As an experienced e-mail campaign designer, I worked with a client (a sales professional) on an e-mail template to go out to his software & hardware business leads. We discussed his goals, the imagery, message, audience, and more.
I created various drafts for him to review, with high-tech imagery and modern stylish grey & navy blue colors that matched his website. The content was friendly, approachable, tech-savvy and informative.
Client: The designs look good. I’m just going to play around with them to make a few changes.
Since I was busy at the time, I decided he could do what he wanted with the templates I created.
Client: Check back in a day or two.
I checked back in a couple of days.
The client changed the font in various places to bright Christmas red, black, and bright 80’s neon green. It wasn’t the holidays.
He changed the modern sans serif font style to Times New Roman. He changed the text on various places of the e-mail to repeatedly say “BUY NOW” “GREAT DEAL” “CALL US TODAY” “LIMITED TIME ONLY.”