How data and design work together

How data and design work together

You've probably heard of the saying "Form follows function." In email, the saying would be "Design follows data." In other words, the data you plan to use in a campaign, whether a stand-alone email campaign or as part of a nurture series or journey email, should dictate the set-up and design of that email, instead of the other way around.  Want to use dynamic content in your emails? Have reliable data first Let's say you've heard a lot about dynamic content, and so you go to your email development team and say, "Can you design me a template for dynamic content now? We can figure out the back end later." The short answer: No. Design cannot run ahead of the back-end development of dynamic content because the data or data files might not be reliable.  Email design needs to accommodate "graceful degradation" – a design term that means an email is designed for the viewing clients that support its features and has fallbacks built in...
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How to run a successful email content audit

How to run a successful email content audit

When COVID’s first wave initially struck in early 2020, many marketing teams were left without a clear crisis response plan. Many needed to develop new messaging plans overnight and created campaigns that might have sounded good at the time, but it quickly became clear that everyone had similar ideas. Even the most comprehensive crisis-management protocols didn't tend to envision a world of lockdowns and mandatory social guidelines–or the economic, social, political, and cultural upheavals that would follow. Over the course of 2020, we've learned what our brands stand for, what our customers really want from us, and some of the organizational traps that kept us from responding as efficiently and effectively as we could. Now is the time to put that knowledge into action. While we managed to survive the initial storm, the pressures placed on the email marketing teams are set to continue in Q4 2020 and into 2021. Prepare for the long haul It’s the perfect time to assess your capabilities...
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Screening checklist for crisis response emails

Screening checklist for crisis response emails

As part of your crisis management email marketing revaluation, you might have to add some qualitative review questions to your campaign pre-deployment and quality-checking process. Besides checking for typos, broken links and call-to-action button copy, you should audit your content to make sure you're keeping your customers' interests in the forefront and not inadvertently offending with ill-timed or tone-deaf content. These questions can help: 1. Does my content answer "WIIFM?" "WIIFM'' means "What's in it for me?" Or, bluntly, "So what?" You can say yes to this question if your copy focuses more on the benefits of the product that its individual features – or on the benefits of any changes you have to make to accommodate COVID requirements. When you get right down to it, customers are all about themselves, so meet them where they are and remind them – overtly or subtly – why their lives are better because they buy from you. 2. Does my email address the customer's perspective? This goes...
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