I was looking at the email marketing campaigns in my inbox thinking to myself, "I hope that our users don't look to the big boys of retail to copy their email campaigns because, well, they're just wrong."
Will someone tell these guys to stop using image-only emails for their campaigns? Sure they probably pay fancy agencies to do wonderful-looking work (they are pretty) but these guys for sure aren't up to snuff when it comes to creating email marketing campaigns for deliverability.
Return Path shows that "image spam" is going to make even more recipients shut down images by default, particularly on unknown senders.
I'm announcing the winners for prettiest email campaigns that many recipients will never see.
And the winners are.....
| Neiman Marcus | |
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Neiman as it appears in my junk folder
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Neiman with images turned "on"
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| Frontgate | |
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Frontgate as it appears in my junk folder
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Frontgate with images turned "on"
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| Brookstone | |
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Brookstone as it appears in my junk folder
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Brookstone with images turned "on"
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These emails appeared in my junk folder because many ISPs will actually filter you there for image-only emails. The "big boys" of retailing don't necessarily have it down when it comes to email marketing best practices so you may not want to look to their campaigns as a source of creative ideas. Check out more on deliverability.
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