Welcome back? I didn't go anywhere.

The Hunt
Many email marketers have been talking about and leveraging lifecycle reengagement messaging for some time. The concept is pretty basic, if you haven't seen activity from a recipient, find out why. Reengaging your customers helps to improve open rates and keeps your database clean. Based on your sending frequency, it's best to set up those timed touch points when you need to reach out to those that have not shown any open or click-through activity for some period of time. Let's say if you send 2 communications per month, you might want to check-in with those non-responders with a targeted reengagement message after 4-6 months of no activity. Two important things to keep in mind: approximately 30% of your emailable database will change email address on an annual basis and, ISPs do look at your open rates to determine your sender reputation.

The Skunk
In January, I became the new owner of a Black Berry Bold from AT&T. Of course, I'm fully registered to receive emails from AT&T. I login to the website weekly and for the most part, read all the email that AT&T sends. So, when a message arrived this morning with a subject line that included the words "We missed you" I was a little confused. Now I might not open every email that they send but I've surely opened a communication within the last 6 weeks. Even the image within the message called out with a “Welcome Back” phrase. Mistake? Bad timing? I'm not sure but the message left me feeling a little like the kid that gets picked last in dodge ball. I've been here all along.


The Resolution
First things first - you really need to ensure that you have your recipient's individual reporting data correct, especially when keying these types of lifecycle messages against it. When successfully executed, these communications can be a fabulous tool for reintroducing your brand to recipients that have taken a hiatus from your email program.

Make sure when using a reengagement type message or campaign you allow for the appropriate amount of time to gauge inactivity for individual recipients. If I receive a weekly email promotional offer from a marketer I would hope that they are not looking to remove me from the database if I have not opened a message within 8 weeks or less.

And one last thought. If AT&T knows that I'm a wireless customer and that I have purchased a data plan for email on my mobile device they should account for this. Send emails that can be viewed on the device or optimized for both the desktop and mobile world. Even the “Having problems viewing this email? View here” link didn’t open. I'm not sure if it was my device or the link, in any case remove the barriers because I do want to read your message.

Don't forget to check your ALT tags!

The Hunt
As email marketers, we should ALL be designing our communications with the assumption that our messages will be delivered with the default rendering "images off." Most email clients, unless the recipient has added you to their "safe sender" list will be delivered without the images "on." One way to get your communications viewed in their full HTML glory is to ensure that your image ALT tags are coded correctly and have a few words that reinforce what the image represents within your message. This is very critical if your call-to-action is an image however; using text/image based call-to-action is not something we would recommend.

The Skunk
While triaging a slew of personal emails via my Blackberry device the other day, I happened across an email from one of my favorite retailers - Molton Brown London. They produce a line of luxury soaps, candles, shave creams, colognes, makeup and such. Molton Brown has a global presence and I know that they send emails to both recipients in the UK and US markets (and other global markets I assume.) As I was scrolling through their message on my Blackberry, the first thing that caught my eye was that the ALT tag for their call-to-action listed was a UK based "free-phone" number (aka "toll-free number") instead of the normal 800 number for the US.

The odd ALT tag prompted me to save this message and review on my laptop. I had added their sending email address to my address book many months ago so the only way I would have noticed this is reviewing on my Blackberry. For Molton Brown’s email recipients that have not added their sending address to their personal white list, the message as it was delivered looked very different than the fully rendered HTML. Looking at the message further with images off, there were a few other HTML programming best practices that they need to apply to ensure that their messages are being opened by their recipients. Take a look at the message below with images on and off.


The Resolution
Let’s start with the image ALT tags. Of the 13 images contained within the message, only 3 were tagged with image ALT tags. As we all know, an ALT tag serves as a little description of what the image contains. In this case, 2 of the call-to-action images that were suppressed in the header and footer contained what should have been US based toll-free number to order via phone. During the QA process, they most likely forgot to switch out the ALT tag to the appropriate number. With images off, not only did the recipient not see the supporting product images, they don’t get the correct number to call to place an order. This could lead many recipients to think, "this message was not intended for me."

The remaining ALT tags were not populated with anything and leaves the recipient guessing as to what the big empty image boxes should be displaying. Except for a brief introductory paragraph in the top of the message, the call-to-action is virtually lost.

