When it comes to discussions around email creative and design, you will see Creatives shutter and Programmers’ eyes gloss over. Why? Because creative for email has historically been boring. With variations in how email clients render HTML, most creative has been developed to the least common denominator. This means no fun, flashy creative - and no CSS.
Not anymore!
So the Soapbox has been a little quiet this month. My posts are typically inspired by client or prospect interaction or industry articles, publications and posts. Our strategic client base is typically pretty quiet during the last couple months of the year and I have remained relatively unimpressed with the information that is being propagated by the industry during this time. Then something hit my inbox that immediately motivated me to make a commitment and a vow to this audience and our clients. I received an invite to a webinar to review and discuss common typos and fat-fingering errors that occur when recipients sign-up for email lists. Now, this is a topic that was covered in our best practices whitepaper 8 Thursdays v1.0 nearly two years ago. Is this still considered a new topic for industry conversation? There are always going to be new entrants to the playing field that are going to need this basic kind of advice and help - but for those that have been working in the industry for a couple of years now are looking for some new insights and advice rather than just rehashing the basics. This led me to my New Year’s Email Resolution. I realize I am a little ahead of the game - but if I commit now, there is no turning back!
