I just received this today and it reminded me how easy it is to make some basic mistakes when conducting email campaigns. I don’t know what the current statistic is, but I do know a lot of email recipients these days have their images turned off for senders not on the white list. This is of course bad news for email marketers because it won’t show up in your “read” stats even if the user does read it, but it gets even worse…
(click image to enlarge)
Take a look at this one I’ve just received. Now if I didn’t spot it as a good example of “what not to wear”, I would have immediately deep-sixed it (along with the other half-ton of spam I get) for one simple reason – there’s nothing to read! And I see this quite often with organizations making the shift from print to web media – they try to re-purpose their content rather than re-create it. The result is they send nothing but image and for people like me, it’s total blind. And btw, even after I enabled images, I still couldn’t see enough of it in the Outlook preview pane to know what it was about.
So note to self… be sure to add text to all of your mass emails. Otherwise you are putting undo pressure on your ability to write a highly seductive email subject line.
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