One other item of concern is the use of white fonts over a dark background color. Although some consider aesthetically pleasing, if these background colors are suppressed within the massage (as they could be in several email browsers) any critical information contained in these copy blocks will simple not appear on the screen. For this message, the housekeeping notes at the top of the message that invite the user to click if they don’t see the full message as well as white listing information do not show up. Other important links as well as terms and conditions are formatted in a white font over dark background in the footer of the message as well. These critical links, although there, do not render when the background color is suppressed. This is particularly important when the recipient cannot see the link to unsubscribe.

The moral of the story is, make sure that you are testing each version of your message and looking at your ALT tags. Programming/testing only once for one segment will limit the effectiveness for other segments if they are getting the wrong information. Use image based text call-to-actions sparingly and be sure that these are not the only call-to-actions within the message. Don’t forget to tag ALL of your image ALT tags, the recipient will use these to help determine if they want to interact with the message. Last but not least, if you are using a colored background, don’t forget that whenever these background colors are stripped out, using a white or light font will either result in no text rendering or text that is impossible to read.

Simple mistakes can lead to big problems when your message is delivered to your recipient's inbox. Put together a QA check list that covers all aspects of message testing and religiously complete these testing procedures for each and every message that you send.

5000 pieces of white paper?

The Hunt
I think we are all looking for ways to make our dollar stretch these days. Being a small business owner I source my minimal home office supply needs to many stores within the area. Ink cartridges for my printer, pens, notebooks, file folders you name it, I'm always looking to save a few bucks and get a great deal.

The Skunk
I enjoy Office Depot; they provide me a wide selection of goods and there is a location just minutes from my home. I have been receiving email from them for some time. I have recently noticed that the content of the messages they are sending me don't really fit into what I would normally be looking for to help keep my home office fully stocked. I'm not even really sure how I came to be on their email distribution list, perhaps I gave them my email at point-of-purchase?

In any case, this retailer serves both the individual that needs to pick up basic small office supplies as well as larger organizations that require big quantities. This message landed in my in-box recently and most of everything featured in the communication were in quantities that are way too large for my needs or not relevant to me at all. Yes, I know, this is just a marketing email and perhaps I'm asking a bit too much, but I think there are a few ways to help make the messages they send resonate specifically to me.

The Resolution
I went back through the sign-up process online to see how I could classify myself as a customer. My two choices were a) personal, and b) business. These are a little too generalized to leverage my response for message targeting at a relevant level. A better solution would be to ask (or survey) your members just how much they usually spend on their office supplies or provide additional classification on what I need/want from Office Depot. If you knew me just a little better, you wouldn't be trying to win me over with a deal on a big case of copy paper or 15 rolls of paper towels for my home office.

There is an offer for HP printer cartridges which is not being generated on previous purchase behavior...I have an Epson. But what a great opportunity to find out (via online survey) what type of peripherals I do use in my home office. I would love to get special offers for items that enhance or compliment equipment that I use on a regular basis.

By asking recipients or giving them the opportunity to provide more information about their needs, marketers can leverage increased relevancy within their messages and delver communications that suite the individual recipient's needs. If a customer has signed up to receive special offers, make sure they are offers that are of interest. If you don’t know what they want, ask.

Annoying your Customers at Light Speed

The Hunt
We all feel the need for speed - with faster internet that is. More bandwidth to get information to and from your customers, blazing fast downloads and quicker uploads for more data intensive applications. Fiber-optic internet into the home/office will help to get everything moving just a little quicker. This might be the next generation of connectivity that everyone is clamoring for but make sure that with any type of product announcement the information that you are emailing to your customers is classified and positioned in the correct way.

The Skunk
My internet service provider just informed me that their new fiber-optic internet service will soon be available in my area (see message below). Hurray for me! My concern however is that they consider this a service-type email communication and not a marketing piece. They will not allow me to opt-out of future emails - and they actually tell me (in small print) why I can't remove myself from these types of messages. Now I know this is a service that they plan to offer but why wouldn't they give me the opportunity to remove myself from future communications regarding this type of service if I’m not interested. This is a marketing piece to upgrade my service, not a critical message that affects my current service. It's not related to a bill, payment or any type of possible service disruption. I should have the option to opt-out.



The Resolution
First things first, know and classify the types of messages that you are sending based on the content. In this case, the message that was sent is a marketing message that talks specifically about how I can upgrade and spend more money with the internet provider. This is all fine and good, but this in no way affects the continued service into my home/office if I choose not to interact with this message, it is simply an offer.

