Three Simple (But Important) Steps for Evaluating Email Creative

Wacarra Yeomans

It takes all sorts of experts to launch a rock-star email campaign, and it’s crucial to have everyone’s eyes looking out for ways to boost the creative. Even team leaders without strong backgrounds in design or copy can effectively evaluate email creative to get campaigns into tiptop shape. Make these three steps part of your agenda before letting an email leave your desk (er, computer screen):
Step 1: The blurred-eye test. Open the email in the environment in which most subscribers will see it. Squint or relax your eyes so the creative becomes unfocused and blurry. Is it clear where the main message is? Without reading the copy or getting a crisp look at the image, can you tell where you’re supposed to click? If there’s ambiguity...

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