Creative Agency

Email Design that Generates Better Response Rates

Paramount has access to a team of creative directors, graphic designers, copywriters, and usability experts who specialize in optimizing your email design, content, and functionality for better results. You can trust us to handle your email design needs along each phase of the customer lifecycle, from creative strategy to more effective sign up forms to dynamic content templates to transactional messages. Or, you can simply request an email design review and we'll make sure your own team's creative complies with W3C standards and current best practices for HTML email.

The Challenges of Effective HTML Rendering

Customers look at your messages using a plethora of different email "viewers." Folks in our industry call these viewers "email clients," and whether they are web-based email clients (Hotmail, Yahoo!, etc.) or desktop email clients (Outlook 2007, Eudora, etc.), they all render your HTML according to their own set of rules. To complicate things further, 26% of online customers surveyed by MarketingSherpa view messages in their email clients' preview pane and as many as 59% routinely block HTML images.

How do you preserve your brand integrity and improve response rates when facing so many rendering challenges?

One way is to research the unique rendering characteristics of leading email clients, then code your HTML in a way that will "play nicely" with each of them. But keeping up with changes across multiple email clients can be a full-time job. And many times, when online retailers choose this path, they end up with HTML templates that reflect the fact that they took a "lowest common denominator" approach to their email design — the creative looks generic and it doesn't provide the functionality today's online customer expects. But it's a mistake to assume that you need to sacrifice great-looking, user-friendly creative so that your emails will render properly across every top email client.

HTML Email that Looks Great and Performs Better

A better approach is to work with a creative team that does the homework for you and knows how to maintain creative integrity while achieving consistent rendering. In fact, a 2007 research study conducted by the Email Experience Council showed that using a professional company to create or optimize HTML email templates for proper rendering across multiple email clients "helps to increase response up to as much as 87%."

The Paramount Creative Agency Can Help

Top online retailers engage the Paramount creative agency because our team is highly professional, our process is streamlined and clearly defined for greater efficiency, and our work is recognized as among the best and most effective in the industry. Additional creative services that can help you save time, strengthen your branding, and improve the results of your email campaigns include:

  • Email Concept and Design
  • Copy Strategy and Development
  • User Testing
  • Champion/Challenger Optimization
  • Interactive and Viral Campaigns
  • Rich Media Components