Second, do I really have to verify if the service is available in my area? They mail me a bill each month and they surely know my address and zip code so why not build out that messaging dynamically with a custom message based on this information? They know darn well if the service is or is not available to my residence – so it is a "teaser message" and that's ok – I'm excited at the prospect of fiber optic connectivity but position it as such.

The only types of message that can circumvent the inclusion of an opt-out are true transactional messages - you buy/download/transact with an online merchant or organization, you get a confirmation message. Even electronic statements should have some sort of opt-out or email communication settings. The onus is on the provider to deliver these types of account updates in the manner that the recipient chooses.

If this message was to tell me that I would be switched from a regular cable modem to the fiber-optic system (and I had no choice) then you could legally remove the CAN-SPAM compliant one-click opt-out but every message that you send should have the ability to modify your email subscription settings to help the customers maintain their messaging frequency from you - period!

Get ready to hurry up and wait.

The Hunt
I'm not sure when being connected becomes more of an addiction rather than a necessity but it happened to me a few years back. The thought of being without my mobile device sends anxiety pains right through me so it is no surprise that when I heard rumblings of the new Blackberry App World I started salivating like one of Pavlov's dogs. For mobile device die-hards, it's not just about the equipment; it's about what new and great things you can do with it. Sign me up!

The Skunk
One of the key selling features for my new Blackberry was that my perception of these types of devices is that they are geared for the business user. The trade-off when compared to the iPhone, applications created for these devices are not as varied or robust as those on the open platform that Apple has created for the iPhone. Enter Blackberry App World. This past month I received two messages to sign up and be one of the first to be notified when this new service is available. My first official message was on March 6; I promptly followed the link and signed up. A second email came on March 26 which came with a similar call to action. The issue with the second email is that I had already signed up and there was no new news on when I could expect this service to be live. Kinda frustrating right?

The Resolution
Besides the obvious question, why are you asking me to sign up twice, I hoped that the second teaser message had additional information about when I could expect this service to be up and running. I'm a huge Blackberry fan and will most likely post the launch of this service to the social sites that I belong to but with little or no information on when the live site is expected, these types of "hurry up and wait" communications become more inbox clutter than informative.

Another point with this messaging strategy is that I'm already subscribed to receive email communications from Blackberry - the reason I got the original message. Beyond building the "buzz" will there be any differentiation between the types of message that I've now signed up to receive for my initial notification of the launch versus the regular marketing communications that will be sent to regular subscribers? I'll be keeping an eye out and yes, I will be the first in line when App World opens.

No matter how you "slice" it...

The Hunt
Pizza has always been and forever will be considered a food group in my eyes and although I limit my crusty cheesy-pie intake to help keep me fitting into my favorite blue jeans, it's no secret that I'm a diehard pizza fan. With email playing a bigger role in not only the pizza world, I regularly sign up for email programs from local (and not so local) food deliver chains to see how they leverage the email channel.

The Skunk In my early twenties this pizza joint was one of my favorites - I just grew to love it. As I got older, and moved around from city to city, I made sure to check out what the area had to offer when it came to pizza-in-a-pinch but I knew that I could always call this place to get a good deal and a yummy meal. A few months ago, I was doing a little bit of "pie research" on the web and happened upon a location that wasn't in my delivery area but decided to drive the 6 (in-town) miles to pick up one in person - just for old times' sake. Just as good as I remembered. I signed up for their email program and get a weekly message with a special offer and invitation to place my order online. So my little issue with this email-program-that-could is that the call to action is to place my order online. I'm outside of the delivery area (and not just a quick drive for pick-up) so the likelihood of me ever ordering online is pretty much zilch. The emails that are delivered regularly to my inbox are just a tease and a delicious one at that.


The Resolution Before you ask, yes, they know what my address is; I completed my full profile after sign-up. I think the better approach would be to send me an occasional (monthly) email since I'm not in the delivery area. I don't get many chances to visit the area where this store is located so repeated messages that I or others like me can't act upon are most likely a little detrimental to their email program.

DO send me an email if a store opens up that is closer to where I live or within my delivery area. I might not get to travel regularly to where this particular store is located but giving me a few other options would be great if I happen to be around one of their other locations.

At the end of the day, the information that you collect about your recipient should be used to provide the best customer experience possible. Clients often ask me what they can do make their emails better. The answer is simple; look at your email messages as if you were your customer. Good email programs can be made great by adjusting them along the way.

