Writing whitepapers reminds me of being married.* You try hard to develop an important relationship -- but you don't always know the right thing to say.
Take our March ExactTarget InSight topic for example: Email Marketing Design. When we decided to write an email marketing design whitepaper outlining best practices, tips & tricks, and industry trends, we were about to be tongue-tied.
As we began researching for Email Marketing Design: The New Essentials, we abruptly arrived at a fork in the road. Were we writing for marketers? Or designers? Marketers certainly have a vested interest in message performance -- and design's a big factor. But should we really leave designers out in the cold? After all, they're on the front-lines of creativity and rendering.
To be honest, we were a little stumped. We just didn't know what to say.
And then it came to us. Compromise (oh Bill would be proud!) -- the answer to every marital dilemma. We would write for both audiences -- marketers and designers! If you've already downloaded the whitepaper, you'll notice the layout's a bit different. Readers are guided to color-coded content based on their interests.
Orange for marketers; green for designers.
So, whether you're wondering where to place your call-to-action to drive the most conversions -- or looking for information about designing for Lotus Notes, you've come to the right place.
Download Email Marketing Design: The New Essentials -- and remember, till death do you part.
Nicole
Marketing Communications Associate
*Based on The Family Man and The Cosby Show. But, whatever.
