Not quite the apple of my eye.

The Hunt
Message Content, Layout and the Email's Anticipated Rendering (or what I like to call CLEAR) are probably the three most important physical aspects of your email communication. With proper segmentation, targeted offers and an optimized creative design, you can ensure that you are delivering the right message - but have you accounted for the variables of rendering across a multitude of email clients? Does your message pass the CLEAR test?

The Skunk
I've actually purchased a few trips from Apple Vacations that have resulted in great getaways. These bookings might not have been directly related to a specific promotional email but their offers that pop into my inbox help keep their brand top of mind when I am looking for a good deal (or just daydreaming.)

For the most part, the content of the email (the specific offers they send to me) are relevant to what I may be looking (wishing) for and the layout, better or worse, manages to adequately convey the brand, offers etc. Even with "images on" there are a few missed opportunities when it comes to improving the code to help drive the message home.

The images below show the same email, as delivered through gmail. The first is with "images off," second is with "images on" and third is the hosted "Having troubles viewing?" link. With gmail being the 4th largest email service provider, I think there are a few tweaks that can be made to optimize for this and other email clients.


The Resolution
The header navigation could be easily be coded to actual HTML text versus images based copy. Clear navigation links (even with images suppressed) are great reminders on where the recipient can do more research – even when the offers don't resonate with reader and they just want to poke around the website.

Those CSS style definitions don't do much good when they are stripped out and replaced with the default rendering as applied by the email client. To control the look and feel (as best you can,) define fonts, sizes and color using inline coding practices. The bigger, blue and bold call-to-action on the price gets lost in the copy when it doesn't render as hoped.

Image ALT tags. When you feature top brands, don't forget to add the image ALT tag, especially when featuring image logos. If you look at the placement of the current promoted brand logos that are near the top, an image ALT tag could be just enough to trigger the recipient to either enable images or read further. Use image ALT tags for all images.

What you can't see? Try this exercise with your email - review your communication with images off, including other elements that might get moved around or rendered differently than expected. Look for the most important elements of your message, are they there and more importantly, did it render as expected? This type of review can reveal that the secondary copy text is visually now the "feature" rather than supporting backup for your main call-to-actions and critical messaging points. This exercise can also help determine what elements can be removed with little or no effect of message tone or its strength - optimizing for a clean layout with few distractions.

Straw or brick? Creatively speaking...

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.