Designing for Email With Expert Visual Designer, Rob Knapp


Designing for Email: How to boost your click-through rate with design.

Rob Knapp, who is an expert visual designer, shares his best tips for boosting click-through through design.

In this interview we cover:

– Questions to address upfront
– How to approach email copy
– Email design guidelines
– Anatomy of a simple email
– Top 5 email engagement tactics

Enjoy!

More about Rob:

Hello. I’m a freelance Creative Director and Marketing Strategist living in sunny Phoenix, Arizona.

I have over two decades of professional creative experience in print and digital. Clients hire me to create campaigns, email templates, marketing assets, branding, websites, landing pages, print collateral, and more.

My style is bold, clean, and classic.

What’s my process?

My creative process is refreshingly uncomplicated. I believe the solution to any problem is present in the problem itself. So, I take care to fully grasp creative challenges without making assumptions or jumping to conclusions.

I ask questions and do my homework. I spend equal time analyzing the problem, uncovering solutions, and executing the design. My overall process is linear but I work in iterations toward the end.

1. Discovery

I fully invest in understanding your brand, business goals, objectives, audience, competitive landscape, and expectations.

At the beginning of your project, I’m a bit methodical with detailed lists and visual references. This research is vital for brainstorming and generating ideas.

2. Concepts

Once I’m certain that I understand your needs, I sprinkle in creativity, intuition, and imagination.

My goal is to present original strategies without leaning on shortcuts, personal biases, or old habits. Tangible ideas should support every developing creative decision.

3. Execution

I’m not going to say that execution is easy. However, the production process is a whole lot easier when decisions have meaning behind them.

While creating, I consistently revisit the discovery and concept documents to ensure that we’re always moving in the right strategic direction.

Here’s his Twitter: https://twitter.com/theRobKnapp

Here’s his website: https://robknappdesign.com/

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