Category Archives: email design

5 Mistakes to Avoid in Your Next Email Campaign

April 29, 2011 – 6:53 am

Can a campaign about how to improve email design be a prime example of how NOT to design an email? If it’s the campaign below, received this week from Lyris, an email marketing software company, the answer is (in the view of this blogger): yes. Let’s start with the subject line (not seen here): Optimizing [...]

By Howard Sewell | Also posted in B2B Marketing, email marketing, Graphic Design, lead generation | Tagged , , , , | Comments (0)

Email Critique: Adobe Webcast Invite Keeps It Simple

November 9, 2010 – 2:06 pm

I’ve praised Adobe’s marketing design before in this space, and the email below is yet another example of how a well-constructed brand standard can work equally well across multiple media. In this case, an invitation to download a recorded Webcast, Adobe combines a clean email design with clear, concise selling copy that gets to the [...]

By Howard Sewell | Also posted in B2B Marketing, Branding, E-mail, email marketing, Event Promotion, Webinar Invitations, Webinars | Tagged , , , , | Comments (1)

Eloqua’s “Juan Eloqua” Campaign: Email Creative at Its Best

August 24, 2010 – 5:28 pm

The email below from marketing automation vendor Eloqua is part of one of those rare B2B campaigns that combines email marketing best practices with an impeccably executed creative concept. In the process, what is otherwise a fairly straightforward “get your free report” lead nurturing program is elevated to a degree that allows it to really [...]

By Howard Sewell | Also posted in B2B Marketing, email marketing, Graphic Design, Lead Nurturing | Tagged , , , , , | Comments (4)

Email Critique: CMS Vendor Asks Too Many Questions

July 9, 2010 – 12:00 pm

As data sheets go, the design below from Ektron, a New Hampshire-based developer of CMS (Content Management System) software, has its merits. Unfortunately, it’s not a data sheet, it’s an email, and on that score, it breaks virtually every rule in the book. Let me count the ways. 1. Not seen in this image is [...]

By Howard Sewell | Also posted in B2B Marketing, Copywriting, Creative, email marketing | Tagged , , , , | Comments (0)

Do Email Open Rates Really Matter?

July 1, 2010 – 1:50 pm

Open rates are generally paid more attention than they’re due. The ugly truth is this: an open rate is NOT an accurate measure of how many people opened or read an email, neither is it an absolute measure of a subject line’s success. So why are there misconceptions about what an open rate means, and [...]

By Howard Sewell | Also posted in B2B Marketing, email marketing | Tagged , , | Comments (1)