Gallery

2 Comments

1. Robert Lincolne
   January 22, 2009 9:39am

   Yeah good post I agree.  Actually, this is something we’ve been working on with our clients to develop for the past six months or so, as often there is significant ‘content creep’ despite our early instructions in a relationship - often to the point where they’re trying to cram lots of info into a lengthy email, causing users to switch off when accosted with the overwhelming content.

   In the above example I wouldn’t be surprised if many people scan down the left to see if there’s anything of interest and don’t regularly pull their socks up and dive into the main body text.

   Anyway, we’ve found strategies like this combined with writing ‘scannable’ copy (newsletter above could do with a dose of this)  help them publish medium-appropriate content and engage a greater number of recipients effectively.

2. Chris Johnson
   January 22, 2009 4:56pm

   Thanks for the mention!

   This is actually the second email & website I’ve done for a client that was adapted from a longer newsletter (this was the first).

   Both projects were born out of budgets strained by the global recession. These materials were traditionally printed but now email seemed like the more cost effective route. In these cases, the clients had prepared the content for the newsletters far in advance of actually making the decision to send them as emails.

   I’m happy to report that both clients were immediately receptive to the idea of sending out abridged emails that linked to the longer newsletters.

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