Notes

Outline

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Creative Considerations for the eMail

3 main components eMail marketing

Let’s focus on eMail Design

Single most important topic in eMail design Clarity, Brevity, Skim-ability! Nobody reads commercial eMail – they skim it briefly looking for interest. Strive so that eyes can quickly scan an eMail and understand it without reading. Less is More!

The 6 Second Rule The 6 Second Rule: You’ve got 6 seconds to capture their interest.

How to Achieve Clarity? All the standard principles of good design: Good typography Layout that follows vertical & horizontal margins One main objective Color harmony White space Keeping it simple Minimizing copy

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TIP “Don’t think of commercial eMail as a letter… …think of it more as a Magazine ad, that you can click.”

Preparing for Design Choose your Message objectives wisely Start with an overall briefing – all desired objectives, background information, full-copy, etc. Next, distill into a Creative Brief with 3 or less objectives. One objective works best. Multiple objectives = newsletters Single objective = postcard Get all interested parties to review the Creative Brief before you start design.

The very brief CREATIVE BRIEF Objectives Informal description Basic copy script URLs Required items

Score Card for Good Design …or how to talk to creatives DYNAMIC LIGHT

Dynamic Light – fresh photos Dynamic Light refers to photography in your eMail Is it flat or does it shine and radiate? Example: magazine covers & movie posters

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Good Type – fresh fonts

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Strong Call to Action

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Color (simplified)

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Scale

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Is it Clear? Scan-able?

What reduces Clarity? Too many objectives Poor vertical alignment Too many different calls-to-action Too many dominating / competing graphics Too much copy (the dreaded "wall o' text) Poor typography

This Season… Crowded in boxes deserve differentiation

How to be different - Design ideas that work

Be Different – Human Textures Non-linear art such as: Handwriting Scratches, surfaces, etc Physical objects placed in layout Contrasts with the linear environment and may create more interest.

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Be Different - Intrigue Intrigue -  Don’t give it all away! “hmm… what is this?” Works great with: Drive-to-website campaigns Creating awareness campaigns Product launches – great for clicks Multi-Message Campaigns Subject lines

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Be Different – Sticky Content Sticky Content: “Word-of-the-day” type content that keeps them opening. Predictable & familiar but unique Works great with: Newsletters Frequently sent product emails

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How to Be Different = unique format

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How to Be Different = unique format

How to Be Different = Just have fun

TIP Choose to Amuse: Remember:Your audience wants to be amused. Think ENTERTAINMENT! – it takes more effort but, interesting, non-product related editorial, design or photography will keep them opening. Features that compliment your business and brand can build good will over time.

TIP Keep it Fresh: Templates are useful to quickly create email messages… But… They may tend to become predictable over time. Consider interspersing new, one-off layouts, with unique content to keep them interested.

eMail file size Remember what Google learned about load times faster search = better results The idea file size to aim for is 32k or less Realistically many HTML messages are larger. 30-70k is the most common range. Anything over 70k should be closely considered. Think about your target audience in relation to file size Is this largely going to consumers? – file size is important because many on the list will be using dial up Is your message to to business? – a slightly larger file size may be OK, since many business have broadband connections.

Checklist for Great e-mail (summary) Is it Clear? How do you rate with the scorecard? How’s the Freshness Factor? Is the call to action prominent and easily clicked? Did you personalize it in any way? How’s the file size? 70k or less (images+html file)

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"Kodak Creative Audit – Overall..." Kodak Creative Audit – Overall Great Work! Scannable – yes, great job, especially in the newsletter. Dynamic Light – yes, most layouts reviewed. Product images can be a bit bland, consider product image with fantastic lifestyle images Typography – very good, downright excellent HTML type coding Color – distinct brand yellow is consistant. Scale – good, fits well File sizes – great most were around 70k (images and code) Coding – your message are SUPERBLY coded.

"Kodak Creative Audit – 2..." Kodak Creative Audit – 2 Suggestions Newsletter – I don’t recommend starting the newsletter with the same animated gif. This area is the most important place in your layout. You run the risk of people seeing it and thinking “I’ve already seen this…. Delete” Choose to amuse – Fantastically beautiful images, with dynamic light should be present in all your layouts. Powerful images will further reinforce your Brand (kodak = great at photos). In essence strive to AWE people with the shots you place in the layout.