The intended audience is business leaders in small to medium-sized businesses, based in Melbourne Australia. The goal of the email was to provide them with a ‘landing page experience’ and make a decision about whether they should attend our event, without having to leave the email.

Aesthetic continuity and message match between email and landing page (by the way, one of our broader marketing goals is to make IT services look sexy – but that’s another story).
Content that tells a story, evokes the imagination and offers value, rather than a sales pitch.
High attention ratio: 15 of 16 links in the body point to the landing page.
Utilities background images that gracefully fail to solid background colors (particularly in Outlook clients).
Mobile responsive (to a point)

View the Live Email

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