E-commerce Link: Easy-to-read E-mail
I sign up to receive a good deal of e-mail communications. Some of the messages I receive are perfectly crafted, some are lackluster and others could be dramatically more effective with some simple fixes.
Here are a few ideas you can incorporate into your e-mail campaigns to make sure they effectively convey your message and produce better results.
Where Are the Images?
More than 60 percent of e-mail recipients have reported some type of image blocking. ISPs routinely block images. This also is a problem for B-to-B marketers because recent versions of Microsoft Outlook have image blocking as part of its default settings. So, rather than viewing your carefully crafted campaign, recipients may see the dreaded red “X.”
In its study, “The Best and Worst of Email Marketing in 2006,” Forrester Research reviewed e-mails from a variety of well-known consumer and B-to-B marketers and found that 40 percent of the e-mails were impossible to understand without graphics. Don’t let this happen to your program.
To overcome this challenge:
• Make sure you include a link near the top of your message that allows people to click through to a Web version of your e-mail.
• Include both text and images in your e-mail. You should aim to have at least 60 percent of your content in text. It takes more preparation time to create text in HTML, but the end result is that more of the message and product information will be viewable if the images are blocked.
IBM’s e-mail newsletter ForwardView (shown, below) is an example of a well-crafted message from an image-blocking standpoint. Even though the images are suppressed, the content readily is accessible.