Often email messages in a B2B environment are set up quite seriously. Freely translated you can just as well say boring. Today we put up an example that does not meet the stereotype, to the contrary even. Trello is a web based software to share and assign the necessary to do lists in your own organisation, in your private life, on team level or even externally.
This email message was sent to existing freemium users, that need a little help to switch to a paid version. Trello has opted for a colourful happing where tips are mixed up with the announcement of new extensions.
1 The opener of the email message is as the book prescribes these days. One single sentence to seduce the reader to a web based email client. Also look at the content of that one phrase. No sales slogan, but only the table of contents of the newsletter. The subject that appeals the most – we read from left to right – is the first. But if you look at the email itself, then this comes last. To make sure that the reader scrolls to the end, this will be the adagio. The logo is rather minimal and even neutral in colour. This ensures that the next block is highlighted even more.
2 Here they get straight to the point. Blocks are used to build up to do lists. So the blocks are put centrally. You can better build up lists by reacting to the offered mission. For now, a starting point is made.
3 Then five elements follow in a row. They are build up similarly in terms of layout. A drawing at the left side, a title in bold to indicate the subject and two lines of explanation to end up in call-to-action immediately after that. And this five times in a row. When you put the message in the middle of your screen and you take a few meters distance, then it appears as a bulleted list. And that reads fluently, even if one is not very attentive. Only they have spread it out over five items. Short, clear and powerful with the titles that serve as coat stands.
4 Here is the gimmick of the day. If we talk in terms of blocks, then we are implementing the frisky element with that block. But next to the friskiness, there is the connotation with the Danish block. Unconsciously, every adult is watching this block. The attention is attracted. Since the patent of the Danish producer has expired, this is possible without any judicial issue.
5 The end of the message is near. You see that the first announced message is the last one in the row. The reader has moved downwards while searching. The second striking thing is the extension of the gimmick. No more loose bricks, but a wall instead. A wall of bricks like the five blocks in this message. Did you notice that each brick has its own colour and that they return in the wall? A wall such as the to do lists of Trello, that the user is building. Luckily, it’s no mirror!