Create Stunning HTML Email That Just Works

Chapter 2Planning an Email Campaign

How hard can it be to design and build an HTML email, really? I mean, even my mom can send emails (though she still has some problems with the caps lock key).

Sending emails may be easy, but running an email campaign that delivers the desired results can be a lot more complicated. Using a simple planning process, we can build a solid base from which to design, and save ourselves a lot of time and hassle. In this chapter, we’ll go through the all-important planning phase of an email campaign. Then, in Chapter 3, we’ll work from that plan to create our email’s design.

Planning Is Essential

As designers, we might consider the planning phase to be outside our scope and handled by the client instead. Often a client ...