MARCH 2007
Creative Best Practices: The Solution to Effective Email Design
THE CREATIVE OF YOUR EMAIL IS AS IMPORTANT AS THE OFFER YOU PRESENT YOUR SUBSCRIBERS
Unlike websites and other online elements, an email initiates the contact with the user. Typically, online elements like websites and Flash pieces are visited by a user and therefore only have to hold the user's attention. Since the user has an interest in the content they are visiting, they will tolerate inefficiencies such as slower loading times and non-intuitive navigation.
Conversely, an email appears in a user’s inbox and starts working through the preview pane area and subject line at getting the user to open it. Not only does it have to hold the users' attention, it has to make the user open and interact with it when they might not initially have intended to.
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