DESCRIPTION
Motivational speaker, Jeff Blackman, needed to fix his existing email template as he was encountering technical issues from years and years of legacy use as well as problems with email service providers auto-truncating his messages due to their excessive length. Additionally, despite his stellar open rate, his engagement numbers were close to nil. Given the imminent publication of his revamped and rebranded website, he saw this as an opportunity to rebuild his email template from the ground up and address these issues.
Given the breadth of content the client wished to transmit, a dialogue first transpired in which his communication goals were identified and content strategy was discussed before design even began. Negotiation with the client for the culling of some of the content made for a more reasonable amount of content in his newsletter and this, combined with strict organization, distinct text block areas and the strategic placement of visual calls-to-action ensured navigability of the newsletter was preserved despite its (still quite considerable) length. Article truncation was implemented, directing readers to the full versions of the sought after content on his website, curtailing the overall length of the email and, with it, the possibility of overwhelming the reader.
Documentation was provided throughout the process, explaining design decisions and recommendations within the context of email marketing best practices. At the conclusion of the project, an instructional guide was furnished for the client as a courtesy, outlining how to effectively use the email template as well as detailing the steps necessary to update it with the email marketing platform used.
SCREENSHOTS
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