Creating E-maginative Email Ads
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David Dabbah makes an appeal for email marketing as an art as well as a science.
The essence of his argument is that a strong focus on formal and technical aspects like deliverability overshadows the importance of image creativity. So he urges marketers to apply more energy to the latter.
Not that he's suggesting you abandon your marketing perspective to do so, since he reiterates the importance of relating images to brand elements and messages, and reminds us of the value of testing different image creative to find what resonates best with your audience.
The essence of his argument is that a strong focus on formal and technical aspects like deliverability overshadows the importance of image creativity. So he urges marketers to apply more energy to the latter.
Not that he's suggesting you abandon your marketing perspective to do so, since he reiterates the importance of relating images to brand elements and messages, and reminds us of the value of testing different image creative to find what resonates best with your audience.
Permalink | November 10, 2006 |
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