What is a web version?

You will often see at the top of an email a piece of text which says something like “If you cannot see this email properly click here”.

This will link to a version of the email in the browser and is often referred to as the web version.

Why is it needed?

Different email clients render emails in different ways. Some might mess up the formatting so it is not legible. This is certainly the case with some mobile email clients although thankfully this is quickly changing.

The other reason is if images are not displayed. While some recipients will know how to turn images on, it is sensible to give people this additional option.

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It can be a daunting experience when marketers move away from ‘spray and pray’ email marketing, towards a targeted and tailored approach using dynamic content.

However in reality if you come up with a sensible plan it is relatively pain free and easy to deploy. Here are our 10 recommended steps to get you on your way:

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One of my main responsibilities at Emailcenter is ensuring we offer our clients the very best delivery rates into the inbox.

Today it is no longer the case that the content of an email determines whether it is junked or not. It is now the reputation you have as a sender with the receiving ISP or filter that is important.

Why is reputation important? Well it’s because you can change content to bypass content filters (think of the shift in spammers technique from Viagra to V1agra) but you cannot fake your reputation.

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There are different schools of thought when it comes to using images in email. There are many people that think you should minimise the usage.

However these are normally given from a functional and technical point of view. From a marketers point of view we know that images say a thousand words and are aspirational.

So what are the reasons given by people for minimising the use of images? Lets go through them one by one and analyse if they are an issue. Read More

This video blog post, oh sorry “vlog” post is the first of a new series of email marketing videos staring Emailcenter staff.

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