The toughest part of translating diverse subscriber preferences into one email seems to be at the “getting started” stage. It’s really an exercise in visual organization with some puzzle-building skills.
Here are the steps I recommend to tackle the process of building a communication that drives performance based on individual preferences:
1. Construct a content strategy grid that captures:
a. Primary business action desired from the communication (brand engagement, sales conversion, event sign-up, etc.).
b. Drivers that will influence that action (imagery, testimonials, price incentives, valuable industry information, product benefits, etc.).
c. Secondary business actions that can eventually path the subscriber to the primary action (links to product videos, cost comparison calculators, recorded webinars, purchase of lower cost-entry products, etc.).
2. Build a wireframe (puzzle-building skills):
a. Create 3 sections: preview pane, opened email (above the fold), below the fold (subscriber needs to scroll to view).
b. In the preview pane space (approximately 380 pixels deep), include a content area for customizable key messages based on subscriber preference – primary action desired. This zone will have images blocked in most subscriber views, so keep the message in HTML text.
c. In the opened email view (approximately 600 pixels deep), build content areas for the engagement drivers that will drive a response.
d. In the scrolled view (below 600 pixels deep), include content areas for the highly engaged subscribers that scroll to find continued relevance, and ensure it can be teased/linked from the top of the email.
3. Create content modules for each subscriber segment that are styled to seamlessly flow into the overall email design. Build relevant “default” content for those without declared preferences. Test a sample of each segment to make sure the result appears seamless, not patched to the subscriber.
4. Leverage your subscriber preference data and ‘content rules” to deliver customized content into the email at time of send.
It does take more upfront planning to address subscriber preference diversity in design, but the added effort can significantly impact performance.
Here are the steps I recommend to tackle the process of building a communication that drives performance based on individual preferences:
1. Construct a content strategy grid that captures:
a. Primary business action desired from the communication (brand engagement, sales conversion, event sign-up, etc.).
b. Drivers that will influence that action (imagery, testimonials, price incentives, valuable industry information, product benefits, etc.).
c. Secondary business actions that can eventually path the subscriber to the primary action (links to product videos, cost comparison calculators, recorded webinars, purchase of lower cost-entry products, etc.).
2. Build a wireframe (puzzle-building skills):
a. Create 3 sections: preview pane, opened email (above the fold), below the fold (subscriber needs to scroll to view).
b. In the preview pane space (approximately 380 pixels deep), include a content area for customizable key messages based on subscriber preference – primary action desired. This zone will have images blocked in most subscriber views, so keep the message in HTML text.
c. In the opened email view (approximately 600 pixels deep), build content areas for the engagement drivers that will drive a response.
d. In the scrolled view (below 600 pixels deep), include content areas for the highly engaged subscribers that scroll to find continued relevance, and ensure it can be teased/linked from the top of the email.
3. Create content modules for each subscriber segment that are styled to seamlessly flow into the overall email design. Build relevant “default” content for those without declared preferences. Test a sample of each segment to make sure the result appears seamless, not patched to the subscriber.
4. Leverage your subscriber preference data and ‘content rules” to deliver customized content into the email at time of send.
It does take more upfront planning to address subscriber preference diversity in design, but the added effort can significantly impact performance.
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