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Email marketing is a very complex
area of marketing. In theory,
it doesn't sound it but there are so
many different things to think
about when putting together an email
campaign.
One of the big things, of course, is
your actual email design.
What's on your design and the coding
behind it can make
a real difference to how many people
read it in the first place
let alone choose to respond to it.
On this page, find out about the
technical specifications we
work to when putting together a design
for you, including
what we'd never put on to your email |
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The scrollbar down the right hand of
this website is expected
by anyone who's used the internet for
even a little while.
Sames goes with email. The scrollbar
down the right of a
screen allows you to read from top to
bottom. However, if
there's a scrollbar at the bottom,
that's the death knell for
virtually every campaign.
It means the recipients now have to
scroll to read left to |
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right as well as scroll up and down. It makes the whole thing too fiddly
and annoying.
We set our email designs at a maximum width of 575 pixels, meaning it
will fit in the pane where the recipients read emails easily and
there'll be no scrollbar at the bottom. |
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Plain-text emails are much undervalued and underused
in the world of email marketing, and we've always
been unsure why. Plain-text emails allow you to do
something that sending HTML emails alone can't do -
reach an entirely new audience.
Many businesses and public sector
organisations have switched off their ability to
receive HTML or graphical emails. This is done for a
number of reasons but it's mainly down to
productivity. Everyone gets viral emails sent by
friends and colleagues and these may contain dozens
of pictures which are not work-related. Switching
off HTML email reception is seen as a guide to
getting more done by email with less effort.
What does that mean for your
graphical email design? It means that it can't be
received and when it detects an HTML structure which
is still relatively simple however more complex than
an average email, it will just delete it.
Get the company doing emailing for you to
send out a MIME email instead. If you're using the
Meridian Delta Email Sender, this functionality is
already built in. What then happens is that, when
the email arrives at the recipients' computers, the
email will talk to the computers. If the computer
can display graphical emails, this is the one which
will be presented. If not, it will show the
plain-text version instead.
Using plain-text emails can
sometimes double the number of companies or
organisations you reach so it's a worthwhile
investment and also part of the email design you
receive from us. |
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Emailing to businesses and public sector
organisations (or even your customers) is permitted
under the UK interpretation of the 2003 EU Directive
on Privacy and Communications.
One of the conditions of that is you must
offer recipients a chance to opt out of receiving
future emails from you. This is normally put at the
bottom of the email and follows a standard structure.
We'll put this at the bottom of
your email designs - both the graphical and
plain-text versions.
Just call us free on 0800 652 6627 if you
want us to talk you through some or all of these
guidelines we work to and how they could fit in with
your business. |
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