Unusual sources of email marketing inspiration

Latest posts | Feed | By Mark Brownlow on September 17, 2007

Leaping joyously through the email marketing meadow today, I discovered a few rare flowers of inspiration to share with you. Not the usual suspects at all...

First up we have the forum at WebmasterWorld, where this ongoing discussion has various views on HTML email.

Note how more than one poster has abandoned HTML newsletters in favor of short text-only alerts advising subscribers that a new "email" newsletter is now available online.

It's one way round image blocking and other design issues, and is a long-favored approach of usability guru Jakob Nielsen.

Then Jeanniey Mullen takes a look at Facebook. No, not a "Web 2.0 site uses email ergo email is great" article. But one examining HOW Facebook uses email and what we might learn as a result.

Then CRM buyer has a case study of Stride Rite's email marketing successes. Nothing fancy and the marketer involved himself claims it's all just common sense.

But that begs a question. If it's common sense, how come not everybody succeeds as well as Stride Rite? The answer may rest in this quote:

Unlike many firms that see (email marketing) as a cheap way to broadcast a message designed for mass consumption, "We view it as a strategic pillar in our communication with customers and prospects."

And bringing up the rear are the folk over at EyeTools with a heat map and accompanying analysis of a typical B2c marketing email. If you've not encountered heatmaps before, you're in for a pleasant surprise.

More case studies | Tags: email marketing, email design, html email

[This post brought to you by Campaigner Email Marketing]
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