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Archive for the ‘email rendering’ Category

The mobile email statistics show it; growth. More and more people are reading their emails while “being mobile”. Even if being mobile means sitting on the couch watching tv. Mobile email has it’s own set of rules though. Your recipients interact differently with email on their mobile. The screen is smaller, the interface is different and many of them are touchscreen. So emailing for the mobile masses is a different ballgame.

If this is true and 10 to 30 per cent of email is opened on a mobile device. Why aren’t all emails optimized for mobile yet? If YOU haven’t yet done so, see if you fall into one of these categories:

No mobile email by choice

This is the easy one. You can simply choose not to optimize your email for mobile devices. As with any choice though, there should be a reason why. It might be that your audience opening on mobile isn’t large enough (yet) or that the added value of a changed and optimized design isn’t apparent. One of the more striking arguments would be, that it doesn’t have priority at this moment. Many email marketing programs have very big other fish to fry. Getting triggered email campaigns up, for instance. Marketers are busy, busy people. So by choice, is definitely understandable as long as it doesn’t wander off the radar completely.

Famous hand model Alex Wiliams shows us that not all pre-headers are optimized yet.

Many emails aren’t optimized for mobile yet

Knowledge about mobile optimization

Because of the explosive growth, mobile email is a relatively new point of attention. So it is logical that a lot of marketers are still trying to find out how to actually optimize for mobile devices.

Displaying emails correctly is one thing, creating a mobile email strategy is another. The lack of experience might also be a part of it. Marketers just don’t know how to optimize for mobile devices yet. The answer? Get reading and talk to your Email service provider or other partners in crime you might have.

The market needs investigation

Although general statistics seem impressive, the average doesn’t always apply. So you might want to check your own figures. Your message, brand, audience, type of emails, region, time and day sent, etc. They all have an influence on your own email marketing metrics. Be sure to check the statistics of your last few campaigns and see how many opens your mobile version got. But also be aware how to read and explain those mobile email statistics.

It is on the roadmap

In somewhat larger organisations, change doesn’t happen overnight. So mobile email is on the roadmap, but it just takes a while before it will get implemented. Plans and budgets were made at the beginning of the year or a redesign is already planned for in a few months. So we will see more mobile adapted email designs, probably also in b2b over the coming half year. It is one of these things that you should be asking your ESP about mobile email.

Reasons to get started

So there are several categories and reasons why designs aren’t yet optimized for email on the mobile device. Luckily not all mobile email optimization requires a complete redesign. It is still a shame though, because until your messages are optimized, the added conversions isn’t adding up either.

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Is it just me or do some email marketers not test their HTML architecture before sending? What did I do to deserve your HTML throw up all over my inbox?

I’ve been waiting in the shadows for a good one to point out and today – win. It’s been a few months since my last post so I wanted to make this post a good one, I feel that it is given the company that sent this email and the shock and awe I got when I opened to see this:

This is rough ...

Let’s look at this image above  for a quick review. What’s wrong with this email? …  Well, the body is bigger than the content without images on, the first 1000px are images with non-compelling alt text, preheader text would have been magical (due to the size of the images and lack of text in the message), however; it’s non-existent and at the end of the day as a user I have absolutely nothing compelling to get me clicking. Truthfully, I’m being a snob here, but I don’t want to download images after seeing this. I want to call the CEO and ask for a job.

Now, I’m not an email expert, I have a certain skill set that I have honed over the years that was founded on HTML architecture and multi-client rendering for email. Before design, strategy, dynamic content, trigger based sends, multi-variate testing, voice, subject lines, time-of-send, etc. It’s IMPERATIVE to test the code and know the nuances and styles that work in email clients. I don’t care how big the list is, how fancy the email design looks, how much revenue this is expected to garner or how badly this email needs to be sent ASAP.  Without proper tests for rendering and the appropriate architecture for the recipient base’s clients, you’ve already lost a large portion of your success to frustrated users. Not to mention the unsubscribes and potentially future (lack of) opens due to bad experience with this email. Patience really is a virtue, rushing emails out won’t do anything but allow the marketing manager to check another to-do of their list.

Let’s scroll down the email a little more, shall we?

OMG ... Really?

As you can see the fiasco continues. This email is far from legible, the alignment of the content as well as the placement of the images and alt tags is badly coded. This was either rushed out of production or the person who created this email needs to follow the #emailmarketing tag on Twitter. It saddens me to see fundamental errors in email marketing when it’s been around for a while now, this email should not have happened this way, not from a company that’s in the tech space and as large as this one.  So, without further adieu, Ladies and gentlemen, I give you *drumroll* O’Reilly.

Not the nicest email, but at this simple of a design it should have been bulletproof.

Lesson and Take-away: Test, test, test. Know your recipients client base. Learn to code for those clients. Without a clean solid architecture you’re proactively shooting yourself in the foot before the send button is even pressed.  The email should look the same with and without images as far as layout.

Thanks for reading.

Viva la Email.

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Looks like Comcast subscribers to DSW’s email program have had some issues getting to their site.

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