Monday, March 26, 2012

Performance Design : Part 1 : Mailer Design

Ever wondered why a registration page design is the way it is. Why certain times a advertising mailer in you mail box has a certain format. 

I will try and make design decision easier for you w.r.t digital marketing collateral being designed by you for a performance campaign. 

First Off the block is "Mailer Design".

Why am I choosing mailer design, because in India this tends to still work the best when it comes to performance campaigns. 

Based on experience , here is my take on it.

Name : " The Data Gen" 


The above Wire-Frame has been used as one of the most effective form based mailer schematics. This type works best with lead generation campaigns.This design gives the user visual information and a brief description about the offering before showing any inclination to fill in the form .
-----------------------------------------------------------------------------------------------------------------
Name : "Footer Shooter"...


A very interesting wire-frame, this design enables the user to go thru all the details in a very detailed manner. I had recently seen a mailer by a real-estate company that had used this wire-frame. The Most interesting part of this mailer design is the simplicity of the mailer and also the user does not have to scroll all the way back up before filling in the form.

-----------------------------------------------------------------------------------------------------------------
Name : " Deal-a-rator"


The new entrant in the mailer design format, specially with the entry on the deal sites. The user gets the deal of the day and an opportunity to get registered & avail the offer instantaneously. Have seen some very interesting results with this design implementation.
-----------------------------------------------------------------------------------------------------------------

Name : "Smart eCommerce"


This is one mailer design that has been abused by eCommerce sites to the core. One way this can work is, if the user interests and buying data can be integrated to the mailing system.This will enable generation of email specific to the user resulting into better response. 
-----------------------------------------------------------------------------------------------------------------

Name : "The BIG Daddy"

Similar to the one above, the only difference being that this one should be used a little less frequently. This design should be used for a very very special offer or coupon code distributions. Typically a little heavy on the delivery side, so optimize the images in this implementation.

-----------------------------------------------------------------------------------------------------------------
Name : "The Flyer"



Interestingly this format works best for destination Marketing & Holidays, as this is totally about the visual delight, nothing more... nothing less.Usually take the user to a page where more information is displayed.

-----------------------------------------------------------------------------------------------------------------
Having given some design aspects please also look at technology before sending out mailers. 
  1. Check your spam score regularly.
  2. Get white-listed servers for doing mailing.
  3. Get a third party tracking solution for get open rate / click thru and conversions. 
  4. Map user interest based on clicks and visits on the site.
  5. Use your Facebook & Twitter connect logos @ the bottom of the mailer enabling one more medium to connect to the user.
Note : 

Optimize your mailer on the screen resolution based on the screen size available in the email service providers mail display area. 

Eg. 


Hope you have a great time
Happy mailing. 
 





1 comment:

Bose said...
This comment has been removed by a blog administrator.