Embed Size (px)
DESCRIPTION
Ever wonder how some of the best interactive agencies handle designing emails to work for their clients? Review this presentation from the email experience council's Email Creative Fight Night 2009 and learn what to do. Participants: eROI, Responsys and Mighty InteractiveModerator: Smith-HarmonReview the live round by round battles at http:/.www.youtube.com/eroilives
Citation preview
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…
