Work In Progress _v2
Date: September 13, 2016
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“Less is more”

The old adage applies to oh, so many things. Including emails.

We all know that people get more than enough of them in one day. Hence, the time we have to catch their attention and get them to take an action is short. In this post, I’ll walk you through my process of designing and tweaking a recent event email.

When I got the copy for this email I could see that it was going to be long. (And to be fair, the editors are writing in Google Docs, not directly into the email, so it is a little hard to see out of context.) This is where I come in. I start by re-flowing the copy into the email template and then take a step back to analyze.


First, the header: ‘Introducing The New ABM In Action Track AT B2BMX’. “Introducing.” “New.” We can assume this is something the user hasn’t seen or heard of before. Got it.

Next, the statistic: More than 70% of B2B organizations are running ABM-specific programs. Perfect, something to grab the users attention.

Then, the hook: We’ve added a track at our conference dedicated to this shift in the market. Even better, attendees can learn about this if you attend.

At this point, I’m interested. I want to learn more. However, instead of directing the user to the website, we continue on. This section feels like it could be a separate email. Perhaps a follow up to this initial introduction or, on second thought, a follow up to those who opened the firs email but didn’t click.

I digress. The email continues on, talking more in-depth about the track, we promote our summer discount and finally the user gets the ‘Learn More’ CTA. This is where I think ‘less is more’.

So, I did took a leap of faith and did some cutting!


Again, the grey section of the email felt like an entirely new blast, so I took it out. My hope is that people are intrigued by the short, to the point email.

In order to be clear, I separated out the two messages. The main message: we added a new ABM track to the conference, learn more. The secondary message: register now for summer pricing.

I also made a subtle design change to the header, adding an angle. If you were to visit the C2C website, you’d notice this same treatment being used on the header there. The adjustment helps to tie in branding and gives the email a little facelift!

Before testing (and blasting), I went back to the edit/marketing teams and explained why I made the changes I did. Fun fact: people tend to be very supportive when you explain what you’re doing, and why you’re doing it!




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