Close
Join 237,000 weekly readers and receive practical marketing advice for FREE.
MarketingSherpa's Case Studies, New Research Data, How-tos, Interviews and Articles

Enter your email below to join thousands of marketers and get FREE weekly newsletters with practical Case Studies, research and training, as well as MarketingSherpa updates and promotions.

 

Please refer to our Privacy Policy and About Us page for contact details.

No thanks, take me to MarketingSherpa

First Name:
Last Name:
Email:
Text HTML
Aug 07, 2003
Blog Post

Switching from text-only to HTML: Ouch

SUMMARY: No summary available.
Having published hundreds of articles about HTML email, I have to admit that I had *no idea* how hard doing it ourselves would be.

The design was the fun part.

First I picked a simple color palatte because it would help our brand stand out in a colorful marketplace.

Plus, fewer colors means "high value" at a gut level to many businesspeople. (Think about it, no-cost or low-cost trade magazines are colorful while valuable research reports are often black and white.)

Next I trolled the Web looking for design ideas to steal. My faves: DWR.com's newsletter, Barry Parr's MediaSavvy.com blog, and the interior pages of UnitedWayToronto.com. You guys rock.

After hours of tweaking with our Web designer Ryan Manville, I handed the HTML layout over to our email broadcast vendor.

Then the hard part began. Turns out great Web page design from style-sheet perspective is often too heavy for great email design. Oops. Also turns out folks using Compuserve or Netscape got a horrible-looking version of our HTML. Oops.

The good news is, SherpaStore sales are up roughly 70% since we made the switch last Friday. That will probably stabilize to a lot lower once people get over the novelty factor, but it's still a happy thing.

Next time I have to pound it into my head! Test much more prior to launch!
See Also:

Post a Comment

Note: Comments are lightly moderated. We post all comments without editing as long as they
(a) relate to the topic at hand,
(b) do not contain offensive content, and
(c) are not overt sales pitches for your company's own products/services.










To help us prevent spam, please type the numbers
(including dashes) you see in the image below.*

Invalid entry - please re-enter




*Please Note: Your comment will not appear immediately --
article comments are approved by a moderator.

Improve your marketing

Join our thousands of weekly Case Study readers. Enter your email address below to receive MarketingSherpa news, updates, and promotions:
Note: Already a subscriber? Want to add a subscription?
Click Here to Manage Subscriptions