In Anne Lamott’s bestselling book Bird by Bird, Some Instructions on Writing and Life she recounts a story of how her brother, aged ten at the time, struggled to complete a report on birds he had put off until the last minute. Her father consoled him by explaining that the task would only get done by taking it, “Bird by bird.”

Sometimes, when we look at our list of emails that need to go out, it can feel overwhelming. But we, too, need to remember to take it “Bird by bird,” or one step at a time. When you design your email intentionally, without rushing, you produce a better email–one that is ultimately engaging to your audience and renders correctly for viewing on all types of devices.

One way to facilitate the process is by creating a template, such as the one used by Hyde Park Jewelers in the three examples below. This template started from a custom HTML email campaign that tracked good results, and the digital marketing team liked the layout. Jason Meeker, Strategic Partner for RootedELM, took his custom design and converted it into a Campaign Monitor template. Jason continues to work with the Hyde Park Jeweler’s internal designer each week on coding and design recommendations. Since then, Hyde Park Jewelers has been able to save time on design and editing because their designer uses the layout specs to create the design assets and messaging.

Once your template is in place, take each email you create and put it through the checklist:

• • Determine the CTA: why are you sending the email and what action do you want your viewer to take?

• • Customize your template: each email should be unique with a variation of assets and content.

• • Test for rendering: just because your email looks good on your screen doesn’t mean it will look good in your customer’s inbox.

• • Test links: double check they work the way they should and link to the right URL.

• • Conduct an A/B split test: subject line, time of day or asset placement  – which version received the most engagement? Send to your remaining audience.

• • Monitor results: is the template still producing the results you need? Tweak before your next scheduled send.

Some of the best creative comes out during the holidays. In the spirit of the season, our team has pulled together a few emails we’ve admired over the past few weeks.

Below – Nordstrom Rack: The “Love, Nordstrom” campaign theme reminds me of warm feelings of a friendly Christmas Card. Each of their email campaigns have been colorful, eye-catching with clear call to action buttons. The theme is extended throughout the website for a cohesive online shopping experience.

Below – JCrew: When I opened this one morning it immediately drew me in because it made me feel like I was getting an exclusive scoop on a deal. The enticing graphic design featuring the bold bird kept this email simple, yet effective in conveying the message.

Below – Target: As a content writer, I’m drawn to any kind of clever play on words in the subject line.  This one from Target caught my eye, and even though I was not in the market for family pajamas, convinced me to click open. Subject Line: Our 50% off pajama sale ends in one sleep.

Below –  MOO: Moo is one of our favorite brands to follow. The content in this email is oh so original and let’s say spicy! The email design is clean, crisp and functional.

Well….that’s a wrap! Which one was your favorite? Our eyes will stay peeled for even more exceptional campaigns. Please send us any good, or even bad campaigns, that cross your inbox.

Happy Holidays!