Email marketing – a bit of a rant

As developers we hate it. But I have to admit it is an unnecessary evil in my (current) world as an agency web developer. Lets face it – it works.

So here it is, the blog on the dreaded subject of email marketing from a my point of view, why we hate it, how we can make it work, what people can do to make our lives easier and campaigns more efficient and effective.

Why don’t I like building emails?

This is simple. We love accessible, semantic, standards based code. We do not like going back to techniques used over 10 years ago. We have to use out of date layout techniques and the code is long winded, complicated and boring to produce. It wouldn’t be so bad if we could use the same HTML and CSS standards we use for web sites, but unfortunately it isn’t an option. Not if you want your campaigns to include the creative idea that you are so sure will work, at least. And this doesn’t look like changing anytime soon.

If you haven’t seen the problems with Microsoft Outlook 2007 using Microsft Word to render emails, then the internet is full of disgruntled people. Actually, I’ll help you with that. Don’t get me started on Lotus Notes.

It isn’t our fault animated gifs don’t always work. Flash can’t be used. Hell, even background images don’t work. These points ARE NOT OUR FAULT. But it still provides a hot topic of discussion between designers/concept teams and us developers. Trust my judgement, look at how long I’ve been doing this, we do actually know what we are doing, although maybe you and your great idea are more important than everyone seeing it as intended. Or doesn’t that defy the point altogether.

There are hundreds of different software, webmail and operating system combinations for us to work to. If you want your campaign to work in even 80% of them. Please listen to my advice, not just try to replicate your print campaign in an email. They are completely different mediums.

What works?

Again, simple things.

Keep your text to standard web fonts. Don’t rely on background images. Don’t ask for Flash or an animation. Keep the layout simple. The fewer images the better. Yes we can code so things will degrade gracefully, but if the client views the email in their inbox (compared to the signed off HTML file they viewed in a browser) with missing design elements they liked, it won’t be your fault, it will be mine. So please just make the designs possible in all clients.

Unless of course you have stats showing 100% of your recipients use an email client that supports animated gifs or background images – but first of all that is unlikely to be available, let alone likely to ever happen!

Even so what people don’t seem to understand is that everything doesn’t have to happen in an email. We have awesome tools in jQuery, Flash, and even simple HTML/CSS that can impress and prompt customer action better than an email. So a well thought out simple email to get people to somewhere showcasing the creative concept and getting customers interacting will work better than trying to contain everything in someone’s inbox. I find that a simple concept to understand. Why can’t others!

In the words of Columbo…

Just one more thing, if I can get on with building sites because I don’t have complicated email discussions going back and forwards, I will be happier. Of course sites are what I love, so if emails could disappear completely I’d appreciate it.

Resources

Finally, here are some good email resources, not that you’ll probably read them anyway. All are from Campaign Monitor, because they are good.

2 thoughts on “Email marketing – a bit of a rant

  1. Of course even if you do your job and create an email that everyone is happy with, it’s then my job (and people like me) to prevent it from getting to the intended recipient, I got a lot of complaints about the spam filtering service I use stopping “marketing” emails getting through….

    The person complaining never sees the irony in this.

  2. Oh Dave, don’t get me started on the whole code:content ratio, image sizes and content itself in terms of spam filtering.

    Some even say that the best format for email marketing is plain text, which works pretty well for Carsonified newsletters, and Carsonified know what they’re doing.

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