Research and Discovery
With a short timeline, and not much of a budget, we could not do proper research beyond deeply looking at CADM’s current communication materials, email best practices, and good examples of email newsletters sent by organizations and companies.
CADM had three emails they normally sent:
- Newsletters highlighting upcoming events and a drive for membership.
- adMarks emails highlighting content relating to the industry.
- Yearly emails highlighting their annual Tempo Awards event
At the time, CADM’s emails were a simple setup of a logo at the top, and simple HTML text with headers and paragraphs. Both my Creative Director and I felt that the client would cram way too much information into their emails, in many ways make said emails do the work their website should be doing.
Our research showed how much average recipients wanted to quickly scan an email, so one of our priorities was to try to trim down the content, or at least organize it in a manner to build that easy scannability for the end user.