Anatomy of an email

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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.
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