All About Email - The Last Word in Email Publishing

Sunday, February 3, 2008

Don't let branding hide your key impact message

Just as all websites began life with headline banners that covered the width of the site to brand and identify the site, so most Html newsletters did the same.

Again, as with last week’s post, this is valuable real estate, and if you are communicating with an audience who are not brand new, is it the best use of that space?

What is your key intent in the email – is it reinforcing your branding, or perhaps the delivery of a message which hopes to stimulate action and response?

If it is the latter, then you should consider split headlining – reduce your branding to 30% of the headline banner, and replace it with rich text – headline news, calls to action which work in conjunction with your subject line and new top text headline (see last week’s post).

This is unlikely to diminish your brand or identity impact – remember that is already enforced through your sender ID.

It may not look quite as slick initially, but it will improve impact – especially in the preview pane.

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