Today, I slammed on the brakes. I almost hit the car in front of me. I was trying to read a new billboard on my way to the office. Since it had way too much information, it was written in a really tiny font, so I needed to pay attention to the ad for a little too long. I even tried to take a photo to get the URL. I knew I wouldn’t be able to remember such a long small string of letters after the www. Was that one ‘t’ two ‘l’ a ‘s’ at the end or not?
With so much going on, using a billboard really wasn’t the best way to get the message across. Billboards require something obvious. Blatantly obvious. Something to quickly to look at, read and remember. Unlike a newspaper ad where you have plenty of time to decipher the message while drinking your coffee.
I feel the same way when I receive an email containing only one big image. Even though I understand the company owner might be very proud of its PDF flyer and wants to make the most of what he paid for, sending an image-only newsletter is among worst things you can do: (more…)