Designing Email Marketing for Mobile Users
Thursday, October 25th, 2007
Tamara Gielen of BeRelevant!, a blog focusing on best practices in email marketing, cited a range of statistics on business-to-business (B2B) email in a post this afternoon. The item that really caught my eye was the following stat:”The percentage of business people who regularly read business emails on their mobile devices (keyword “regularly”) was 37%, up from 30% just a year ago.”This is a significant percentage to consider for anyone sending marketing emails to customers, clients, etc.
Much has been made in recent months in garnering across-the-board support for CSS standards in HTML (graphic) emails, but marketers need to pay just as much attention to the mobile user. While some mobile devices fully support and render HTML emails (the iPhone is one such device that does an excellent job of this), others are very spotty in their support for such messages (my last phone, a Blackberry, regularly chewed up HTML emails into an unreadable mess).
What’s the solution? Well, ideally, implementation of HTML and CSS support in mobile email apps. That however, is a bit beyond the control of Joe Businessman. What you can do, however, is make sure you’re covering your bases with not only the graphic/HTML versions of your marketing emails, but pairing those with plain text versions. Email marketing services such as Campaign Monitor support and encourage the practice of sending plain text versions with all HTML campaigns; the idea being that mobile users (and customers who elect, on for perceived security reasons, to block/not enable HTML emails in their mail app) will be able to view the plain text version. Granted, it may not pack the visual punch of your snazzy graphic-based email, but at least the core message is getting through, right?
Here at Bainbridge Studios, we’ve begun pairing plain text versions with clients’ HTML emails in a number of cases, and are in the process of updating our workflow to implement this practice across the board. Our goal is to send both HTML and plain-text versions of all customer marketing emails before the end of the year, and we’re on track to complete that transition.
We feel that’s the best way to offer full value to our clients for their email marketing practices and to insure that their messages are read by the widest audience possible.
Separated at Birth?
Thursday, October 25th, 2007
This isn’t the first time that Sony’s been nabbed for taking inspiration from Apple for its marketing (and Apple’s not immune to criticism here either), but I suppose imitation is the sincerest form of flattery, no? Below is a promo photo for Apple’s second generation iPod nano and a recent promo shot of Sony’s Cyber-Shot digital cameras.
(via Engadget)
Google Reconfigures Its PageRank Algorithm
Thursday, October 25th, 2007
Google has apparently rolled out a fairly significant change to its PageRank algorithm, which is a major contributor to ranking websites in user search results. Changes in PageRank can cause significant alterations in traffic to some websites, and that appears to be the case with this latest change.
Lots of folks are weighing in on exactly what may be the specifics of the change in the algorithm, but right now it appears that sites most significantly hit are those that either: 1) sell text links to other sites; and/or 2) have a high rate of links between blogs/sites on the same network. For example, a number of prominent technology blogs, such as Engadget, are a part of large network of multiple sites and employ a large number of “cross-site” links on nearly every page of their sites. In many ways, this is a means of “beating the system” to improve Google search rankings, as Google’s search algorithm rewards sites which feature large numbers of incoming links (from other websites). It looks as if it’s now (more-so than ever) important that those links be from true outside websites (not other sites owned by the same company or apart of the same network).
This is clearly something that will most significantly impact some of the larger players in the blogosphere, particularly any companies whose revenue model is built entirely on Google ad dollars. Despite this, it should also be a lesson to smaller companies and websites that their search engine rankings can be impacted and that they should focus on developing quality incoming links to their site in order to best increase their search rankings. Relying on manufactured outside links simply doesn’t cut it any longer, and it shouldn’t. Good for Google for correcting this loophole in their algorithm.
(via Kottke)
First Verizon and Sprint, Now AT&T: Vonage Faces Another Patent Infringement Lawsuit
Saturday, October 20th, 2007
The major telephony players continue to pile on Vonage, the seemingly lame-duck leader in U.S. VOIP (Voice Over IP) service provider. After losing a patent infringement case to Verizon and reaching a settlement with Sprint Nextel, Vonage is now facing another round of litigation, as AT&T filed a lawsuit Friday alleging infringement of a number of their patents related to accessing IP phone networks with traditional telephones.
In many ways, it’s a shame that Vonage continues to get beat down by the larger phone companies. While some have offered competing VOIP services, in most cases they’ve not offered the competitive pricing and feature lists that Vonage brought to the table (which isn’t entirely surprising, as VOIP technology is a direct challenge to their established land-line and cellular businesses).
As a small business, we’ve found great value in many of the services Vonage offered. Bainbridge Studios’ primary phone services have been provided by Vonage since early 2006 and the flexibility they offered, including the ability to manage voicemail and call logging via a web-based dashboard, the flexibility to offer additional phone lines in multiple area codes and email notifications of new messages are all features we’ve made great use of.
Given their increasingly rocky standing and the non-stop barrage of litigation, we’ve begun seriously considering alternate providers for our phone services. Whatever alternate provider we ultimately choose, it’s unlikely to be one of the traditional phone companies, as they simply don’t seem willing to offer the same kind of value and service options that Vonage has. And that’s a shame.