The Email Wars

I am a big fan of the use of images to tell the stories in email. I know you will bash this as well images can be suppressed, but when it works and it done right pictures can evoke a click often times more that too much text. Copy, although important, is so often over used and truly just creates more things to do and drives less impact on the desired action to delve deeper into the story, item, purchase, conversion, etc. 

This example of Adobe is their newsletter which connects with people on so many levels. Not only for the fact that it is outright sexy, but that it can tell the stories quicker with images than it would with text. Simple layouts like this are growing and evident more in the movement to simplify our web interactions with the 2.0 design philosophy. 

For so many people content production has been paramount to the production of a newsletter or email. Sure email is rooted in the notion of text, but if you have the ability to tell a story in a way that drives people to interact with the copy content in the place it lives so much better, the web page, than you can watch your click through rates rise. 

Reading a story or article is so much easier in a browser window where you have more room to set the story, can add more images, links and are not forcing people to read an email in a small preview pane in the inbox. We have done a similar design to our own email newsletter and have seen our own read, click through and conversion rates grow since the redesign. 

And on top of this you have so much less to worry about around the content setting of keyword traps or content flags at the ISPs and on client side email inbox filters. Maybe you should give it a try as less can be more to your email marketing campaigns and email newsletters.