Archives for July 2010

Why would you send this?

Here is a great example of poor email marketing.  There is so much wrong with it, I don’t know where to start.

Let’s look at the sending email address.  Nice of them to advertise Pure 360 as their email marketing provider!

Subject line is OK, but they’ve missed the opportunity to mention the Open, which finished yesterday…  And how about mentioning the winner, or something else related to Golf?

Then you look at the message, or lack of message in this case!

poor email example

Not very clever eh?  Just push the images to the bottom of the message, if you really must include them and put your text at the top of the screen where it can be read and recipients engage with the text.  Once a recipient has read something from you, they may feel inclined to download your images…

Lucy lost her wedding venue when it went bust. Can you help her find another?

I’ve had a long history  in the events industry, most recently promoting a range of unusual and unique venues.  So when I got this email, I wanted to help.

Lucy has lost her wedding venue when it went bankrupt, so can you help her find another one?  This is what she says:

Hi Simon,   I wonder if you or your team could help a bride in distress, we recently discovered that our wedding venue has gone bankrupt. The date is set for 4th September with 100 guests invited to a country house wedding in Dorset, in a big house which roof and ceiling has just been reinstalled by the best roofing company, you can get More Info about it online.

We would love to find a venue that can accommodate the same with 40 staying over.   We are looking for a venue anywhere in south England/London that is available on the 4th September.  Ideally we want something special or a bit different.

Do you know of anywhere that may work that is available on 4th September?  If so, please get in touch with Lucy on lucykane@icqmail.com.

Please also forward a link to this blog onto anyone that may be able to help Lucy.

Thanks, Simon

Email marketing just got harder… or easier!

When we talk with clients initially one of the key points they bring up is to ensure that their brand is fully “implemented” into their email marketing programme.  This often involves including multiple images, background colours, etc.

Our view is that this is a waste of time.  Email is designed to communicate a message from individual to individual and the most successful campaigns are those that emulate this personal one to one style.  Branding the email immediately marks it as “promotional” and something to be treated with suspicion.

So, when I received the message below from CommuniGator, I saw it as good news and a vindication of our viewpoint.

From CommuniGator:

When Outlook 2007 was released by Microsoft one of the most significant changes was the switch to using Word as the email authoring tool over IE. In Outlook 2010 Microsoft has affirmed its stance that the users ease of composing professional looking text based emails outweighs the rendering of received email, created using alternative email clients, specifically those written in HTML and containing CSS. Microsoft has stated that it currently plans to continue using Word to render HTML emails and it seems, on initial inspection, that HTML support in the current Word engine has not been improved in any way.

So, what does this mean for the email marketer? The below summarises HTML/CSS functions that are no longer supported;

– Animated Gifs

– Flash or Other Plugins
– CSS Floats/Positioning
– Use of images as bullets in unordered lists
– Background images
– Forms
– Background colours
– Alt tags

In short, you can expect the rendering of all HTML email communications to suffer significantly as a result of the changes.

You may be thinking this is nothing new, as Outlook 2007 has been around for a while, but well over half of MS Office users are still using the 2003 or even earlier versions. It is also worth nothing that over 8.6 million users have tested the beta version of Office 2010, more than 3 times the number of any previous version, suggesting a much faster adoption rate and a large number who are planning on making a jump from 2003, straight to 2010, probably at the same time as upgrading to the new Windows 7 operating system.

Thanks Microsoft 🙂