Tagged 'email design'

How to overcome tunnel vision in email design

Posted by James Trumbly on January 31st, 2013 at 10:16 am

How long do you have to snag your reader’s attention before you lose them? Say it with me: ten seconds or less. We’ve had this drilled into our heads, and great designers know what keeps people reading and what doesn’t. But what hasn’t been learned nearly so well is that your customer’s online attention is not only short, but also very narrow.
Usability guru, Jack Nielson, explains in a recent Alertbox Column that most users focus only on what interests them or what they expect will give them the answers that they need while ignoring the other content. Known as “Tunnel Vision,” this phenomenon can make the difference between click-throughs and deleted messages.
Let’s consider an example. You design a newsletter advertising your website’s 20 percent off sale. You include a headline, an image, a block of text that includes a coupon code, and a call to action that says “Shop Now.” Nielson’s usability research suggests that if you haven’t stated the coupon code in the headline or included it as part of the call to action, many subscribers won’t see it. It’s a phenomenon similar to banner blindness, where readers ignore portions of the screen that they think aren’t essential to the overall... Read more

Optimizing your email campaign for tablet users?

Posted by James Trumbly on June 26th, 2012 at 9:00 am

If you’re still viewing mobile optimization as the latest in email marketing design, you may be falling behind the times. Studies show that tablet users now account for a growing percentage of online shoppers, with tablet ownership almost doubling over the 2011 Christmas holidays. And not only are more people using tablets, but those same people are also spending more. A recent Digital Marketing Insights study conducted by Adobe Systems found that tablet users spend 50% more than their smartphone counterparts and 20% more than those using desktops or laptops. What does that mean for email marketers?

Even if you’re not ready to take action, now is the time to consider how tablets might be changing the face of email marketing. Just as we are all getting used to creating a mobile version of our email campaigns, the tablet market has begun growing, introducing a whole new dimension to both email and website design. The changes may be subtle, but they are worth considering in light of the lucrative potential of this new market.

Adapt your code for larger screens. You can create device-specific code that will help your mobile emails display properly on varying screen sizes, from a relatively small iPhone to... Read more