First off, we just want to say that we’re over the moon about InVision’s emails. InVision positions itself as a leader in the web design space, and these emails carry that banner confidently. They’re beautifully assembled and on more than one occasion have actually left us slack-jawed with “how the heck did they do that?” goosebumps. No hyperbole here; I still don’t know what’s happening with that confetti, but I want it.

One aspect of InVision’s marketing strategy that shouldn’t go unmentioned is that they nail the tone of their communications. We never feel used or tricked; these emails exude class and real value behind all that gorgeous HTML glitter.

When I talked with Clair Byrd, interim Vice President of Marketing and Director of Content at InVision, she shared a sort-of unofficial mantra that guides the InVision team. It’s pretty simple, and let’s just say we’d love to see it on a t-shirt: “Don’t be gross.”

While there’s certainly a lot more to making an email good than an absence of grossness, it’s a pretty damn good baseline. Clair spoke with us to share more about how InVision defines, avoids, and debates notions of grossitude.