Images in Email Should Add Value

The Hunt

With three kids three and under, I am always looking for ways to keep myself and my family organized - which is no easy task. But some time ago I fell in love with The Container Store and frequent their website for ideas to accomplish this gargantuan task. I look forward to receiving their email because there is always something in there that ultimately helps me out - and in turn drives a purchase with them - their ultimate goal, I would hope. Recently I received a message that I was thrilled to open - the subject line was:

How to organize what's hot now!

Given my plight for organization I felt like they really knew me and were leveraging what they knew about my behavior to provide me exactly what I needed. Then I opened the message...

The Skunk

The message opens with a line stating, "You're a trendsetter." Ummmm....no. I have three small kids, unless juice stains are all the rage in Paris right now, I am the furthest thing from a trendsetter. But I do still like to keep my clothes looking nice, for the rare occasion I don something other than sweats and a t-shirt. So I move past the "trendsetter" label and take a look further to see how the trendy crowd keeps their clothes looking fabulous. But the only supporting image in the message is a shot of a t-shirt and a scarf. So now I am baffled - first is a t-shirt and scarf really setting trends this season? If so, maybe I AM a trendsetter after all! But my question is where is the product? It's not there, anywhere, see for yourself:

Just because you can stick any image you want in an email doesn't mean you should. Images in email should support the purpose of the offer and enhance the experience for the recipient. In the retail industry specifically, image usage typically exceeds best practice, but because it is a very visual and product driven market image-heavy messages still tend to perform very well. However, the images that are included are usually product shots or lifestyle shots that feature the product. This is neither, unless The Container Store recently started selling apparel and I didn't get the news.

The Resolution

I appreciate the approach, and the appeal to the trendy, with the copy of the message - but this could have been easily improved by including an image that demonstrated what really was hot in storing trendy clothes - like the puzzling image on the landing page that suggests you fold your white t-shirts and store them, individually, by day of week, in clear plastic letter trays that you would typically find in your office.

While I certainly don't have the time to be THAT organized - I found the out-of-the-box thinking refreshing and would have liked to actually see that in the email - instead of having to seek it out. The Resolution? Include images that support your message and feature your product!

Bad Customer Experience Cause Email Dis-Engagement

The Hunt

I had a birthday back in May (I still have them, yes) and received a gift card from my aunt (in Florida - I am in Indiana) from The Gap. I knew I had a flurry of summer birthday parties that I was going to be attending, so I had decided to jump online and order a few fun summer dresses with the card. After a lengthy search to find exactly what I was looking for, I was ready to check out. I entered the necessary information from the card and received a response that there were no funds on the card. I know this happens from time to time, so I didn't worry about it. I called my aunt to let her know, as she had spent real money on the card. She went to the store that afternoon and they said it had been resolved. I went back to the site to check out...again...and now found that there was only $0.01 on it. Clearly that wasn't right. I still wasn't upset because it appeared they were really trying to work with us.

The Skunk
But the appearance of cooperation was quickly gone! The next day, The Gap called my aunt and told her that they were no longer going to work with her on the issue as they believed I had used the card and was trying to rip them off. C'mon, really? Is this a problem they deal with frequently, or maybe it’s an issue with their staff issuing cards and using them before the recipient had a chance. Either way, I am now offended and no longer interested in doing business with The Gap.

The Resolution
So what does all of this have to do with email? More than you could know. Your email success is the culmination of your relationship with your customers. That experience results from every interaction, every touch point and every transaction a customer executes with you - and if those experiences are good, you tend to have a better relationship with your customer, and thus more loyalty. Email is a relationship channel - to realize true success with your email messaging, you need to have a solid, reciprocal relationship with the customer and if that relationship goes sour (think break-up) then every aspect of the relationship is compromised.

I no longer shop at The Gap - or Baby Gap - and I certainly don't read their email. I won't even open the email to unsubscribe from it. I just delete it. And will continue to because I don't feel it necessary to spend the time to open the message and scroll to the bottom to click the stinkin' link. No compelling subject line, no great offer, no specific creative format will change the fact that our business relationship is over.

The resolution? The customer IS always right - and every touch point can be negatively impacted - even your email. So if your email conversion isn't so hot - it may have less to do with your email strategy and more to do with your customer approach. Relationships are a two way street - don't forget it!

