The Email Wars

We came up with the idea of trying out the horizontal email technique with one of our clients, Zinio. We thought that as a company that is showing how digital magazines are different, that we wanted them to challenge how emails were read, just like how magazines are read. We have seen 4 examples of this in the past and heard great things from folks that did it for Coors, FHM, Diesel and a luggage company, so why not give it a try. 

So far it has performed well and as the list grows we will watch to see how it works out. Now this being said, we did make a standard back up email layout just in case it went the other way. Well luck was on our side. 

My thoughts are why not challenge the medium. Why not make something stand out that not only grabs the readers attention, makes them pause to look at it, and if it works see if the media picks it up. Well all three things happened. 

So what is next? We will see as the months go on. We are always up to try something different. Are you?

From DM News:

E-mail marketing has long been an important one-to-one communication channel, but marketers’ perspective of the medium is changing as brands begin to use it in new and innovative ways.

Zinio, an online publishing and distribution services firm, is also look ing at new approaches to e-mail, but from the design perspective. The firm recently debuted a new horizontal e-mail that lets readers scroll the e-mail to the right, the way one reads a book.

“It’s a completely different way of present ing the content that gives the reader a new e-mail experience,” says Stephanie Jackson, publisher, services manager at Zinio.

The Zinio e-mails are a key part of the brand’s communication, and this new design approach is a way to help try new options within the medium.

“E-mail has become such an integral part of consumers’ lives that now it’s an integral part of any relationship [they have] with someone. [Marketers] are recognizing that and [have started] taking it more seriously,” Jackson adds.

http://www.dmnews.com/E-mail-gaining-utility-among-marketers/article/113586/