Sender-warranted e-mail use some type of watermark to identify legitimate e-mail. Habeas (www.habeas.com) is one company that has promoted this approach. This is a great example of lateral thinking. The e-mail message contains a defined signature which is based on a small haiku poem — for example, the footer might contain `X-HABEAS-SWE1-Winter Into Spring’. E-mail […]
We need to define the overall tone and style of the e-mail, and this will affect each creative element. Farris and Langendorf (1999) noted that since a message is likely to be interpreted literally, you should generally keep it straight — that is, adopt a professional tone. E-mail is an informal medium, lying somewhere between […]
When considering the best way to structure an e-mail, it’s best to think about it from the recipients‘ point of view. As they review it in their inbox, they will be asking the same three questions as they do for any piece of direct communication:
Who is it from?
What’s in it for me?
What do I […]
The headline or title is equivalent to the headline on a print ad or direct mail piece. Headlines are often used less often for e-mail — perhaps designers believe the subject line has this role. I believe a powerful headline is very important, adding to subject line and encouraging the recipient to click or read […]
