I have created over 150 individual marketing newsletters for Hoehn's eight different brands. These newsletters boast an impressive opening rate that averages around 45% and are one of our largest sources of site traffic after organic and paid search results.
Designing promotional newsletters every month presents me with numerous challenges and ongoing questions, including:
Q) How can I push the limits of each newsletter to make it visually exciting while working within the strict constraints of our CRM's document creation tool?
A) I utilize all potential tools, including animated GIFs, tables, HTML styling, and custom creative imagery generated in Adobe software. However, I must be careful to balance imagery with plain text to limit potential blocks by spam filters. I also utilize a tool called Stripo which allows for quicker development.
Q) How can I improve the customer's experience?
A) Responsiveness across devices is key. We cater to a diverse group of customers and need to ensure the email is readable across devices through text size, and optimization for devices set in "dark mode".
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