The aim of creative formatting is to produce a pleasing visual design that enables us to connect emotionally with our recipients, while at the same time achieving the emphasis to attain our goals of Do, Think, Feel! Getting the right balance between visuals and text is important for this. For consumer brands, images will be […]
Before we go on to look at best practice for creative and copy, let’s look at the constraints under which we operate. There are two main issues we need to bear in mind when designing e-mails. First, there are the technology constraints. To the majority these are boring technical issues, but we shouldn’t unleash our […]
To write successful e-mail copy, we need to adopt a mindset based on how readers interact with e-mail. If you are familiar with writing copy for print, consider these three important differences, which are discussed below:
1. Readers scan, don’t read, e-mail
2. E-mail is conversational
3. E-mail readers are cynical.
Readers scan, don’t read, e-mail
