Return On Subscriber – Email Marketing Blog

I received an email from Jet Blue today that is great example of how to notify your subscribers that you are changing your “From” email address that you use in email marketing.

Subject Line: We are changing our email address…

This email can serve as a template for you.  Here are the elements that make this a success:

1. Clear Subject Line – No need to get cute with an email like this.  Get straight to the point if you want them to take action.

2. Whitelist the new Address – “Add us to your Address Book” is a clear call to action.  Some brands,such as Travelocity, go as far as to show the subscriber how to do this for each email client.  That choice is up to you.

3. Provide New Email Address – Jetblue provided the address not once, but twice in this email.  I would say the only optimization here is that they sent this email from the new address, not the old one.  This may have missed the inbox for a few folks who had whitelisted the previous address.

There are many environments that do not show your “From” mask, just the email address (see AOL post). It is important to both brand the email address as well as be consistent with the address that you use. If you do need to make a change, due to a new ESP or optimization, make sure you notify subscribers in a fashion similar to this.

Various studies have reported that 25%-50% of your subscribers are blocking Images in HTML emails.  So why are so many companies still sending image-only emails?

Let’s take a look at an example of both the right way and the wrong way from JetBlue Airlines.

All Image Email

Image/HTML Text Email

You can clearly see above, that a balanced email with HTML text still gets the point across, while the all image email is basically blank. So why would a company like JetBlue, or any company which knows the best practice way to do it, still send an all-image email? Here are two reasons this happens: (more…)