eec 2009 Email Creative Fight Night

February 11, 2009With your referee:Lisa Harmon, Smith-Harmon

And agency contenders:Sam White, eROI

Julian Scott, Responsys

Mike Corak, Mighty Interactive

Email Round-upPresenting the competing champions

Tonight’s Contenders:• Sam White, representing eROI• Julian Scott, representing Responsys• Mike Corak, representing Mighty Interactive

The Fight: Grab your ringside seat to see the blow-by-blow of what's sure to be a knockout

session. Three agencies will square off to redesign three emails chosen by YOUand your fellow EEC Evolution Conference attendees. One rep from each agencywill show off their skills and present the redesigns to the crowd. Each round willhave a winner, and a Heavyweight Champ of Email will be announced at the endof the session. Lisa Harmon of Smith-Harmon will act as ringside judge andmoderator, plus she'll be sharing a few one-two design punches of her own.The gloves are off!

Best Practices Throwdown!

Email Creative Best Practices What does it take to be the last one standing?

Elements of EmailFrom top to bottom

• Preheader • Header• Navigation• Table of Contents• Primary Message• Submessage(s)• Siderail• Recovery Module• Footer

The PreheaderElements of effective email

Header and NavigationElements of effective email

Primary MessageElements of effective email

SubmessageElements of effective email

Recovery Module and FooterElements of effective email

Email Creative Best PracticesConsult this checklist before hitting “send”

Don't just assume your message is compelling. Ask yourself: • What is this message about? • Why should my subscribers care? • What should they do about it?

Consider the “fold,” the preview pane and image supression Include a balance of imagery and text Provide clear primary and secondary calls-to-action Throw in a few brand-appropriate bells and whistles

Let The Games Begin!Round 1:

Round 1Original Email Creative: Esurance

Round 1New Creative: Mighty Interactive

Original Creative

Round 1New Creative: eROI

Original Creative

Round 1New Creative: Responsys

Original Creative

Vote For The Winner!

Text 23907 to voteMIGHTY1

Text 23907 to voteEROI1

Text 23907 to voteRESPONSYS1

And The Winner Is…

ROUND 2!

Round 2Original Creative: Children International

Round 2New Creative: Mighty Interactive

Original Creative

Original Creative

Round 2New Creative: eROI

Original Creative

Round 2New Creative: Responsys

Vote For The Winner!

Text 23907 to voteMIGHTY2

Text 23907 to voteEROI2

Text 23907 to voteRESPONSYS2

And The Winner Is…

ROUND 3!

Round 3Original Creative: At-A-Glance

Round 3New Creative: Mighty Interactive

Original Creative

Round 3New Creative : eROI

Original Creative

Round 3New Creative: Responsys

Original Creative

Vote For The Winner!

Text 23907 to voteMIGHTY3

Text 23907 to voteEROI3

Text 23907 to voteRESPONSYS3

And The Winner Is…

And The Champion Is…