eec 2009 Email Creative Fight Night

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Ever wonder how some of the best interactive agencies handle designing emails to work for their clients? Review this presentation from the email experience council's Email Creative Fight Night 2009 and learn what to do.
Participants: eROI, Responsys and Mighty Interactive
Moderator: Smith-Harmon
Review the live round by round battles at http:/.www.youtube.com/eroilives

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eec 2009 Email Creative Fight Night

  1. February 11, 2009 With your referee: Lisa Harmon, Smith-Harmon And agency contenders : Sam White, eROI Julian Scott, Responsys Mike Corak, Mighty Interactive
  2. Email Round-up Presenting the competing champions <ul><li>Tonight’s Contenders: </li></ul><ul><li>Sam White, representing eROI </li></ul><ul><li>Julian Scott, representing Responsys </li></ul><ul><li>Mike Corak, representing Mighty Interactive </li></ul><ul><li>The Fight: </li></ul><ul><li>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! </li></ul>
  3. Best Practices Throwdown!
  4. Email Creative Best Practices What does it take to be the last one standing?
  5. Elements of Email From top to bottom <ul><li>Preheader </li></ul><ul><li>Header </li></ul><ul><li>Navigation </li></ul><ul><li>Table of Contents </li></ul><ul><li>Primary Message </li></ul><ul><li>Submessage(s) </li></ul><ul><li>Siderail </li></ul><ul><li>Recovery Module </li></ul><ul><li>Footer </li></ul>
  6. The Preheader Elements of effective email
  7. Header and Navigation Elements of effective email
  8. Primary Message Elements of effective email
  9. Submessage Elements of effective email
  10. Recovery Module and Footer Elements of effective email
  11. Email Creative Best Practices Consult this checklist before hitting “send” <ul><li>Don't just assume your message is compelling. Ask yourself: </li></ul><ul><ul><li>What is this message about? </li></ul></ul><ul><ul><li>Why should my subscribers care? </li></ul></ul><ul><ul><li>What should they do about it? </li></ul></ul><ul><li>Consider the “fold,” the preview pane and image supression </li></ul><ul><li>Include a balance of imagery and text </li></ul><ul><li>Provide clear primary and secondary calls-to-action </li></ul><ul><li>Throw in a few brand-appropriate bells and whistles </li></ul>
  12. Let The Games Begin! Round 1:
  13. Round 1 Original Email Creative: Esurance
  14. Round 1 New Creative: Mighty Interactive Original Creative
  15. Round 1 New Creative: eROI Original Creative
  16. Round 1 New Creative: Responsys Original Creative
  17. <ul><li>Vote For The Winner! </li></ul>Text 23907 to vote MIGHTY1 Text 23907 to vote EROI1 Text 23907 to vote RESPONSYS1
  18. And The Winner Is…
  19. ROUND 2!
  20. Round 2 Original Creative: Children International
  21. Round 2 New Creative: Mighty Interactive Original Creative
  22. Original Creative Round 2 New Creative: eROI
  23. Original Creative Round 2 New Creative: Responsys
  24. <ul><li>Vote For The Winner! </li></ul>Text 23907 to vote MIGHTY2 Text 23907 to vote EROI2 Text 23907 to vote RESPONSYS2
  25. And The Winner Is…
  26. ROUND 3!
  27. Round 3 Original Creative: At-A-Glance
  28. Round 3 New Creative: Mighty Interactive Original Creative
  29. Round 3 New Creative : eROI Original Creative
  30. Round 3 New Creative: Responsys Original Creative
  31. <ul><li>Vote For The Winner! </li></ul>Text 23907 to vote MIGHTY3 Text 23907 to vote EROI3 Text 23907 to vote RESPONSYS3
  32. And The Winner Is…
  33. And The Champion Is…

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