For the second time in as many weeks, I have found myself talking to business owners about the lack of care they have been shown by their agency. I’m pleased to say neither related to projects we had delivered!

We send a variety of email marketing for various clients. Recent activity has prompted questions about ‘open rates’ and ‘click rates’ and what constitutes a successful campaign. ‘Open rates’ are expressed as a percentage of emails opened from total emails sent. ‘Bounces’ are different kettle of fish which can be discussed at greater length another time.

Although similar in terms of principle and process, there are different rules that should be observed when designing for the web as opposed to designing for print. These new rules came as a bit of a revelation after 10 years of designing with printed media in mind. Luckily, team moresoda have been on hand to gently suggest how I might better change my mindset from print to web.