The Email Creep Factor

The Hunt

So, as you know, I've recently struck out on my own to launch The Email Advisor and in doing so found myself in the predicament of needing to get health insurance. So in lieu of talking to an insurance agent, I jumped on eHealthInsurance.com - filled out my information and waited to get my quote.

The Skunk

Within minutes of hitting submit, I received nothing short of a dozen email offers from independent agents offering me the best deal on my health insurance. That isn't entirely unusual - we are all used to auto responder emails and have even gotten used to ignoring them. I disregarded the emails and went on with my evening...then the phone rang. It was 9 PM on a Tuesday night. I didn't recognize the number, but had to pick it up so the ringing didn't wake up my sleeping children. It was a man. He said, "hey it's Tim," as if I know who Tim is. He proceeded to tell me that he noticed I submitted a request for information about health insurance and wanted to review all the details right then and there. I quickly hurried him off the phone as I began to worry that the call was coming from inside the house!

The Resolution
Look, we all know that big brother is watching in some way, shape or form. Our web browsing behavior, our search behavior, whether or not we've clicked a link or made a purchase is open game for targeting marketing messages. The key for marketers is to be discreet about it. Use that information to customize an offer or an experience and do not call direct attention to the creep factor. Had Tim taken a few minutes to read my application he would have seen that I have three kids - a three-year-old and fifteen-month-old twins and should have quickly realized that a 9 PM phone call was not a good idea. Needless to say, Tim did not get my business-and never will-sorry Tim!

View on PDA experience falls short

The Hunt

I am an avid fan of all things Crate and Barrel and that includes my email from CB2 – but I am admittedly behind on my “for fun” email reading. I had a unique chance to spend some time with my personal email today and at first glance was really pleased to see that CB2 was including a link in the header of the message to view the message on a handheld device – here they said PDA, semantics. While I wouldn’t necessarily consider the language best practice (can we, as email marketers put "click here" underlined and linked - to death?) – it was there – and with so many marketers not including language to address this today, it made me smile to see it. Then I clicked the link, and entered...

The Skunk

Let’s face it. The folks at CB2 have proven that they can write an email. While their messages are pretty much all images, which is not in line with best practice, it works for them. They have a fun tone to their writing and it is typically very engaging. But what you see below is the text that is linked to from the HTML message and it just falls flat. There is no follow-through with the tone and without the images, the descriptions provided (or lack thereof) make it really useless. Flex Sofa $999 really does nothing for me.

The Resolution
Provide a more intriguing experience for your customer and some descriptive copy. You know that the message is likely being read on a handheld device, while on the go, so call it out – for example:

We know you’re on the go and not likely to buy a sofa right now but we’ve got
some great stuff on sale that will help you flex your space from $29.95 to $999.
And if you happen to pass by a CB2 while you are out today – check it out for
yourself - if not you can see it all in your inbox when you get back home.

Putting the handheld link at the top of the message is a great first step, but you need to follow through; after all, the handheld page is still an extension of your brand.

Don't Forget the Unsubscribe Laws Have Changed!

The Hunt

I was on a purging mission recently, unsubscribing from communications that I receive at multiple email addresses to reduce my receipt to only one - go figure! But as I was working through this process, I found a disturbing fact - many email marketers have not yet revised their unsubscribe practices to require nothing more than email address to convert the request. This was a clarification to the CAN-SPAM law and went in to effect on July 7, 2008.

The Skunk

Most noteworthy of offenders was American Airlines. A message I received on August 14, 2008 included a link in the message footer that simply said unsubscribe. When clicked, it takes you to a page that requires you to enter your AAdvantage Number and a Password before you can proceed to the unsubscribe function. Here is the screen capture current as of August 19, 2008:

The Resolution
Fix your unsubscribe process American Airlines! Not only is it annoying that I need to dig up my AAdvantage number to actually get off your mailing list, but your process isn't even legal any more! Keeping your unsubscribe process simplistic, easy to find and easy to convert make for much happier customers. Just because someone no longer wants to receive your email, doesn't mean you are losing them as a customer. You need to keep the experience pleasant at every touch-point. A bad experience with your email program today can result in negative brand perception tomorrow. And let's face it, no one can afford that. No matter what the price of oil is!