I have the pleasure of working with some truly talented people. But just because you’re good at designing crisp logos or iconic product packaging or gorgeous posters doesn’t mean you know a thing about designing for direct marketing. It’s completely different. And lately, I’ve had the dubious pleasure of having to tell some of my most talented colleagues that they stink at email design.
Designing direct marketing emails as if they are magazine inserts will give you lovely emails that depress response by 45% or more. At least, that was one of my more dramatic test results, your experience may be different. Before you fall into a pit of despair upon seeing the latest glossy-but-useless design, here are 7 rules to share with your colleagues.