Show Your "Class" Spirit

The Hunt
One of my favorite retail spots to visit on the weekend is this great furniture retailer. They have locations in over 10 states and send a few emails a week - I little too frequently if you ask me but I take a quick read when it lands in my inbox. Today I got an email with an invitation stop by for a quick decorating class this coming weekend. If you are like me, the process of home decorating is an ongoing effort so considering to register for this freebie is right up my alley.

The Skunk
So, these past few months I feel like that I've been doing my part to help stimulate the economy with some decent sized purchases from this retailer and I know that I'm in their "system." As an email marketer, I'm always thinking about how to reduce the barriers between the message call-to-action and the actual physical steps that the customer needs to take to accomplish. It's an electronic world and technology is ripe for the picking to help out with these types of endeavors. My question, why can't I register for this fun little class online? For me to complete the call-to-action, I need to go to the website, find my location and actually call the store directly. Seems like a bunch of steps for me to complete before I can sign up for this little shindig.


The Resolution
There are a few strategies with this message I would have leveraged. Some not so technical, some a little more involved. All could take a little bit of the hassle of signing up for this class.

• If you know what location I shop at, why not list the contact information for the actual store in the email? If this information doesn't live in the database, it should.

• The process for online registration does take time and money to set-up. If the budget was too small to use this type of technology to register folks online, make sure to boldly call out that you'll need to contact the store directly to sign-up. Dumping me at the website to have to pick my state and location seems a little impersonal and confusing.

• What could online registration have done to simplify the process? Well, for one, provided real-time updates on the number of attendees. Consider the staff that will now have to field the calls to facilitate the reservations; they might be better off schmoozing with the customers on the show room floor.

• Take advantage of learning more about your customers by using registration data to append to your database. There is a pretty good chance that if I’m signing up, I'm much more of an engaged customer that those that are not.

• Reminders and remarketing can help close the loop. A quick reminder message the day before and perhaps a thank you once the event is over would be a great touch.

Your best customers need to be treated as such. Email is a great relationship tool but if you are not going to use customer history and data to make your communications better you'll leave them feeling a little unappreciated. Leverage technology to help facilitate a true on-to-one communication flow with them and they will be loyal for life.

Get your FAX straight.

The Hunt
I've been in the market for an easy to use fax-to-mail account to supplement by business fax needs. There are a few well known providers out there and all pretty much have the same features compared to one another. As I was sizing up the different providers that had a relatively economical price-point and easy account set-up, I found a service called myFax that seemed to fulfill all my requirements. Tempted by the complimentary 30-day trial, I clicked on the sign-up form and started inputting my information.

The Skunk
I had already picked an area code for my new fax number and entered in my name and email before I continued to the page that requested my credit card information. Trial or not, credit cards mean commitment and I decided not to pull the trigger just yet and do some more research. Up to this point, there was not a check box (to mark or un-mark) for receipt of future emails from myFax but, since they had my email now, a follow-up from the abandonment process wouldn't be a surprise.

As I thought, a message arrived in my inbox a few hours later as a friendly reminder that it was free to sign-up along with some other points that separate them from the "other guy." The sender was a female persona "Tara" but oddly enough, the image rendered in the communication was male. I wasn't sure if this was the "person" that was sending the sign-up reminder or what. Nonetheless, I can't blame them for trying to close the deal with a follow-up message but this and two other messages from them within 24 hours seemed to be a bit much. I hadn't converted and I'm already getting messages on how to use myFax? Oh, and the subject line read "Colleague, subject line..."


The Resolution
Kudos to myFax following up with an "abandon cart" type of message - striking while the iron is hot is a critical messaging component to win the business when the prospective customer is shopping for this type of "instant service." Here's how I would take a bit of the skunk out of what we received.

• Be upfront about sending a follow-up email, use a check box or inform the registrant that they WILL be getting a future communication if they so choose.

• I don't know the sender "Tara" but since I would surely be familiar with the company name, use it.

• The use of the generic "Colleague" both in the subject line and in the salutation in not personal. If you are not going to use the person's name reconsider the "personalization."

• I perceived the headshot picture to be (should have been) of the person/persona sending the message. There were three unique images used - both male and female - all from Tara.

• Consider the frequency. Even after two messages, as a non--convert, you run a high risk of future communications being reported as SPAM by the recipient. This could pose a deliverability issue for other messages going to your regular customers as well as those you are looking to convert.

Remember, the difference from a skunk to a sweet smelling email program or campaign can be just a matter of tweaking a few critical variables and messaging components. Look at your communications as your recipients would review them.