The art of "chopping" in the creative "postal" way of EDM

Objective:
e-mail marketing success or failure of the first step is creative, creative is fastidious style, but no matter what style, must meet some constraints. These conditions determine whether the creative can attract the recipient to read and bring the desired marketing transformation.

"Chop"--in the clip image to do "subtraction" is to adapt to the second-level e-mail media response characteristics, in the moment to seize the heart of the recipient, and let the recipient immediately produce the expected psychological activities.

Case: "Cut map" not to be self-defeating

Figure I

In the Bliss EDM, the view point is "headless human body", "4 Products" and "30% off", more complete interpretation of the "slimming" value proposition, but there are some obvious defects. "Headless human body" will make the recipient of the psychological resistance and thus does not help let it immediately into the role, resistance is a negative psychological process is not suitable for promotional mail. Headless human body "in front of the" 4 products "scene to help let consumers" feel "to the product's selling point of no hesitation, this selling point through the" 30% off "feature further enhanced, this is the most successful message. However, color block collocation, lively warm-coloured blocks occupy too much space, the promotional description and action of the transformation part of the position and the prevailing mail interaction habits do not match, to consumers with frivolous and messy first impression, which does not help the establishment of trust. The location of the conversion operation point is not appropriate, and further reduce the enthusiasm of consumer feedback.

Case study: Using the "mesh clipping method" for the main feature

Figure II

In Figure two, Jimmy Choo's EDM, 3 images show the combination of wallets, sandals and legs from different angles, immediately arouse the impulse of consumer experience. Then, in detail, every photo has a grid set, at the grid boundary, the model's legs are trimmed to highlight the image of the shoe in the edited image, so that consumers will not focus on the "cut" part of the photo, wiping out the consumer's resistance. Good to achieve the display and declaration of the purpose of the mail marketing.

Case #3: Infect your recipient with the "emotional common law"

Figure Three

In the EDM of figure three coach, the main character of the publicity is the bag, the model's head is also "cut" to the part, but such a clip rich "open" feeling, the model face smile provides a common happiness with the recipient, to the recipient of some emotional infection.

Case #4: "Close-up editing method" to form the impact

Figure Four

In Figure four, M.A.C's charm of an EDM, show the image of two different faces in the clip, highlighting the two major parts of the lips and eyes, through the right close-up of these two pieces, showing a nearly complete female make-up makeup, will m.a.c charm can be a product performance is eye-catching. Because the color uses little, the white is big enough, the visual impact is the strongest.

This article post: Ding Ling Irene Ding Author: Cheijin Jay Xie

About Cheijin:
Cheijin joined the Web power as China's regional director in early 2005 and officially served as China's general manager in 2009. Cheijin long-term commitment to promote http://www.aliyun.com/zixun/aggregation/8805.html "> E-mail Marketing in the domestic market standardization, standardized development. His work experience across the field helps him to objectively understand the great potential of the email marketing industry and accurately forecast the development trend of the email marketing market. In a short span of five years, he brought the web power China to the "double first" position: brand first, market share first, has been recognized as the industry's first Chinese commercial mail industry experts.

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