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Don’t focus on the words to the exclusion of the music ...er, visuals; as with most things, balance is best. Only in fairly unusual cases would you send your prospects an all-text, no-graphics nurturing email. Most of the time, you’ll want to send one that is visually appealing, with graphics that support both that specific email’s copy and your company’s ongoing branding. For many B-to-B's, this can be a challenge; the design resources they have (if any) are usually sufficiently tied up doing brochures, the annual report and other worthy tasks. For eMagine, it’s pretty much another day at the office; we have the expert designers on staff anyway, and this work is really fairly similar to website design, which they do all the time. Our people actually look forward to doing client emails because of the high level of craftsmanship required to do them right. Much like a website homepage or a print ad, you need to get a lot of messaging across in severely limited space... some of it with words, some of it with pictures. Design can’t just be along for the ride... it’s got to actively convey some of the message. Our people love this sort of challenge, and they’ve become very good at meeting it. So why not just... Call on the experts... ask eMagine to do your next e-mail campaign for you. We think you’ll like both the results and the time it will free up for your other tasks.
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