Tag: testing

Email marketing news: Kindle email, Campaign Monitor mobile email design

After the big wave of tweets, posts and updates on the Epsilon email data breach (read more here), there was some other news in the email marketing industry. Among the news is a post by Stylecampaign concerning email on the Kindle, and one by Campagin Monitor focussing on how they redesigned and optimized their newsletter for mobile. See the email marketing news and posts below:

Corporate news

Benchmarkemail: Free email marketing guides, and guides by industry

Email designs / webmail clients / browsers

Stylecampaign: Email on the Kindle!?
Smashing Magazine: Multivariate Testing 101: A Scientific Method Of Optimizing Design

Deliverability / (anti) spam

Deliverability: Has Hotmail discarded the list-unsubscribe functionality?
Lashback: Epsilon data breach sparks debate
MailerMailer: My emails are being rejected by MailScanner!

Mobile

Campaign Monitor: mobile email design in practice, the new Campaign Monitor newsletter

Other email marketing news and posts

Retailemailblog: Season Finale: President’s Day 2011
Brasstackthinking: How I Pwn* My Inbox At All Times
Mashable: 6 Common Email Marketing Mistakes Small Businesses Make
Deliverability: Choice & Control: The Ultimate Email Marketing Weapon

Social media vs email vs …

Socialmarketingforum: The marketing power of online communities
Selligent: Social and email: identifying and targetting the influencers
eMarketer: what brands expect from social media followers

Finally a video again – this time with Jennifer Shaheen discussing whether email marketing and websites are dying:

H&M slipup: there is no content (but later there is)

Yesterday a tweet by the eROI people (hi guys!) caught my attention: it stated that H&M made quite a slipup in the sending of their email newsletter. What was going on? Three things according to Dylan Boyd who posted a screenshot:

The three things Dylan points out: a noreply@ address, which is still very bad (yes, even when you provide other ways for people to contact you. Ironically, at the bottom there’s the customer service address at customerservice.us@hm.com, so why wasn’t that used as reply address in the fist place?).  The second thing is the content obviously missing, and the third has to do with the no reply address again, mentioning to put it in the address book, which is pretty odd for a no reply address, right?

This landed at 5:12 Pacific Time. Apparantly H&M got wind of it and just over two hours later, at 7:22 Pacific Time, the next one arrived:

This one looks just fine with regards to the content, but no apology inside about the slipup in the earlier email newsletter.

It just goes to show that one of the golden rules of email marketing should never be broken or forgotten: test, test, and test again. There are (hopefully) still people behind all the email campaigns and newsletters, and people make mistakes. To rule out mistakes in the actual sending part a correct test sequence has to be set up, so that everything gets the green light before something is actually being sent. This way such slipups can be prevented: it doesn’t look professional in the eyes of the receiver.