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  • Amanda Russo

Make your creative work harder

Discover how our proven best practices can help ensure your creative performs

If you’re not seeing the results you’d expect from your direct response creative, you’re not alone. Crafting communications that stand out in a cluttered marketing environment, effectively deliver your message, and consistently drive conversions – all while living within your brand – is a complex task. That’s why many of our clients rely on us to help them drive the results and return on investment they need from each and every campaign.

We design creative proven to perform.

At Pragmatic, we develop what we call “performance creative.” Performance creative refers to communications with the specific purpose of producing measurable performance against campaign metrics – often including email, direct mail, paid social, and other trackable channels. Essentially, creative that drives action. And our expertise lies in developing communications designed to do exactly that – in a reliable, repeatable fashion.

We’ve distilled our collective experience into proven best practices.

Curated over years of market testing, our best practices guide our creative development. We take an objective approach to copy and design that leverages proven tactics and philosophies to ensure each communication generates maximum response.

At the very highest level, our best practices are rooted in the absolute necessity that in order to drive action, creative must …

Make the cut. For your communication to be read, it must first be opened (or viewed). That means subject lines, envelopes, and initial screens need to be compelling enough to stop a reader’s eyes. We know that 42% of emails are opened on mobile devices* – and when you think about it, what are you doing when you’re checking email on your phone? You’re in line at the grocery store. You’re walking to the car. You’re looking down from your favorite show. The point is – you’re distracted and you’re glancing to see if anything on-screen deserves your attention. So it’s crucial that your creative stands out.

Fight against a limited attention span. Once a communication is opened or viewed, you have a few precious seconds to get your point across – in a way that’s convincing enough to drive an action. The average time spent reading an email is 13.4 seconds.* And that time is even shorter for other digital channels as well as direct mail. In fact, it’s been said that the human attention span has evolved to be shorter than that of a goldfish. That means you need to prioritize the one thing you want your reader to know – because that’s all you may have time for.

Make acting easy. If you’ve effectively sold your reader on why they should click, buy, sign up, or learn more, it should be easy for them to do so. Your call to action is the second half of the story. Taking the next step should feel seamless yet urgent, regardless of where the reader’s eyes happen to land.

Put simply, performance creative demands attention, gets the point across, and drives the next step.

But developing communications that actually accomplish those objectives is far from simple. Each of our best practices is layered with nuance, guiding creative decisions from top to bottom so that every element supports the ultimate goal of generating response.

If you’d like to hear more about our performance creative capability and how we can help you get the results you’re looking for, please reach out.

*The State of Email Engagement, Litmus, 2019.


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