E-Mail Creative Checklist
Design, copy, sizes, formats, and keeping the client happy.
Design, copy, sizes, formats, and keeping the client happy.
Last month, I talked about my love of spreadsheets and metrics to benchmark email initiatives. This time, I’ll discuss the other side of email marketing (which I also love), working with the creative team.
Earlier this year, I put together a “virtual interactive agency.” Basically, it consists of a copywriter, a designer, and a programmer, all freelance, who work with me. I handle strategic and tactical planning with the client, then manage the team to bring email and registration initiatives to life.
I’ve got lots of experience working with and managing creative teams on the client side. Now I’m on the agency side, managing not only the team but also my clients’ expectations. Being on this side of things, I’ve learned lessons that will help anyone who’s working with an email creative team.
Make Your Design Work for You
An effective design should do more than look nice. It should support the business message and objective. Correctly executed, a picture really is worth a thousand words.
When you’re talking HTML email, there’s an additional image challenge: keeping the file size reasonable so it loads quickly. Standard guidelines:
Getting the Most From a Designer
Review Copy in the Design Before Any Major Changes
All copy looks different once integrated into a design. Somehow, email copy looks more different than most. The standard guidelines for email copy:
After a few internal revisions, we now present the first draft of copy to clients as part of the design for two reasons. First, we found we were frequently asked to expand the first draft copy, only to be asked to remove much of it after it was incorporated into the design. The revision was clearly too long for email, anyway. That’s a waste of our and the clients’ time.
Second, we learned a great design can get the message across as well as or better than copy. A good example is a project where the client, after reviewing the first draft copy alone, felt we needed to focus more on the brand. A few hours later, that same client saw the design template, which did a great job of showcasing the brand. They decided the copy was fine as it was. The design did the heavy brand-lifting; the copy didn’t have to.
Another tip: Even though it’s online, print it out. You can focus, make notes, and (if necessary) cut and paste to see if there’s a better layout. As much as I love doing things digitally, proofing copy and design is a task better conducted offline.
Be Sure You or the Copywriter Knows E-Mail Writing
I mentioned earlier a designer who understands online is essential. This expertise is less critical (although desirable) for copywriters if you have a firm grasp of writing for an online medium and can work closely with them as an editor. It’s easier to teach great copywriters how to modify their work for online than it is to teach those who understand online how to write great copy.
Those are my tips from the email marketing trenches. As always, let me know what you think!
Best,
Jeanne