I’ve been asked the question many times. What’s the worst thing you can do as an email marketer?
I don’t know what would be the worst possible thing you could do in email marketing is. I do know that there are a lot of companies doing very poorly. I do know that there a lot of things you can do that are very negative. Probably the worst thing you can do is avoid it.
But Metro attempted to prove that theory wrong with a recent email they sent me. It needs no introduction or lead up. Here is the email I saw when I clicked to open it:
If I don’t allow images, this is what I see. This is what everyone on their list sees first, unless they’ve agreed to see images before. Sure, Gmail is a pain in the ass when it comes to email marketing, because you are forced to accept all images. But that means marketers need to include text based information in their emails so it does not look THIS BAD.
And you know what makes it worse? It’s the way the email looks after I accept images:
It’s great. It’s a powerful, meaningful email that I am interested in. Why risk losing me at first sight?
Come on, Metro.
Grade = F, for Fix it.