March 2008
ExactTarget, a leading provider of on-demand, email and one-to-one marketing solutions, announced the availability of a new whitepaper focused on tips and best practices for marketers for email design. The whitepaper, Email Marketing Design & Rendering: The New Essentials, defines new standards for creating and distributing email marketing messages.
Email design is complex, and both designers and email marketers have different motivations when it comes to ensuring messages are read and acted upon by subscribers. Since both parties play integral roles in the success of email marketing design, it is important to consider the needs of each and understand how their actions impact the message performance.
“Email design is critical to the success of one-to-one communications because, in many cases, design determines whether recipients actually read the message content,” said Tim Kopp, Chief Marketing Officer for ExactTarget. “This whitepaper shows email marketers and designers how to design for optimal engagement of current customers as well as prospects that have opted-in to email communications.”
Many email marketers don’t understand that different internet service providers will display their emails in different ways. Therefore, it is vital that designers and email marketers understand these nuances to better drive their return on investment. According to Jeff Chandler, Senior Marketing Manager Marketing Tools and Technologies, Convergys, “without proper planning, rendering and display issues can distract subscribers from the key marketing message in your email.”
Email design report highlights:
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