Creative is an important part of any email campaign. Creative refers to the copy and design of your email — in other words, what it says and how it looks. While the copywriter and designer are responsible for these, the ultimate responsibility lies with the marketing manager or other person in charge of the campaign.

You can’t expect the copywriter and designer to develop great creative unless the marketing manager has provided a clear blueprint outlining business goals, supporting documentation, and his or her “vision” for the email message. Too many companies don’t understand this. The old garbage-in, garbage-out adage applies here. Read More →

Happy Throwback Thursday! This article, which I wrote, was originally published by ClickZ in January 2014, but it’s still highly relevant a year later. Enjoy!

If you’re looking for great email creative – copy and design that will motivate the reader to the action you want them to take – you need more than just a copywriter and a designer.

Recently, a colleague of mine shared a column I had written for ClickZ back in 2007 with our internal consulting team. It’s about giving more effective creative feedback. The article is an oldie but a goodie, but reading it combined with some conversations I had with a potential client made me think that best practices for working with creative teams warranted another pass. Read More →