E-mail Marketing: Herschell Gordon Lewis on E-mail Creative, Part I: Design and Marketing

In a series of workshop sessions during the DMA06 Conference in San Francisco this week, creative and copywriting guru Herschell Gordon Lewis, president of Lewis Enterprises, delivered numerous tips about design and marketing in e-mail messages. Below are some of the most noteworthy pointers.

* Look for a rationale that matches what you’re saying and to whom you’re saying it. Sometimes sticking in graphics when your recipients’ computers won’t accept those graphics is a problem, Gordon Lewis said.