Email from a curtain company left me in the dark
Posted by Rob Ropars on November 30th, 2009
I received an email from smith+noble, a great purveyor of drapes, curtains and all things window covering. Several things jumped out immediately when I opened the email.
The first issue is that the entire email is image-only. Many spammers send all-image emails to avoid spam filters looking for specific words/phrases common to spam. Spam filters adapted to this move by looking at the balance of images-to-text in emails and the balance of text between the HTML and text-only versions. The fewer words you use, the greater the risk you will potentially be seen as a spammer. 
The second issue involves their use of alt tags or “alt text”. This simple coding addition allows HTML software, browsers and email clients, to show text if images don’t load. Not every email client supports alt tags, but it’s best to use them nonetheless for those that do. This is a great way to reinforce your message and what’s in the unloaded image. Intrigue me. Make me want to click the link to view that image. Although they did use alt tags, they used the SAME alt tag for each and every image (“smith+noble”): yeah I got it…you’re smith+noble. I felt like I was in a Twilight Zone episode were suddenly everything had changed to their name.
And finally there was no “pre-header text.” This newer technique for email design suggests using some short simple text at the top of an email. It helps recipients scanning emails via preview panes consider whether to scroll down or open the email by giving a quick preview of what’s to come. For many mobile devices not yet fully HTML-compatible, the first text in your email may appear in those tiny display windows. Having short but detailed text at the start of the email improves their experience and hopefully will encourage them to take action.
When I saw the from name and the subject line, “Save 15% to 60% – our Summer Sale gets your windows ready for Fall!” I was initially excited and intrigued, but as soon as I opened the email, I was looking at an ocean of “smith+noble” references and just stared like a deer in headlights. I would have to view images, another action after opening it initially to see anything more. People are in hurry and the more they can see and take action on immediately, the better your chances of a response.
I understand that given their product, images/visual impact is critical for this great etailer. However, with some optimization, this email could really have an impact regardless of images being loaded. If they had included great copy and visible links/calls-to-action, I could have started shopping immediately. I just hate seeing great companies not taking advantage of simple strategies to optimize their efforts.
If you are wondering how your email would likely fare when deployed, we are always happy to review a campaign and provide a detailed report on what we’re seeing (or not seeing as the case may be). If you’re interested in a review of your email efforts simply request an EmailCOMPASS report by clicking here.
