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

About Chris

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.

RSPCA - Before

RSPCA -After

Before/After

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

Activity

Friction

eme = rv(of + i) – (f + a)

Friction

Psychological resistance to a certain

element in the email.

AIMWA - Before

AIMWA - After

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

Before/After

Anxiety Takeaways

• Don’t get too personal

• Build trust

• Simple and clear design

Wrap-Up

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 Brownbrown@informz.com@emktg_guru

Informz: www.informz.com1.888.371.1842@informz