I’ve mentioned it before but today is the actual launch of the Email Standards Project. Why is this important? Well this page explains it all. It’s just as important that marketeers can deliver their message consistently as it is for (potential) customers to be able to read and view the messages they want to read after they’ve given their permission to be contacted.
Archive for the 'html email' Category
As a provider of Email marketing (forgive the plug, here’s inspire:mail) we welcome the efforts made by Campaign Monitor to get standards support in HTML email. Hopefully this will take off and Microsoft particularly will take notice. You can sign up for the email standards project and even join the facebook group if that’s your thing.
At the risk of being labelled vindictive towards Ilva (probably too late for that) in their recent email sent last week there are several glaring mistakes. Remember the old adage “retail is detail” no wiser words can be uttered when it comes to the email marketing of your business. Here it is.
Firstly the whole thing is just one image, including the main text of the email. So when it’s received by someone with images turned off by default they’re not going to get any of the message apart from the footer box. You would expect some Alt text for the images but that’s non existent.
I forwarded it to my gmail account just to double check and here’s what happens (not much).
Then, to make matters worse the plain text version of the email is in Danish! Um …
Email is one of the best and most direct forms of marketing and with a permission based list you’re having a conversation with propects who’ve actively asked you to sell to them, although this example seems to support the widely held theory that email is the poor relation in some marketing departments. This is a main message to try and attract the crowds that are apparently lacking, I would have thought that it would be worth some proper code and testing before pressing the send button.
I love (especially today) Ikea’s idea of selling someone a kitchen through a valentine’s email. A bit of lateral thinking, a bit of effort with some recipes, a rich red kitchen and a couple of steamy robots and there you go. So much email marketing is uninspirational and has so little effort or thought applied to it it’s good to see something well thougt through and a link to a site that has a greate deal to hold the interest. Plus it arrived just before lunchtime so the food angle strikes home straightaway.
Food is the music of love after all, or is that the other way round?
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