I have the pleasure of working with some truly talented people. But just because you’re good at designing crisp logos or iconic product packaging or gorgeous posters doesn’t mean you know a thing about designing for direct marketing. It’s completely different. And lately, I’ve had the dubious pleasure of having to tell some of my most talented colleagues that they stink at email design.
Designing direct marketing emails as if they are magazine inserts will give you lovely emails that depress response by 45% or more. At least, that was one of my more dramatic test results, your experience may be different. Before you fall into a pit of despair upon seeing the latest glossy-but-useless design, here are 7 rules to share with your colleagues.
The Rules for Driving Email Results
1. The offer must be clear and visible, above the fold.
You’re selling something, so you need to be blatant about what you’re selling, and maybe pushy too. Brand voice is important, but shy brands don’t drive revenue. So use your voice and make sure that offer is loud and crystal clear....