Dynamic email content: How data and design work together

Dynamic email content: 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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3 email design principles that beat the creative silver bullet 

3 email design principles that beat the creative silver bullet 

Life – and email – don't come with guarantees. Although we know what doesn't work in email design, no single design solution - the silver bullet - will work every time.    However, email does have general principles that designers should follow to give subscribers the best possible experience: an email message that looks good across browsers and devices, serves their needs, encourages them to act and portrays your brand in the best light possible.   1. Follow good email design practices for every campaign. Email design is more creative than ever, with new approaches to image and copy combinations, images, animations and video and even real-time content adding impact to every message . But every design should follow these basic best practices that encourage your subscribers to open and act on your emails. Make subject lines, preheaders and headlines work together.  We see many email messages that use the subject line content in the preheader (the first line of copy in the message that often...
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