Return On Subscriber – Email Marketing Blog

If you are farmilliar with the ABC show, Extreme Makeover: Home Edition, you know that Ty Pennington (usually shirtless) and his crew come in and completely tear down and rebuild a home to the unbridled excitement of the owners. Rebuilding a website is a similar process. Maybe I’m strecthing, but I thought it was a good analogy.

After the jump you will see the before and after of the website redesign of the Alima Cosmetics webiste developed by eROI. Orders for the new site are up 15%!

Here is what Kate O’Brien, the owner of Alima, had to say about “her new house”. “I can’t tell you what a pleasure it has been working with the team at eROI. We’ve had lots of wonderful feedback on the new site, and find it easy to use both from the front end and through the admin area. After working with several other firms, I especially appreciate eROI’s first rate support. Whenever a question or problem arises, it is quickly and professionally resolved, a great relief when my business is so dependent on having a smoothly functioning website.” – Kate

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We have been on the online media list for years and they ask people to renew subscriptions (a great way to make sure you only are sending email to those people actually reading it). Most of the time the creative looks good, the subscription reminder is front and center, but take a look at the image below (this image was taken on a widescreen with the image opened to a full screen). All of the content of the newsletter is pushed out to the far right. Now, in a preview pane in Outlook it is pushed entirely past the readable area and it looks just like a reminder. There is a huge missed opportunity here and it could have been resolved with a simple break in the HTML. What are your thoughts?

Many Email Marketers lead off an email with a link to “view the email as a webpage” or “If you are having trouble viewing this email, click here.” This has shown to be an effective strategy, as this link will usually rank highly in CTR stats.

Another trend is also asking the subscriber to add the email address to their address book or safe-sender list. I don’t know about you, but I’m not sure I know If I have a safe-sender list. What exactly do I need to do?

I think Bose did a great job of adding a link to instructions for all of the widely-used email clients to ensure delivery.

To ensure you receive our emails, please add Bose@email.bose.com to your address book. Click here for instructions.

A good idea I thnk is worth copying. As more and more ISP’s deal with delivery issues, anything you can do to establish your relationship, the better.