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Main > Archives > 2004 > November > eMarketer Gives Good Data But Fails On A Different eMail Marketing Front: Download Time

Tuesday, November 02, 2004

eMarketer Gives Good Data But Fails On A Different eMail Marketing Front: Download Time

I just received an email from eMarketer chocked full of good data. While the email contained some good data it failed on a few general rules about email marketing. Here are the two rules they failed to abide by.

eMail Marketing Dont's

  1. Don't bog down the email with lots of graphics requiring a high speed internet connection. eMarketer's Election Day Special email took forever to load, even on my high speed internet connection. The cause was their server running slow and because the email had a ton of navigational graphics it took quite a while to load and thus I lost interest.

  2. When providing data, don't put it in an image format. Put it in text format so that in the event of a bandwidth issue by your email hosting provider the user is able to immediately parse through the data and you've immediately peaked their interest.

  3. Lastly, don't make your email an exact copy of your website. The email is not meant as a full replica of your web site but rather a snapshot of important data the reader is interested in. Thus, make the format of the email minimalistic so as to not distract the reader from the original intent of the email, which was to tell them something. eMarketer took up over 75% of my preview window in Outlook with a banner ad (advertisement) and their nasty looking graphical navigation. Man that's annoying.

Remember what you were taught in school. K.I.S.S. - Keep It Simple Stupid!

This is what the email from eMarketer looked like in Microsoft Outlook.  As you can see there is no way to determine the intent of the email in preview mode.

By Jason Dowdell at 03:12 PM | Comments (0)

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