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Creative ways to construct winning e-mails
- 1. Creative ways to construct winning e-mails Serge Van de Zande [email_address]
- 4. Learn from magazine covers Overkill of messages Attract audience attention Instant interaction + 50 years experience
- 5. Learn from magazine covers
- 6. 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
- 7. Learn from magazine covers
- 8. 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
- 9. Learn from magazine covers
- 10. 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
- 11. Construct winning e-mails Step #2 Treat your e-mail like a magazine cover
- 13. Construct winning e-mails 4,4% CTR 2,8% UNIQUE CTR ROMI = 4,7 9,9% CTR 6,5% UNIQUE CTR ROMI = 10,8
- 16. Construct winning e-mails Clear functional information structure
- 17. Construct winning e-mails Additional text snippets enabling localisation and functional targeting
- 20. Construct winning e-mails > ATTENTION > DESIRE > ACTION > INTEREST
- 21. 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
- 23. Always keep in mind… Step #3 E-mail your audience. Not yourself. Not your boss.
- 25. About LUON Serge Van de Zande [email_address]