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May 8, 2006 :: Volume 2, Issue 4
Next Issue: May 2007

A Strong Creative Brief Optimizes E-Mail Marketing

Posted by TimSlavin at November 7, 2003

"Creative briefs (as I'm sure you're aware) aren't unique to the online world. They've been used for years in offline marketing because they're a great way to focus a creative team and increase the chances of creating a first draft that meets business goals. That said, it's surprising to me they aren't yet standard operating procedure for online marketing." For me, they're SOP for websites in general and website copy in particular. Great article and ideas from ClickZ. (MarketingProfs has a similar article, How to Write an Award-Winning, Sales-Kicking Creative Brief.)

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