Several of my colleagues and the Design Solutions team had the opportunity to attend a fantastic seminar in Indianapolis this week given by Edward Tufte. Without diving into the full breadth of his rich background and teachings, Edward Tufte is an influential writer, analytical designer, and landscape sculpture artist. Through his work, he has provided amazing thought leadership into how to effectively display information and content.This fresh insight begs the question, how can we create better, more effective presentations based on Tufte’s strategy for success? Or in an email marketer’s case, how can we create better emails? Here is what we gleaned:
1. Better Content
- If what you have needs improvement or is not working, simply get better content. Make useful comparisons and show them. It’s vastly important to have solid evidence and content before you can begin to develop a great email program.
- All presentations (or email programs) stand or fall based on the quality and integrity of the content presented.
2. Effective Presentation
- Be as effective as possible in a given space and respect the unique landscape of email. Don’t cloud what you have to say – keep it simple.
- Look to your audience for cues. Feel free to teach them or present new information, but respect their time and interests.
3. Redesign
- If your communications are cluttered or confusing, redesign them!
As always, check out "Email Marketing Design: The New Essentials" for more design tips and recommendations.
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