SlideShare a Scribd company logo
Creative ways to construct  winning e-mails Serge Van de Zande [email_address]
There must be a difference  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
There must be a difference ,[object Object],[object Object]
Learn from magazine covers Overkill of messages Attract audience attention Instant interaction + 50 years experience
Learn from magazine covers
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
Learn from magazine covers
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
Learn from magazine covers
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
Construct winning e-mails Step #2 Treat your e-mail like a magazine cover
Construct winning e-mails
Construct winning e-mails 4,4% CTR 2,8% UNIQUE CTR  ROMI = 4,7 9,9% CTR 6,5% UNIQUE CTR  ROMI = 10,8
Construct winning e-mails ,[object Object],[object Object]
Construct winning e-mails Image + copy + key benefits   - only relevant, differentiating facts & figures - use of short headlines  ,[object Object],[object Object],[object Object],[object Object],Support the product offer by value added messages
Construct winning e-mails Clear functional information structure
Construct winning e-mails Additional text snippets   enabling  localisation and functional targeting
Construct winning e-mails ,[object Object]
Construct winning e-mails ,[object Object],[object Object],[object Object]
Construct winning e-mails > ATTENTION   > DESIRE   > ACTION   > INTEREST
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
Lessons learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Always keep in mind… Step #3 E-mail your audience. Not yourself. Not your boss.
Contact us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights.  They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited.
About LUON Serge Van de Zande [email_address]
[object Object],[object Object]
About LUON ,[object Object],[object Object],[object Object]
Our active customers
Contact us ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights.  They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited.

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Creative ways to construct winning e-mails