Archive for the Uncategorized Category

Browser Competition Renders Email Previews A Necessity

Posted in Email marketing, Uncategorized on 11/03/2011 by Richard Gibson

Competition for European email subscribers’ attention is at an all-time high following an increase in browser options available to internet users. Mozilla’s Firefox recently knocked Internet Explorer off the top of the European internet browser ladder for the first time. This is partly as a result of the European Union’s competition case against Microsoft for abusing its dominant position in the browser market and because Google’s Chrome stole customers away from Microsoft as it tripled its market share in 2010.

Microsoft, conceding to implementing its Browser Choice Screen in March 2010, enabled European Windows users the choice of 12 different internet browsers, rather than simply being supplied with the default Internet Explorer option. Research from StatCounter into browser market share in Europe further highlights Chrome’s growth, mostly at the decline of Internet Explorer.

This increased competition in the Internet browser marketplace is excellent news for the internet industry and European consumers, but it poses a huge problem for email marketers competing against fellow marketers for email recipients’ attention. They need to make sure their emails appear flush in Firefox and not gobbledygook in Google Chrome.

Potential customers will only engage with a brand if they can easily read, understand and digest marketers’ messages. The key to achieving this is ensuring all emails render properly in whichever browser. To avoid being inundated by customer complaints and to increase response rates, marketers must now ensure their email campaigns are fully compatible with more than 50 email interfaces, including mobile environments like Blackberry and Windows Mobile.

Naturally that’s the reason Return Path continues to develop and enhance Campaign Preview, which enables marketers to assess how their emails will look and function in different internet browsers. Problem links and poorly formatted images can be identified and rectified before hitting the send button – not only to avoid being consigned to spam filters, but to keep the brand’s identity intact.

Any marketer that hasn’t been worried about how their emails appear in all interfaces, be it online internet browsers or mobile formats, needs to start doing so. Bad rendering delivers a bad user experience for the recipient.

With internet browser competition ever-increasing, the race is on for marketers to ensure their emails stand out from their rivals in the inbox. Marketers must make sure all their emails render properly so that every email they send is readable for every single email user on their database. Those that don’t will be left behind in the competition to attract email subscribers’ attention.

This blog post was originally written for the Return Path In the Know blog and can be viewed here.


First post, a welcome

Posted in International Marketing, Uncategorized on 31/12/2008 by Richard Gibson

Welcome to this Direct Marketing Blog.

What this blog is about

This blog is about the several aspects of marketing, specifically direct and interactive marketing that interest me the most. Subcategories would include email and other forms of digital marketing and database marketing, that although may be seen as separate disciplines are for my purposes parts of direct marketing.

I am equally interested in B2B as well as B2C domestic (UK) as well as international direct and interactive marketing so will blog on those topics, amongst others.

Why I have set it up

Essentially as a central ‘store’ of my thoughts, contributions to articles or research that I have encountered that might be of interest. Or as Gerry McGovern refers to it, the web acts as a kind of collective “memory” (McGovern, 2006).

Barriers that I may face

Like everyone else, time is short so as I type this I am slightly worried about keeping it updated frequently enough. I want to ensure that I keep the content good, trustworthy and above all interesting. What worried me a little piece of information in Gerry McGovern’s book that websites published by individuals are in the main “trusted by only 9%” (McGovern, 2006).

I am also concerned about not being negative or overly critical. I think it could be a little too easy to critisize campaigns run by others, so that is something I want to avoid. If I do post campaigns I plan to share what I like about them, what I felt were the positive aspects either from a marketing standpoint, a recipient standpoint or both.

Further because I want this blog to act as a store, I do want to republish some thoughts or articles that may have been published elsewhere. When this happens I will make reference to where the article first appeared. I also intend to fully reference any book, journal or white paper articles or reports that I may find or use.

I hope that it will evolve over time and look forward to seeing what becomes of it. I have deliberately decided to try a new platform after having several blogs hosted on different platforms. Thus far I have been impressed with WordPad.

References used in this post

McGovern, Gerry (2006) Killer Web Content, London, AC & Black.