Archive for the ‘Email Optimization’ tag

Victim #4: Send me relevant emails

If you’re following this series (#FAIL in the categories to the right), you might pick up on the fact that I subscribe to motorcycle websites… I ride a sport bike. I buy sport bike accessories. I indicate that I ride a sport bike in my subscription preferences. And I don’t click on anything else but sport bike emails and links. Despite all this intelligence I’m giving them to cater to my interests I continue to get off-road emails and I’m unsubscribing.

This email is from a brick and mortar that moved online and still doesn’t completely get it. Cycle Gear.

Takeaways:

1) You could get me to enable images if you sent me relevant emails with live text I could see that compelled me to enable images.

2) I’m not a design critic but this email screams print designer that doesn’t get it. (See below)

3) Condense the share icons to mini icons and stick them towards the top.

4) Do everything in the previous posts in this series.

5) Send me relevant emails. Send me relevant emails. Send me relevant emails.

Images disabled:

Scroll way over to the right because height and width were not set and see what you find:

Images enabled:

Lower half of email with images enabled:

Posted: April 19th, 2010
at 10:05am by Rob Van Slyke

Tagged with , , ,


Categories: #FAIL

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Victim #3: Heard of auto-preview in Outlook?

Yet another email in my inbox that doesn’t perform with images disabled. This time it’s Thompson Cigar. Love ‘em but their emails are annoying. With a couple of tweaks they could improve their email response rates.

Take aways:

1) Nice effort to lead with text in the top left but test it and see what happens before sending. The auto-preview actually shows two image calls <img src=”…”> before the text offer. See below.

2) (two camps here) I say drop all the administrative text at the top. At least check to see if anyone is using it and then decide. What a mess. Some people say it’s necessary. I say it interferes with the primary message / call to action.

3) There are important calls to action in the images that are disabled. Change it up…

Here is the auto-preview in Outlook. The last stat I heard is that it is used by approximately 25% of those who use preview panes, which is about 60% of email recipients. See the two image calls before the offer that may have generated interest if one could find them:

The auto-preview pane is used by approximately 25% of those who use preview panes

The preview pane isn’t much better. The offer is really small and the rest is administrative text or images.

The preview pane is used by 60% of recipients. 50% of which will not scroll or enable images before deciding to act or not on the offer.

With images disabled there is very little live text to act on and important calls to action are missing.

Very little live text here to act on and important calls to action missing.

When you enable images, you see important links like forward, share, email-only deals, and a new feature – the Daily Deal.

When you enable images, you see important links like forward, share, email-only deals, and a new feature.

Posted: April 15th, 2010
at 2:06pm by Rob Van Slyke

Tagged with , , ,


Categories: #FAIL

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Set the height and width of images in emails

In my series of demonstrating what not to do in email marketing, the next victim is CrackBerry. I love ‘em. I go there weekly but this is basic stuff. I have to share.

Takeaways:

1) Set the height and width of images in emails and get your message seen.

2) To allow for the auto-preview in Outlook, don’t lead with an image as seen here and eek out another bit of response by showing actionable text instead of <img src=”…>

Height and width not set so featured offers are off the screen

Here it is with images enabled:

if they had just set height and width these offers would be visible

Almost there. Nice mix of text and images but the offers were pushed off the screen by a simple mistake.

Posted: April 14th, 2010
at 3:20pm by Rob Van Slyke

Tagged with , , ,


Categories: #FAIL

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