Attention spans are shorter, inboxes are fuller, and decision-makers are busier than ever. This means that communication isn’t just about looking good—it’s about making an impact, fast.
The Problem: When Form Gets in the Way of Function
A technology client recently came to us with a challenge. They had redesigned their newsletter—a primary channel for engaging hundreds of sales partners—but engagement was plummeting.
The issue? The visuals looked great, but the content wasn’t working. Readers struggled to navigate the email, key information was buried, and instead of driving action, it was causing frustration.
The Fix: Prioritizing Function, Not Just Design
Modern communication needs to be clear, scannable, and actionable. Here’s how we transformed their newsletter:
- Less clutter, more clarity – We shortened the email, highlighting only the most critical details.
- A better user journey – We created a microsite where all supporting details were well-organized and searchable.
- Content that works for today’s reader – We optimized for mobile-first reading, making information easy to absorb at a glance.
The result? Increased engagement, better response rates, and a communication strategy that actually works.
The Takeaway: How to Communicate with Today’s Decision-Makers
What worked yesterday won’t work today. If you want your message to land, keep these best practices in mind:
✔ Brevity wins. Cut the fluff. Get to the point. If it takes too long to read, it won’t get read.
✔ Make it easy to scan. Use bullet points, headers, and bold text to guide attention.
✔ Think mobile-first. 80%+ of emails are read on mobile devices—if it’s not readable on a small screen, it’s already failing.
✔ Use layered communication. Give decision-makers the most important information first with an option for a deeper dive if they want more.
✔ Drive action. Every piece of communication should answer one question: What’s the next step?
Modern decision-makers don’t have time for noise. If your communication isn’t clear, direct, and engaging—it won’t work.
Does Your Communication Need a Refresh? If you’re looking to make your marketing, emails, or content more effective, let’s talk.