27

Jan

2019

Having a database of customers who you can talk with, away from the noise and clutter of social media, is the ultimate game plan for businesses. 

You ‘own’ these customers, you’ve worked hard to get them. Treat them well.

If you are sending emails regularly from your business email en masse, don’t.
If you are sending out PDFs, don’t.

Not only may you be jeapordising your email server, creating an unfriendly medium for your well earned customers, a manual head-ache to address sign-ups and opt-outs, you aren’t measuring a thing.

How many customers opened the email, clicked the links? What is the most popular content, did it generate sale leads or direct purchase?

If you are not using the likes of Mail Chimp (or another email broadcaster, there are many) you are doing your business a disservice. An HTML email to your database is essential.

HTML Emails

HTML stands for ‘Hypertext Markup Language’. It is a standardized system for tagging text files to achieve font, colour and graphic. HTML code is the primary language used on every website – but in relation to emails, are neither a website or a microsite. They are a readable online ‘page’ in laymans terms: easy to open in your web browser and coded well, don’t ‘break’ upon landing in a variety of email servers.

HTML coding

Template vs Hand-Coded

There are many free HTML templates, tempting I know. 

Be well considered when making your decision. Mail Chimp for example will have numerous adaptable free HTML templates – they can be branded and stylised to suit your business. It sounds too good to be true.

Correct. Be sure to do your research. Mail Chimp’s own website gives no guarantees that their coding will be compatible with Microsoft Outlook for example (one of the leading mail servers for most businesses globally).  Why does it matter?  It is all about UX (aka User Experience) so yes! After time and effort has gone into nurturing customers and finally grabbing hold of their email address for the ultimate one-to-one communication, you leave them with a potentially ‘broken’ and unprofessionally presented email, your good brand communication is undone in a single hit.

What is ‘broken’ exactly?

Free HTML templated emails can look amazing in your dashboard view but that’s not necessarily how your customers will receive it. Broken can term mangled or over-running copy, huge or missing images and gaping white spaces. This mostly occurs in Microsoft Outlook.

What is the cost?

What is the cost of a hand-coded EDM vs the cost of an underwhelming UX for a qualified, engaged customer? Huge. I personally wouldn’t consider anything less than a great UX therefore creating bespoke HTML emails combines the dependable formatting with a consistent, quality EDM.

Digital Armchair has a network of good people that can help, with no mark up. I can introduce you to an experienced coder who can create HTMLs in just a few hours, bringing cost into a realistic budget for most (from $75-$200 per hand coded HTML, depending on size). Contact Me

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  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

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