Content is often considered the heart of email marketing, but design is equally important.

1. Masters of Marketing
Appearance is Everything: Using Effective Email Design to Win Over Your
Contacts
Malika James
AgencyBuzz Coordinator

2. Welcome to Masters of Marketing!
• We will begin promptly at 12 pm CST.
• Follow along on Twitter using the hashtag #MastersMktg
• This presentation will be posted on our blog today at this url:
www.GetITC.com/blog
• Next month’s Masters of Marketing presentation on October 20th will cover the
topic “How to Craft Effective Content for Your Insurance Website” hosted by
SEO Coordinator Dylan Brooks.
• Registration for ITC Agent Conference 2017 is now open! Current ITC
customers with an active account ID qualify for special pricing! Learn more at
www.AgentConference.org.
Thank you for joining us today!
Malika James
AgencyBuzz Coordinator
800-383-3482 x 185
mjames@getitc.com

3. Design is Important!
• Emphasize and highlight a Call to Action
• Make content more digestible and appealing
• Assist in boosting/reinforcing your branding
• Increase Engagement

4. What’s Wrong Here? ( Hint: A lot)

5. White Space

7. Image
Rendering
• Many email providers
automatically turn off images
in their customer’s emails.
• Gmail is one example of a
service provider who does
this
• But, a recent study
by Brightwave, found
photography was the #2
reason a subscriber clicked on
a link in an email.
• So, should you use images in
your email?

8. Imagery
• What work is this
image doing?
• How?

9. Creating an
Effective Call to
Action
Including a call to action
button instead of a text link
can increase conversion
rates by as much as 28%.
– Campaign Monitor

11. Alignment
Recipients decide whether your emails are attention-worthy in 0 to 3 seconds. (US
Consumer Device Preference Report, Q3 2015)

12. Branding Consistency

14. Effective Messaging through Design
• Who is this company?
• Who is their target
audience?
• What do they want you to
do?
• How do you know?

15. When in doubt, Keep It Simple
• Avoid too many colors
• Make sure images and content are aligned in a way that is
easily scanned.
• Make sure that everything is relevant and necessary.
• If not, take it out.
• Test Your Email!
• There’s nothing worse than crafting a beautiful email only for it to
look completely different when it is received by your contacts

16. Thank You for Joining Us!
• This presentation will be posted on our blog today at this
url: www.GetITC.com/blog
• Join us next time (10/20 12 pm CST) when SEO
Coordinator Dylan Brooks will cover: How to Craft Effective
Content for Your Insurance Website.
Malika James
AgencyBuzz Coordinator
800.383.3482 x 185
mjames@getitc.com