The subscriber inbox will likely become even more crowded and competitive in 2009 as the ROI-conscious shift marketing dollars to the highest ROI medium – email. Therefore, the following two key email design tenets become even more valuable.
1. Email is a totally unique and powerful medium. Email is not equivalent to a flyer, print ad, or website page. Design specifically for this unique medium.
Research and embrace the unique email environment. Understand that image blocking and preview panes are inherent to email design and are becoming more prevalent all the time.
Since the typical subscriber uses a preview pane to scan messages and the same subscriber views email in an inbox where images are blocked by default, it’s imperative to take these issues into consideration when designing emails As competition increases in the inbox, it just makes good business sense to design competitively at the earliest possible subscriber viewing moment – within the inbox before the email open. A message hidden behind a grey box or small red “x” doesn’t entice, add value, or encourage an open.
We’ll see savvy marketers leverage this large drop-off point with some design tactics focused on the pre-open viewing stage, including:
Once the subscriber trusts the From Name, is enticed by the Subject Line, and finds enough value in the Preview Pane view to intentionally open an email, the design challenge continues. A very small percentage of subscribers will scroll below the opened email’s “fold line” or first browser view. The designer who guides the eye fluidly with graphic intention is focused on performance to reach conversion.
A performance-driven design will guide the eye seamlessly and strategically throughout the email message – from the preview pane to the bottom of the email. It captures the eye at desired engagement stops – some emotional, some rational – and ultimately lands at the call-to-action(s). This design strategy requires subscriber knowledge, visual organization (e.g. wireframes, storyline mapping, graphic plotting), and design testing to validate email eye-tracking and engagement behavior.
Next year may be the year truly competitive marketers finally acknowledge the unique nuances of the email medium by dedicating great effort to master the medium at every step. ROI success will only be evident to those who focus on the unique environment and viewing behavior of the email medium.
What’s your resolution for 2009? Will each communication have relevant, strategic, graphic intention that focuses on business results?
Melinda Baxter, Director of Marketing Services
1. Email is a totally unique and powerful medium. Email is not equivalent to a flyer, print ad, or website page. Design specifically for this unique medium.
Research and embrace the unique email environment. Understand that image blocking and preview panes are inherent to email design and are becoming more prevalent all the time.
Since the typical subscriber uses a preview pane to scan messages and the same subscriber views email in an inbox where images are blocked by default, it’s imperative to take these issues into consideration when designing emails As competition increases in the inbox, it just makes good business sense to design competitively at the earliest possible subscriber viewing moment – within the inbox before the email open. A message hidden behind a grey box or small red “x” doesn’t entice, add value, or encourage an open.
We’ll see savvy marketers leverage this large drop-off point with some design tactics focused on the pre-open viewing stage, including:
- Headers <150 pixels deep
- Alt tags
- Key message in text HTML in upper left quadrant
- Pre-headers in text to entice opens
- Images placed outside of the prime message zone
Once the subscriber trusts the From Name, is enticed by the Subject Line, and finds enough value in the Preview Pane view to intentionally open an email, the design challenge continues. A very small percentage of subscribers will scroll below the opened email’s “fold line” or first browser view. The designer who guides the eye fluidly with graphic intention is focused on performance to reach conversion.
A performance-driven design will guide the eye seamlessly and strategically throughout the email message – from the preview pane to the bottom of the email. It captures the eye at desired engagement stops – some emotional, some rational – and ultimately lands at the call-to-action(s). This design strategy requires subscriber knowledge, visual organization (e.g. wireframes, storyline mapping, graphic plotting), and design testing to validate email eye-tracking and engagement behavior.
Next year may be the year truly competitive marketers finally acknowledge the unique nuances of the email medium by dedicating great effort to master the medium at every step. ROI success will only be evident to those who focus on the unique environment and viewing behavior of the email medium.
What’s your resolution for 2009? Will each communication have relevant, strategic, graphic intention that focuses on business results?
Melinda Baxter, Director of Marketing Services
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