For many years I’ve been designing pieces for digital marketing “blasts” (as I like to call them.) I guess you could say I began designing them long before the practice became popular. My clients were looking for a new-age way to instantly connect with clients without having to drop a ton of cash on a print marketing campaign.
These “blasts” were particularly popular with my music industry clients. I created e-newsletters for several film & tv departments of major labels who were looking to engage their clients and allow them to listen to music with ease in hopes of landing that next big film trailer or commercial spot. These labels always did quite well, usually making several sells off each newsletter simply because the music was at their clients’ fingertips. This was not yet a normal practice for labels and so clients found it exciting to receive these blasts loaded with new music in their in-box.
Now times have changed and many businesses have jumped on the e-marketing bandwagon. As a result we find ourselves inundated with blasts day in and day out, completely junking up our inbox. I “opt out” of one almost every day. Some of these companies even send multiple blasts a day, and after I while I imagine that would drive anyone crazy. So, now that everyone is shooting out these mass marketing emails, how can you set yourself apart and keep your message from going straight to the trash bin?
“Keep it simple stupid”
I’m betting you have heard this phrase more than once? I have!! Simple is best, especially when you are trying to grab someone’s attention on the fly. Think about what your potential client is likely to be doing when you blast out your next marketing message. If you send it out during the work day then you know they will be busy, so make sure the design is clean and simple enough that the viewer can get the gist of your message within the first 5-10 seconds of viewing the email. DO NOT bombard them with information, but design the blast with small excerpts that can be clickable if the viewer wants more information.
Design is everything
A clean and simple design is key, but it must look GREAT too. Another important way to set your blast apart in your viewer’s inbox is to look clean and look great. Great design will get you noticed, especially if it conveys a clear message in a very clever way. Remember, you want the design to be visually appealing so that the viewer is drawn in and wants to learn more about your services.
Don’t rush it
When I receive email blasts I can quickly tell which ones were slaved over to convey the right message and which blasts were haphazardly thrown together. You can bet if the sender hasn’t taken the time to craft their message I’m not going to take the time to read it. A good design isn’t great unless it conveys the message you are intending in a very clear and clever manner. This means time must be spent crafting your message, as if you were working on a larger marketing campaign. Before you dive into e-marketing think about the message you are wanting to convey and realize that you do not need to throw your entire idea into one blast.
Tell a story in a series
A series of blasts crafted to build off of one another will work best because it keeps you in front of your potential client on a regular basis. This is not to say you need to be blasting out emails on a daily basis, just do it regularly, building upon your message each time to help reinforce your brand to a potential client. Who knows, they just might remember you when they are in need of your services!



































