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The Hunt
With so many messages in the in-box these days, you (and your customers) most likely triage incoming messages in a multitude of ways and on more than one device. For me, it mostly depends if I'm using my laptop or mobile device. I look at sender, subject line and, if it makes the cut, a quick visual scan of the communication. Messages that make it open don’t have much time to get the point across before the reader decides to engage, save or delete.
The Skunk
I've been a registered member of Handango (mobile device application "and more" provider) for a few years. They don't abuse the frequency of their emails - at least not that I've seen, so when this email was waiting for me when I got up this a.m. I gave it a look. They get points for using a great text image ratio and content that is specific to me and the device that I own; however, this message was visually/creatively all over the place and missing a few key components for those recipients that are obviously mobile users.
The Resolution
Considering the sender – a mobile application provider – it is odd there is not a link to view on mobile device. As marketers try to figure out the least common denominator for how to best code messages for standard email client rendering AND mobile rendering, it's best not to ignore the basics. Provide a quick link for a mobile friendly message.
Don't forget the pre-header. For a large number of email users, the pre-header is the "Cliffs Note" to the content of the email. It also can help readers determine if they want to save the message for later review.
Any marketer using the email channel needs to ensure that the creative adequately represents the brand. Use a template that has a good flow, is optimized for above the fold rendering and is easy to read. Your emails are not just an extension of your brand identity, they are your brand. Emails have to be able to creatively represent your brand to keep your customers confident and engaged in your communications. Yes, it can be tough but consider how valuable the in-box real estate is these days. You can't afford to be building homes made of straw if the competition is using brick.
The Hunt
Admittedly I sign up for a ton of email, mainly to keep my finger on the proverbial pulse of what is going on (right and wrong) with email campaigns from marketers small and large. When it comes down to it, there are not many email marketers that get it right 100% of the time but there are quite a few that are really trying. It is a tough balancing act to optimize both the "message" and the actual communication all while accounting for those elusive "email best practices." Sometimes the biggest opportunities I see with email messages that may have gone wrong are the simplest to correct.The Skunk
I think that Sirius Satellite Radio does a good job at collecting profile information regarding their users both on the website as well as opportunities within their communications; however, the way they use the information in not so readily apparent in the messages that I recall over the last few months. I'm sure they also have access to the stations that I listen to online as well.
The message below recently arrived in my inbox and besides not featuring stations that I would recognize or consider adding to my radio in my car or online player. I'm curious as to why they would use such a complicated creative execution in the top of the messages and move the most important part, the call to action, to the bottom. In any case, the "all image" execution of the message as you can see below, doesn't do a lot of good when it gets delivered to the inbox when images are suppressed. Even with the images "on" the messages is a bit difficult to comprehend.
The Resolution
When your subject line is: Get a Free Radio for Your Summer Road Trip, you don't want to hide that message within the actual communication especially when your call to action and any offer details that are served up exclusively using images. This particular communication uses a clever but hard to understand combination of image based copy and station logos to tell a "story." With the images suppressed however, both the story and call to action are not visible. Better to place the call to action and offer in HTML coded text so that the recipient is pushed to download images if they don't first appear. Make sure that your call to action is within the "golden rectangle" the top 2 inches or so of your message – email recipients scan, not read messages to determine if they want to interact further.
I'm making a bit of an assumption here but those users of satellite radio are probably a bit more email savvy than the general population, with a higher likelihood of viewing email on a mobile device. Including a view on handled link would also benefit the sender if only for the recipient that says "I'll save this for later when I’m back at my computer."
Lastly, it's best not to render your offer details in the form of an image. This is simple text and should be coded as such.
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