable design Only relevant words: facts, figures, benefits Less clearer link between image & title Low text accessibility Title is not clear enough, not tangible
21. Construct winning e-mails 1 top ‘story’ 2 top interaction triggers ‘ In this issue’; what’s in it for me? Personal intro + txt link + editor in chief Personalised content for your phone Additional news snippets 2 main news items + short secondary messages Scanable design & structure Key message in preview pane
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23. Always keep in mind… Step #3 E-mail your audience. Not yourself. Not your boss.