Saturday, January 25, 2014

time to clean up your email marketing house

the holidays are finally over, we're all tied to our desks for the next few weeks without a holiday, so now is the time to look at your email marketing efforts and put your house in order. in addition to planning out the next quarter, six months or year, we should also look at what we've done in the past and how to improve on those results.

here's what I mean

Saturday, January 11, 2014

your email sucks: open pixels

how many of us give any thought to where we place the open pixels in our emails? probably not many of us because we live in the world of esp's and more than likely it's done on the back-end.

but I think we should. if you hand code your emails, or even build out your own templates, then this post is for you...if you don't do those things, this is probably a conversation you want to have with your designers.

i started thinking about this for a couple of reasons. the first is in conjunction with our own going communications audit at work, I've been looking at people's emails, in most cases the code is horrendous. i've seen code that would make a two-year old cry, (1) open pixels missing, (2) open pixels at the bottom of long emails, (3) open pixels in the header tag, and (4) the open pixel placed outside of the HTML tag. the second reason i thought about this is because so many people rely on open rates to gauge the success of a campaign...so why not set yourself up for the "most" success possible?

since I've worked with home grown and esp's i think about ways to improve them... and measurement is always part of those thoughts. let's dig deeper and try to figure this out, and why i'm blogging about it in the first place...