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We Are Social - Advertising 2.0

Great tips on email creative 

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Bill Nussey relates some email design tips based on the results of eyetracking studies:

  • People don't read full sentences, so don't force them into your copy.
  • "Front load" your first few bullets or words with the most important information you need to share. You may not get them to read any more if you can't grab their interest.
  • Use graphics and layout to guide recipients' eyes. You don't need to be blatant about it, but apply the same thinking a merchandiser might use when laying out a retail store. What will people read first, and where will they go next?
  • The design needs to support a clear call to action. Don't just tell them they can have 15 percent off--make sure to show them exactly what they need to do to get that savings.
  • Recipients absolutely will scroll "below the fold" if the layout is properly designed.
  • Design your content with two levels of readers in mind. The first level is the five-to-10-second quick reader. The second is the reader who wants to dig in and really understand your message. Many marketers intermix these two sets of recipients in their layout and copy, and Greg strongly recommends thinking of them distinctly.
Published Dec 18 2006, 06:34 PM by Robin Grant
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We Are Social - Advertising 2.0

Your guide to the changing advertising and marketing landscape, as social media sweeps all else aside, brought to you by We Are Social, a social media agency. Always in beta.
 

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Robin Grant

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We Are Social - Advertising 2.0

Member since: 03 Jun 2008

Last login: 02 Jun 2009

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