Last week I mentioned a Smith-Harmon report about how to handle email when going out of business. I mentioned at the end of the post that I was pleasantly surprised at how well done their email program was. Let’s walk through the process.
How does their process incorporate best practices?
- They don’t require full personalization information during signup
- They provide a choice for users to subscribe to their newsletter (unchecked box)
- They provide information about frequency of email (monthly newsletter)
- They provide information about the content (email marketing tips, news and research)
- They provide an opportunity to opt-out of sales contact
- The page is well branded, but not cluttered.
- Good use of header space
- Clear welcome message on left and in main image
- Provides useful content (10 ways to improve your creative)
- Links to books
- Good use of images, not too cluttered.
- Important information is in plain text
- Alt tags in use
- Format still looks good when images are off
Clearly, Smith-Harmon have spent a lot of time on their email marketing program. Kudos to them for a well designed, well implemented email program. With such care given to the parts that many marketers overlook, I can only imagine how useful the content is going to be.