We might be all the way down here in New Zealand but after 12 years we know our way around email design best practice… and this wasn’t that.
Turns out there was some kind of error somewhere, so we thought we’d try to help and jump in and make it look a bit more like email marketers would expect to see from their guiding lights.
Check out the before and after shots below (you need to click to enlarge them to full size) and please let us know what you think in the comments below or via @JerichoCrew on Twitter:
Overall, the original design was quite disorganised. The main focus in terms of imagery seemed to be around the location of the conference, rather than the content. And we’re unsure what re-purposing the classic ‘Got Milk?’ advertising campaign adds to the communication.
The images used are quite rough and, in places, have been stretched disproportionately to fit a gap. The headshots used for the speakers are of varying sizes (which again makes the design look rough/messy) and are laid-out in a way that means they aren’t associated with their corresponding text (profiles on the left).
The various logos aren’t given space, making the composition quite cramped. The main call-to-action for this communication should be to register, but although it features at the top of the email, it doesn’t really stand out and is given no more prominence than the other calls-to-action.
We looked to simplify the layout and make it easier to follow. The conference name and date are given prominence, with supporting imagery which ties in with the content of the event, rather than the location.
We used a short blurb to explain what the event was about, followed by the call-to-action, in orange, so that it stands out. We placed the speakers’ images with their profiles and gave their logos space to breathe. The speaker section is followed by the same call-to-action. The reason for this, is that we don’t want recipients to have to scroll back to the top to take action – we’re making it easy for them to do what we want them to.
Our secondary calls-to-action (Join EEC and Join DMA) then follow this and are treated in a way that they are still obviously clickable, but they don’t detract from our primary CTA.
What do you think? We hope they use it, or at least let us have another try at a design they will use. Watch this space.