Zrinity Email Marketing Blog

{SCIENCE NOT SURVEYS} Craft a message that matches a person’s desires, needs or pain/stress points. Did they click or buy? Adjust and evolve your message and timing based on metrics.

• Look closely at any metrics you have from similar campaigns or any previous campaigns that have a similar offer and send the next campaign with the same parameters such as time of day, subject line, etc.

{SCIENCE NOT SURVEYS} Look at your stats to determine the likely monitor settings. Draft a message that fits nicely into most used monitors. Which monitors do your Web browsers use?

• Dig further into other sources for metrics. Look at your Website analytics program and determine the most likely monitor scenario before you design your next campaign. As you can see in the Email Design Guide, our viewers mostly all have setting starting at 1024 or 1200 plus, which means we might up our total size by a few hundred pixels for our next campaign.

Make a sketch level plan but don’t try to over plan since you can learn from email recipients’ actions about their desires.

• Plan but don’t overkill. It is important to get the first campaign or the next one out quickly. Remember you can use multi-variant campaign and testing the campaigns over time to continue to evolve your email campaigns. People speak louder in their actions than they do through any survey or study about their actions.

Source: The Ultimate Email Design Guide Check-off List
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