If you’re about to commission or embark on some international email design work then here is a fairly concise list of things you may want to consider. Hopefully, this will cover everything and act as a bit of a checklist so you know you have thought of every possible thing that could go wrong (or right), and maybe even take away some of the inevitable fear when you are about to press that send button.
Caveat: Some of these points may be obvious but because I’ve called this a checklist, I want to cover my back. I would rather avoid an angry mob of digital marketers turning up at our studio with pitchforks and burning sticks. Or does that only happen in inappropriately terrifying Disney films? Right. As you were.
Possibly the most crucial time period for you to impress your subscribers, the welcome series. It’s best to make an effort than rock up under
dressed designed right?
Well, actually not much. But that’s because we already know the results of this test are useless.
Last week Clickhole posted this excellent send up of subject line “best practice”, including such gems as ‘Start your subject line with “GOOD EMAIL”‘ and ‘For urgent emails, write “I HAVE YOUR DAUGHTER”‘. We’ve been questioning the value of perceived subject line best practice for a while – there’s obviously a lot of value in writing a subject line that grabs your audience, but we’re not convinced that following an arbitrary set of rules is the right way to get there.
For some time now Google have been doing their best to shake up the email experience. They’ve introduced tabs, schema, priority inbox, promotions view and most recently Inbox to name but a few features. In fact over the last couple of years it feels like Google have been doing more than anyone else to progress email.
This email has just taken email creativity to a new level, so much so that members of the team and email community are still in a state of ‘Why didn’t I think of that?’.
The concept is based on the idea that their customers are most likely sitting at their desk but can’t browse the site as their boss may be watching them. They are offered the option of viewing a spreadsheet or ‘I don’t do spreadsheets’ which goes to the homepage.
Take a look at the campaign from Bonobos which landed in our inbox yesterday.