This week, I am doing a series on three easy ways to improve your email
campaigns. There’s no rocket-science here, but the basics are often
over-looked. On Monday, I posted about making your emails personal and on Tuesday I posted about making them targeted and relevant. While content is important, we can’t forget email design either.
Here’s a viable candidate for the mistake most often made by
well-intentioned marketers: they over-design and don’t do enough
usability testing. For instance, have you ever opened an email only to
be greeted by one huge white box with a red “x” in it? No Sweat
makes some great all-union-made clothes, but their enewsletter is one
big image. And images are disabled automatically by most email vendors
(including Gmail, Hotmail, Yahoo, Outlook, and AOL – that’s a lot of
your email audience).
Secondly, don’t forget the preview pane. Most Outlook users only
view your email through their preview pane and this has two major
results: emails viewed through the preview pane without enabling images
do not count as opens and the preview pane blocks most of your email’s