Email Optimization:Where Design and Strategy Meet
Jeanette Brown – InformzMarketing Strategy Manager
Chris Clemente – Informz Template Designer
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Email Optimization:Where Design and Strategy Meet
Jeanette Brown – InformzMarketing Strategy Manager
Chris Clemente – Informz Rockstar Template Designer
“DESIGN BEFORE IMPLEMENTATION”
About Me
@emktg_guru
What is the goal of email?
To get someone to click
Email Optimization
• People buy from people
• Guide the conversation
• You optimize thought sequences
Email Layout
•Capture
•Convince
•Close
Effective Messaging
eme = rv(of + i) – (f + a)(MECLABS)
eme = email messaging effectiveness
rv = relevance to the consumer
of = offer value (why)
i = incentive to take action
f = friction elements of process
a = anxiety elements of process
Relevance
eme = rv(of + i) – (f + a)
Relevance
Where what you are saying intersects with what the reader wants, needs.
Offer
eme = rv(of + i) – (f + a)
Offer
What you are providing to the reader in exchange for a click.
Offer Takeaways
• Clear
• Relevant
• Limit the number of offers
Incentive
eme = rv(of + i) – (f + a)
Incentive
An element added in to increase
the desired action.
User Conference - Before
User Conference - After
Incentive Takeaways
• Stand out
• Test, test, test
• Relevant
Friction
eme = rv(of + i) – (f + a)
Friction
Psychological resistance to a certain
element in the email.
AIMWA: Before and After
Friction Takeaways
• Mind the length
• Check the tone
• Balance the email weight
Anxiety
eme = rv(of + i) – (f + a)
Anxiety
Psychological concern due to an element
in the email process.
Anxiety
• Asking too soon• Too personal• No trust
Anxiety: Solar Energy After
Anxiety Takeaways
• Don’t get too personal
• Build trust
• Simple and clear design
Recap
•Capture
•Convince
•Close
Recap
eme = rv(of + i) – (f + a)(MECLABS)
eme = email messaging effectiveness
rv = relevance to the consumer
of = offer value (why)
i = incentive to take action
f = friction elements of process
a = anxiety elements of process
#Informz
Email Optimization
• People buy from people
• Guide the conversation
• You optimize thought sequences
Let us help you!
Jeanette [email protected]@emktg_guru
Informz: www.informz.com1.888.371.1842@informz