Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Anatomy of an email

By Published on .

The folks at agency Babcock & Jenkins, Portland, Ore., do a hefty amount of email campaigns on behalf of its clients, in addition to emails sent on its own behalf. In this post, from the agency's Topical Thought blog, Colin O'Neill observes that telling a story within the confines of an email is a tough but interesting creative challenge. O'Neill says he's seen a simple structure emerging across the most successful emails he's seen, a formula that appears to work in getting recipients to take an action. In short, the formula is "like a movie," he says.
Most Popular
In this article: