Postcard
The postcard design's main goal is to get viewers excited and pumped for Armin Van Buuren's new artist album, Imagine. Another goal was to get people to actually attend more of his events. The other goal was to notify viewers about his upcoming events and where he's going to be on tour over the coming week or so.
The first goal was accomplished by having the focal image of the email as a large version the CD cover for Armin's Imagine album. The cover itself is a very powerful image and before it was even released, everyone began associating that image and that pose with Armin. To further draw in viewers and to pull that last thread on those that are skeptical about Armin's performance, the first heading of the content area reminds viewers that Armin is currently the #1 DJ in the entire world.
Another way to draw more viewers into learning more about "Imagine" and making them want to go see him live for a chance to hear these tracks first hand was by having Armin's explanation for the concept and feel of Imagine included in the newsletter. He goes on to explain about how it has the feel of classic trance with a 2008 sound. This, however, is a double-edged sword because some viewers liked the classic trance sound and some hated it.
Notifying the viewers about upcoming events was easy. I simply included a table of tour dates, locations, and where to buy tickets or learn more about the events right in plain sight after opening the email.
Newsletter
The main goal of the newsletter was to let viewers know a little more about Armin and his career and give them further information for all of his music. Another main goal was to show viewers what they'd have a chance to experience if they were to see Armin live.
I included a fair amount of content about Armin's career, such as one of the main releases included on Imagine and info about his radio show, A State of Trance. Information about his standing in the DJ rankings was included for those skeptics.
In the sidebar there are five of his upcoming tour dates included. Also, the tracklist for "Imagine" is included to show people the diversity that's included on the album (because of the wide array of vocalists).