AM Inbox: Minimizing the damage done by AWOL images
RetailEmail.Blogspot monitors the email marketing campaigns of more than 100 of the top online retailers. Here are highlights from our inbox this morning:
Northern Tool, 6/15 — Chad, Email Exclusive Prices - Save Up To 60 Percent
Looks like Northern Tool is having rendering problems again; the last time was with a June 1 email (see June 4 AM Inbox). However, this time I was able to get the “Having trouble viewing this email? Click here” link to work (on the second try), so we can compare the two versions. In additional to having the “view online” link, Northern Tool follows two other best practices that reduce the damage done when their images don’t render: (1) they use quite a bit of HTML text, including the product descriptions and the instructions on how to get the email exclusive discounts, and (2) they use alt tags. Also alt tags don’t show up in every email reader, they’re still worth doing for cases like this.
Here’s the email without (left) and with the images:
Home Depot, 6/16 — Free Shipping & Reduced Prices on Select Patio Furniture
To accompany a focus on patio furniture, Home Depot has included in this email its June Weekend Project of the Month—how to build a pergola. This is a great segment that they launched earlier this year. I recently spoke with Shera Shrago, Home Depot’s interactive marketing manager, and she said the Weekend Project of the Month has been very popular. It’s a great way to inspire your customers to buy and use your products.
Circuit City, 6/17 — Beat the heat with some cool deals at Circuit City
I felt mislead by this subject line. I expected the email to be about air conditioners, fans, refrigerators and such, but it was actually about digital cameras and HDTVs. And they never repeated the “beat the heat” language in the body of the email, so there seemed to be a disconnect between the subject line and what the email was actually about.
SUBJECTIVITY SCANNER:
DisneyShopping, 6/15 — Over 250 New Markdowns Just Added to Our Semi-Annual Sale!
Overstock, 6/15 — FREE SHIPPING COUPON
Spiegel, 6/15 — Clearance: Over 100 New Summer Styles Just Arrived, from $12.99!
Sportsman’s Guide, 6/15 — Low-Priced Lawn and Garden Accessories... Coupon & More from The Guide
Victoria’s Secret, 6/15 — Hot Swim Savings! Up to 50% Off 250+ Styles.
Nordstrom, 6/15 — New Swimwear from Anne Cole & More Half-Yearly Sale for Men Starts Today Online & In Store
Musician’s Friend, 6/15 — Musician's Friend: Warehouse Sale Ends Tuesday
Northern Tool, 6/15 — Chad, Email Exclusive Prices - Save Up To 60 Percent
Looks like Northern Tool is having rendering problems again; the last time was with a June 1 email (see June 4 AM Inbox). However, this time I was able to get the “Having trouble viewing this email? Click here” link to work (on the second try), so we can compare the two versions. In additional to having the “view online” link, Northern Tool follows two other best practices that reduce the damage done when their images don’t render: (1) they use quite a bit of HTML text, including the product descriptions and the instructions on how to get the email exclusive discounts, and (2) they use alt tags. Also alt tags don’t show up in every email reader, they’re still worth doing for cases like this.
Here’s the email without (left) and with the images:
Home Depot, 6/16 — Free Shipping & Reduced Prices on Select Patio Furniture
To accompany a focus on patio furniture, Home Depot has included in this email its June Weekend Project of the Month—how to build a pergola. This is a great segment that they launched earlier this year. I recently spoke with Shera Shrago, Home Depot’s interactive marketing manager, and she said the Weekend Project of the Month has been very popular. It’s a great way to inspire your customers to buy and use your products.
Circuit City, 6/17 — Beat the heat with some cool deals at Circuit City
I felt mislead by this subject line. I expected the email to be about air conditioners, fans, refrigerators and such, but it was actually about digital cameras and HDTVs. And they never repeated the “beat the heat” language in the body of the email, so there seemed to be a disconnect between the subject line and what the email was actually about.
SUBJECTIVITY SCANNER:
DisneyShopping, 6/15 — Over 250 New Markdowns Just Added to Our Semi-Annual Sale!
Overstock, 6/15 — FREE SHIPPING COUPON
Spiegel, 6/15 — Clearance: Over 100 New Summer Styles Just Arrived, from $12.99!
Sportsman’s Guide, 6/15 — Low-Priced Lawn and Garden Accessories... Coupon & More from The Guide
Victoria’s Secret, 6/15 — Hot Swim Savings! Up to 50% Off 250+ Styles.
Nordstrom, 6/15 — New Swimwear from Anne Cole & More Half-Yearly Sale for Men Starts Today Online & In Store
Musician’s Friend, 6/15 — Musician's Friend: Warehouse Sale Ends Tuesday
Labels: ALT tags, AM Inbox, Circuit City, Home Depot, Northern Tool, Rendering, Subject Lines
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posted at 11:25 AM by Chad White
I love Smith-Harmon's enthusiasm. It's so great to have a connection with people who really "get" and get excited by email marketing. (Truly, there are not that many of us out there!) I count myself very lucky to have found such accomplished enthusiasts to collaborate with on the REI program. They are helping to bring amazing opportunities to fruition with panache.
1 Comments:
I don't know, it seems as if "Beat the Heat" meant, buy an HDTV and stay inside. I see how it could be a plug for fans, but Circuit City isn't a major player in the circulating air industry. It may not be intuitive, but I think the subject line makes some sense.
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