<< The Benefits of HTML Messaging
Be Aware of Changes in Outlook 2007: Microsoft Outlook previously used two different tools when displaying HTML emails – Internet Explorer for reading content and Microsoft Word for editing content. To streamline and unify the process, Outlook 2007 now uses Microsoft Word’s engine for both rendering and editing messages. This may cause your HTML email campaigns to show up improperly in Outlook 2007. To ensure the integrity of your campaign, be sure to send test emails before sending the message out to your entire list. To learn more, visit http://msdn2.microsoft.com/en-us/library/aa338201.aspx.
Avoiding Mistakes
Incompatibility, graphics, and layout complications can hurt your business reputation, amounting in irreplaceable damages. Keep in mind that emails not only reach your client, but can easily and instantly be forwarded to hundreds or thousands of friends, relatives, and coworkers. So damage has an unstoppable domino effect.
In addition to damaging your business reputation, mistakes can destroy your bottom line if recipients fail to click through into your website. Even worse, they could unsubscribe to your newsletter altogether. The cost of losing one lead, or one customer, is quite significant in itself.
Avoid these problems and protect your reputation with the following best practice strategies:
- Test, test, test. HTML is not a truly universal format, it varies across browsers and email clients. Your design and layout may look perfect on your screen, but completely unprofessional on your subscribers’. So we recommend establishing an account on various web email services and testing your campaign within multiple email clients prior to campaign launch. This is especially true when embedding forms or using advanced HTML coding.
- Survey your subscribers to learn which delivery method they prefer. This can be as easy as a multiple choice question during list sign-up. You can also please all your subscribers by using multipart messaging.
- If you deliver your message in plain text, take time to proof your copy and ensure the layout is attractive. While your options are limited, you can create an interesting and enticing message by using creative spacing and characters.
Email marketing is an extremely effective marketing technique when used professionally. If you put as much time and attention into your email as you would your print campaigns, you’ll begin to reap significant rewards, both in sales and customer loyalty. Look to Listrak for the tools you need to simplify campaign design, execution and testing.
HTML or Text - Practical Advice on Campaign Formatting Conclusion >>
