Is the latest email from Michaels ready to hang on the wall ?
Posted by Rob Ropars on August 24th, 2009
I just received the latest email from Michaels and wondered how a company focused in part on artwork/framing would approach email marketing campaigns. Would they ensure optimization of the preview “frame” and layout the information, have a “level” use of text and images, easy to use call-to-action links, and be a masterpiece to hang it on my wall? Based on what I saw, or rather didn’t see, I would have to think twice before decorating any room with it.
The “From Name” was straightforward and to the point “Michaels”, and the subject line was as well “Save 55% on custom framing”. So far so good. I receive their emails to my Yahoo address, so I don’t know at this point whether they used snippet/preview text (Yahoo currently doesn’t display it), but at the very least I know who it’s from and the offer which is a good start.
Upon opening the message and previewing with the default “images off” view I see yet another “all image” email. They have done several things correct in this top area, web copy link and safe sender info, but there’s a lot that’s missing. There is in fact no snippet/preview text so in those emails that display this element, such as Gmail, recipients probably saw the first available text,“This message contains graphics. If you…”, gripping.
I don’t see an alt tag for their logo/company name which is odd. Most marketers have that top left in an email to reinforce brand/name ahead of the message info, but when I view images I was sure I would see where it was lurking. What then follows is a “ladder” or “bookshelf” effect of multiple missing images without alt tags that looks terrible. I don’t know whether to guess what’s missing, climb up on the roof or start shelving books.
Scrolling down I see a middle section with an alt tag stating “55% off custom framing” (again should be HTML text not an alt tag for maximum visibility) but still nothing to click. It does reinforce the subject line so there is a consistent flow into the body, but it’s just a statement lost and alone in the middle of the email.
After that I see a lot of missing images without alt tags, some HTML text with steps which I guess I’m suppose to associate with the last section’s copy. Oh, these must be steps involved in “custom framing”-now I can scroll back down and read on…after I increase the font viewing size in my browser several times… Must be getting old, but small fonts are not user friendly (in particular with the amount of aging internet/email users out there it is important to have fonts that users can read).
Then near the bottom is an alt tag that is the first real clickable item in the email (“Get your coupon now”). There’s a coupon? First I’ve heard of it. And I guess I’m supposed to tie it all together that to get the 55% off custom framing, I need this coupon. It’s a small point, but I think direct copy that avoids people having to ponder/wonder/question is best. A simple reference in the middle to the offer involving a coupon would help connect the dots.
But beyond that issue, the call-to-action is located at the bottom center of the email. The goal should be a short, easy-to-digest email with a clear link action that’s accessible early and can be repeated. Having that link in the snippet/preview text and the header would have given the busy recipient the ability to get that coupon faster. I realize Michaels may have been thinking that by placing the link at the bottom they’re forcing people to view images and scroll down. In reality they’re very likely also losing people who are too busy to go on a scavenger hunt for a link to click.
The navigation links at the bottom could have also been at the top as a neat row under the headline/logo bar, but again with fonts that are actually easy to read. Those are so small they’re actually painful to read. If they’re not that visible why include them? They’re a valuable addition to your email giving recipient more options to visit your site. Make sure they can see and read them.
They did include most of the CAN SPAM/footer requirements and best practices, however they are telling people to not reply to the email. I see this quite often in email marketing, and it really makes me feel like I’m not part of a conversation. It’s cold and impersonal and makes me feel like I’m being talked at not involved in a dialogue. They also didn’t include an email address to contact them which adds an element of interaction. And as CAN SPAM requires marketers to allow people to reply/contact via email to opt-out, in addition to a link and postal address, this is problematic.
Overall, I have to conclude that this email isn’t going to be hanging on my wall any time soon. There are multiple changes that need to be made in order to ensure that it’s a genuine work of art.
