Is Your HTML Broken?
Unless you have a system in place to catch errors, you might be surprised at what your email recipients are seeing.
Unless you have a system in place to catch errors, you might be surprised at what your email recipients are seeing.
As you can imagine, we get zillions of HTML emails in our offices, which lets our IT department analyze them for problems with both their design and delivery. Lately, we’ve noticed a dramatic increase in the incidence of HTML emails containing assorted errors — errors that can not only turn people off, but can also create delivery problems. As marketers, we liken these errors to newspaper ads where pictures are missing; TV spots without the company or product name; a call to action with the wrong 800 number; or direct mail pieces with typos and misprints.
The blunders we are seeing range from careless typos to links that don’t work, from graphics that don’t display to problematic coding that affects the way emails appear when they arrive. Some of the email messages we receive contain so many of these problems that users were unlikely to read them even if they were paid to.
As I was writing this column, a couple of reports crossed my desk, including one from email service provider Silverpop concluding that 42 percent — that’s right, 42 percent — of HTML emails contain major errors such as missing graphics or raw HTML code.
Yikes! That’s a huge number, and it indicates that many email marketers and publishers are sloppy. That’s certainly no way to run a business! And, by the way, many ISPs have developed systems that spot these errors and filter the emails so they never reach the targeted recipient.
If you’re thinking that these kinds of problems never happen to you, think again. They happen to everyone. Fortunately, this issue, unlike the spam dilemma, is easy to fix. It doesn’t cost much and everyone can do it, but it does require carefully implemented protocols.
Simply put, there is absolutely no excuse for letting emails go out — especially in large quantities — without testing them. We’ve implemented this at our company and it does catch the errors. That’s critical if your company, like ours, sends out tons of email.
What you need to do is create an HTML email testing program. It needs to be thorough and rigorous. It needs to be implemented as a standard part of your production schedule, and you need to allow time for it to run, without deviation, every day — especially when you are sending out complex and larger content emails. Here’s how:
This is so critical because, according to IBM, 95 million people rely on Lotus Notes, and an additional 35 million or so use various incarnations of AOL. Based on those numbers alone, some of Silverpop’s findings are downright scary:
As I said earlier, it’s an easy fix. Yes, it takes time. But it’s well worth it to make email marketing more successful in 2003.
If any of you can think of other errors folks should be looking for, let me know and we’ll include them in a future column.
To all my readers, have a healthy and prosperous New Year!