The Email Wars

This is a constant question from email marketers and worthy of monthly studies and opinions from all over the Web. DJ at Bronto covered it this week from a conversation some of of were having VIA Twitter. Yes we are all on Twitter having conversations daily… are you?

But what we talked about was: Does it work? We have seen so many clients and brands use it effectively and they have seen a lift. But then, like this Marriott email we see it done bad. This example shows (I had to circle it to show you where it was) how it can be useless. The use of fonts was so over done that I did not even know it was there until I looked at it for a third time. And did it make me feel different or want to take an action? Nope. It was a poor execution IMHO. 

But if you use it clearly and it stands out I have seen where it does work. It is not about the fact of doing it… but doing it right. Make it POP. 

They also add in two other elements I wanted to highlight. They use of subscribe by RSS, which I love the idea, and the manage your email preferences. I love these two elements, but they are hidden and to me… useless in the execution. It feels like they threw 6 designers at this email and came up with a different font size and color while at the same time they had every stake holder at the review table and added everything they each wanted in the creative and messaging. 

Keep it simple. If you want to use personalization and get the conversions, design smarter and make it count. This email could have been 3 different campaigns targeted to different segmentations. Maybe I am just an email snob… what are your thoughts?