I received an e-mail this week from a company with whom I do business regularly. The intent of the e-mail was to explain how to use a new system the company recently installed. Unfortunately, I did not receive the message. When I opened the e-mail, I saw one long tan box with the outlines of three boxes stacked sequentially inside. I could read the headers. At the top of the e-mail, I was offered the opportunity to “View the e-mail as a Web page” or “E-mail us.” A phone number was listed as well as location information. At the bottom of the e-mail, the firm listed its mission statement which was squeezed horizontally and unreadable.
This e-mail contained a critical mistake. It was sent in an HTML format. The person who designed it assumed that all recipients could receive HTML only e-mails. If they could not, the person assumed that adding the opportunity to “View the e-mail as a Web page” would suffice to handle those who did not receive these e-mails.
I don’t think it will. I know that I will not take the time to go an extra step to receive the information the company was sending. Having to take that step is annoying. I am already irritated that I must adapt to a new system because they company made changes. I don’t understand why it made the changes. The fact that the company made these changes and hasn’t told me “What’s in it for me” that they did adds to my irritation.
The situation appears to be something I must take time to learn and change my habits to adjust to it. The thought of that annoys me. Not understanding why increases my annoyance. This HTML only e-mail made me feel even more in the dark. How difficult is this whole process going to be? I wondered.
If you want your e--mail messages to be received and read by your intended recipients, do not send them in HTML only format. At least send them in text and HTML format. While graphics look appealing and supposedly reinforce your brand, neither is true if the recipient can’t receive your message. Send your message in a way that can quickly and easily be consumed. Be concise and to the point. Don’t use empty, hyped phrases. Give the guts of the information and do it fast.
E-mails are not advertising. E-mails are communications with individuals. Create them and send them like you are talking with a customer.
This week's marketing trivia challenge is What e-mails have you received that did not quickly give you the message? E-mail me your answer.
This e-mail contained a critical mistake. It was sent in an HTML format. The person who designed it assumed that all recipients could receive HTML only e-mails. If they could not, the person assumed that adding the opportunity to “View the e-mail as a Web page” would suffice to handle those who did not receive these e-mails.
I don’t think it will. I know that I will not take the time to go an extra step to receive the information the company was sending. Having to take that step is annoying. I am already irritated that I must adapt to a new system because they company made changes. I don’t understand why it made the changes. The fact that the company made these changes and hasn’t told me “What’s in it for me” that they did adds to my irritation.
The situation appears to be something I must take time to learn and change my habits to adjust to it. The thought of that annoys me. Not understanding why increases my annoyance. This HTML only e-mail made me feel even more in the dark. How difficult is this whole process going to be? I wondered.
If you want your e--mail messages to be received and read by your intended recipients, do not send them in HTML only format. At least send them in text and HTML format. While graphics look appealing and supposedly reinforce your brand, neither is true if the recipient can’t receive your message. Send your message in a way that can quickly and easily be consumed. Be concise and to the point. Don’t use empty, hyped phrases. Give the guts of the information and do it fast.
E-mails are not advertising. E-mails are communications with individuals. Create them and send them like you are talking with a customer.
This week's marketing trivia challenge is What e-mails have you received that did not quickly give you the message? E-mail me your answer.
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