When designing and coding email designs, more often than not you’re forced into using your browser to render the HTML code you’re working on, and have to wait until you’re ready to test across multiple inboxes to find the per-client issues (looking at you, Hotmail, Gmail and Outlook 2007). Working towards that point is probably the most important in the development phase, as the better you create your base file, the less likely it is you’ll have to tweak and hack to accommodate those pesky email clients.
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Apple, are you listening? According to a survey by the EEC (Email Experience Council) and reported by The DMA, most retail email marketers (57%) are still sending image-only or heavy image-based email campaigns to their subscribers. Interesting considering the fact that image-based campaigns are known to trigger higher spam scores and reduce open rates based on their large size and, of course, don’t get seen if images are turned ‘off’ in the email client.
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As more and more well-known multi-national companies seem to be turning to email marketing for lead and customer communications, it seems that regardless of their huge budgets they’re overlooking some classic best practices that are crucial in getting their message delivered and acted upon. Subject lines, content, copy, and choice of ESP all play huge roles, but by sending all-image email campaigns to their subscribers, these companies are sabotaging all their pre-send efforts.
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Categorized in: Email Marketing, email design, quick tips