Learning of our specialty in newsletters, MoveOn.org
came to us for a new email design. The liberal-rallying powerhouse needed a fresh take on their look and feel to spur more user engagement and click-thrus. However, because MoveOn has such a broad audience, the constraints were many. The email had to use few-to-no images, flexibly expand to nearly any amount of content, and translate across nearly every single email client. Fortunately, we love a good challenge.
We presented MoveOn with a few different options, all displayed here, to streamline their design and punch up user engagement. MoveOn wanted to maintain its standard letter-like approach, so we ran with it, working within the Dear John layout to present lengthy information in a more skim-friendly format. In order to help MoveOn up reader participation, we emphasized the branding more prominently and gave new weight to calls to action — for donations, petitions, etc — by blocking them out with simple color and texture treatments. We also incorporated new options for users to "share" their enthusiasm for MoveOn's message via Facebook and other popular sites.