E-Mail : Think Small Screen

When other people see your design, do you hear, "Yeah, I like that! It looks just like ..."? If you do, then it's time to start over. The best design should be innovative and memorable. One tool that usually works well is thumbnails. Not refined little vignettes, but rough ideas sketched out quickly. Seldom is your first idea your best; usually it's the cliché. More often than not, it's idea No. 20 or 30 that has the possibilities for really good presentation of
the product.

Make It Easy for the Customer
Certainly, this list is not exhaustive. Redundant navigation; inclusion of an "unsubscribe" to avoid possible legal repercussions; being aware of the "page fold" on a Web site-these are among a few of the additional topics you will be juggling as you design your e-mail. The best result will be a combination of all these suggestions plus more, with a particular focus on the intent of the e-mail. It is the careful and thoughtful culmination of all these points that will make your design memorable and effective.

Larry Burditt is an assistant professor of interactive design at Central Michigan University. He can be reached at larry.burditt@cmich.edu.