All About: Email Creative

How to Develop content Sample Creative

An email message has a lot to compete with for attention. There are all the other messages in the inbox, there are the spam messages, there is often a mix of personal and work-related messages, and then there are all of those draft messages that are in the process of being written. And to think that reading email is only a small part of most people's jobs!

You need to get to the point quickly. Start with the most valuable information -- don't hide it away. Your reader should be able to glance at the top of the email and know immediately if it's worth reading. Consider starting with a table of contents or a short summary that will entice them to read the full email.

How to develop content

When developing your content for an email, you should:
  • Remind clients of how they got on your list by introducing yourself.
  • Make sure copy has been well formatted and is structured in a way not to confuse the reader
  • Create a plain text version for those that are on the Blackberrys or just want a text-only version
  • Follow CAN-SPAM
  • Prioritize your content--make sure your call-to-action is listed throughout the email

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Sample creative

Take a look at Dillard's email. It has the look and feel of the store's website--a best practice among email marketers. Notice how it entices the reader to view videos on it's website:



The email links to a landing page on Dillard's web site.

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