IS09 - Developing Killer Email Creative

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Email creative encompasses more than just pretty pictures and a slick layout. Using real examples, learn 5 of the most critical components to keep in mind when designing for email.

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IS09 - Developing Killer Email Creative

  1. 1. Developing Killer Email Creative Drew Miller Strategic Services SubscriberMail, LLC @ dmiller@subscribermail.com @emailman blog.subscribermail.com /subscribermail Copyright 2009 by SubscriberMail 1
  2. 2. Your Inbox Copyright 2009 by SubscriberMail 2
  3. 3. Creative Encompasses the ENTIRE Messaging Process. Copyright 2009 by SubscriberMail 3
  4. 4. 5 Critical Components Including... Copyright 2009 by SubscriberMail 4
  5. 5. 1. Subject Lines Copyright 2009 by SubscriberMail 5
  6. 6. 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 6
  7. 7. 3. Copy & Content Copyright 2009 by SubscriberMail 7
  8. 8. 4. Images & Graphics Copyright 2009 by SubscriberMail 8
  9. 9. 5. Landing Pages Copyright 2009 by SubscriberMail 9
  10. 10. Subject Lines Your chance to make it... ...or break it. Copyright 2009 by SubscriberMail 10
  11. 11. Think Customer Value. “September Newsletter” “5 Tips to Improve Subject Lines” 1. Subject Lines Copyright 2009 by SubscriberMail 11
  12. 12. Assume your readers are Average Joes. 1. Subject Lines Copyright 2009 by SubscriberMail 12
  13. 13. “Get Dad Behind the GRILL Instead of the DRILL!” 1. Subject Lines Copyright 2009 by SubscriberMail 13
  14. 14. 1. Subject Lines Copyright 2009 by SubscriberMail 14
  15. 15. 1. Subject Lines Copyright 2009 by SubscriberMail 15
  16. 16. Where is the product? 1. Subject Lines Copyright 2009 by SubscriberMail 16
  17. 17. Make it easy for Joe to understand. “SAVE 50% on our elfa Installation Service!” 1. Subject Lines Copyright 2009 by SubscriberMail 17
  18. 18. Compelling. “The Shirt You Can’t Live Without” 1. Subject Lines Copyright 2009 by SubscriberMail 18
  19. 19. Relevant. 1. Subject Lines Copyright 2009 by SubscriberMail 19
  20. 20. Think Before You Send... !Communicate Value !Synergy with Creative !Compelling and Relevant 1. Subject Lines Copyright 2009 by SubscriberMail 20
  21. 21. The Golden Rule of Subject Lines: Test, Test, Test! 1. Subject Lines Copyright 2009 by SubscriberMail 21
  22. 22. Relevancy Blind eyes = Missed Target Copyright 2009 by SubscriberMail 22
  23. 23. Excellent creative is costly... Drew probably wouldn’t look good in this... ...when you don’t know your customers. 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 23
  24. 24. If you have good data... ... don’t bury it. 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 24
  25. 25. Use Store Location. 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 25
  26. 26. Use Recent Interests. 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 26
  27. 27. Timeliness Don’t Be Late to the Party! Copyright 2009 by SubscriberMail 27
  28. 28. “Is Your Mower Ready for Spring?” 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 28
  29. 29. 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 29
  30. 30. 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 30
  31. 31. Angela: 2. Relevancy & Timeliness Copyright 2009 by SubscriberMail 31
  32. 32. Copy & Content Mind your p’s and q’s. Copyright 2009 by SubscriberMail 32
  33. 33. It shouldn’t be a scavenger hunt... Copyright 2009 by SubscriberMail ? 3. Copy & Content 33
  34. 34. ...Use teaser paragraphs with a strong call-to-action. 3. Copy & Content Copyright 2009 by SubscriberMail 34
  35. 35. Emphasize Your Raving Fans. 3. Copy & Content Copyright 2009 by SubscriberMail 35
  36. 36. Use one offer to maintain reader focus. 3. Copy & Content Copyright 2009 by SubscriberMail 36
  37. 37. Make email exclusive. 3. Copy & Content Copyright 2009 by SubscriberMail 37
  38. 38. Add a relevant promotion. 3. Copy & Content Copyright 2009 by SubscriberMail 38
  39. 39. Consistent messaging over time. 3. Copy & Content Copyright 2009 by SubscriberMail 39
  40. 40. Tell them why they should click. 3. Copy & Content Copyright 2009 by SubscriberMail 40
  41. 41. Graphics & Images Keep it simple, and above the fold. Copyright 2009 by SubscriberMail 41
  42. 42. Print ads appeal to the masses... ...but don’t have mass appeal in email. Copyright 2009 by SubscriberMail 4. Graphics & Images 42
  43. 43. Make effective use of color. 4. Graphics & Images Copyright 2009 by SubscriberMail 43
  44. 44. Create a main focal point. 4. Graphics & Images Copyright 2009 by SubscriberMail 44
  45. 45. Don’t Lose Focus. 4. Graphics & Images Copyright 2009 by SubscriberMail 45
  46. 46. 4. Graphics & Images Copyright 2009 by SubscriberMail 46
  47. 47. Landing Pages Don’t reroute them to Toledo, when they’re expecting Hawaii. Copyright 2009 by SubscriberMail 47
  48. 48. Keep your design consistent. Email 5. Landing Pages Copyright 2009 by SubscriberMail 48
  49. 49. Keep your design consistent. Landing Page 5. Landing Pages Copyright 2009 by SubscriberMail 49
  50. 50. Keep your offer consistent. 5. Landing Pages Copyright 2009 by SubscriberMail 50
  51. 51. Maintain Your Synergy. 5. Landing Pages Copyright 2009 by SubscriberMail 51
  52. 52. Email... 5. Landing Pages Copyright 2009 by SubscriberMail 52
  53. 53. ...Landing Page 5. Landing Pages Copyright 2009 by SubscriberMail 53
  54. 54. Email... 5. Landing Pages Copyright 2009 by SubscriberMail 54
  55. 55. ...Landing Page 5. Landing Pages Copyright 2009 by SubscriberMail 55
  56. 56. Don’t Kill your Killer Creative... Creative September 6, 2009- September 9, 2009 Copyright 2009 by SubscriberMail 56
  57. 57. ...Optimize It For Images Disabled Viewing. Copyright 2009 by SubscriberMail 57
  58. 58. Creative that looks great on paper... Copyright 2009 by SubscriberMail 58
  59. 59. ... Should also look great in Email Inboxes. Copyright 2009 by SubscriberMail 59
  60. 60. Images On Images Off Copyright 2009 by SubscriberMail 60
  61. 61. Before & After Copyright 2009 by SubscriberMail 61
  62. 62. Images On Images Off Before Copyright 2009 by SubscriberMail 62
  63. 63. Images On Images Off After Copyright 2009 by SubscriberMail 63
  64. 64. 6 Key Takeaways 1. Communicate value in subject line. Make it compelling. Test it! 2. Each customer is an individual. Think relevancy. Be timely. 3. Copy and Content: Short, concise and meaningful. 4. Graphics & Images: Less is more. 5. Maintain synergy with email message and landing page. 6. Optimize your message for images off viewing. Copyright 2009 by SubscriberMail 64
  65. 65. Questions? @ dmiller@subscribermail.com @emailman Copyright 2009 by SubscriberMail 65

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