IBM approached TheFrameworks to help create an e-mail campaign that would increase sales by targeting Line-of-Business (LOB) executives.

IBM asked us to look at the available research into understanding how people view marketing assets in order to be able to create an e-mail with optimal design options, including eye-tracking and heat-mapping. Based on this research, we also assessed the best positions for all ‘call-to-actions’ to increase views and click-through rates for the mailer, while creating a layout that comfortably flows through the communication and avoids distractors which hold up the intake of information. Other considerations were formatting within the copy, placing the call-to-action in multiple places throughout the e-mail, especially above the fold, and using personalisation. We also avoided the use of images not relevant to the copy, excessive scrolling and design inconsistency between the e-mail and landing page.

The e-mail was a follow-up to the Viewpoint Newsletter, for which the aim was to drive recipients to ibm.com to view and download the full version. The e-mail campaign was implemented using IBM’s ‘Stop talking, Start doing’ look and feel, for which we created attention-grabbing headlines.