Can everyone read your emails?

If like me you are a golf fanatic, the chances are that you have subscribed to a whole range of golf based email newsletters. And if like me you are very busy, the chances are, you check your email on whichever device comes to hand. For example, this morning I have already checked email via iPhone and webmail.

Today is a Friday, so must golf clubs and golf brands are sending out their weekly email designed to get us all excited about the prospect of playing, practising and watching at the weekend. What has struck me this morning is that out of the 10 or 12 emails received so far today, not one of them could be read properly on my iPhone. As golf is a highly visual sport, sending out emails that are then only partly delivered is pretty much a wasted exercise.

As you can see, I’ve included an email received this morning from Titleist, so it’s the big boys that are getting it wrong just as much as the smaller brands.

Just think for a moment about how many emails you automatically delete because you can’t view the content properly. Now, how many of your readers are doing the same with your emails.

In the spirit of fair play, I’ve also included a copy of the Titleist email in all it’s glory.

As you can see, the correct version of the email looks great and yes, I probably would click on some of the links to discover more about the Titleist pros and clubs. I play Titleist DCi990 irons and Pro V1 balls so I’m a committed Titleist golfer.

But it doesn’t need to be like this.

If you are using an email marketing platform to deliver your message, make sure that it is designed so that when an email is sent out, it delivers the right format for the type of device that is being used to read the email.

At the basic level this could mean that the email is delivered as plain text to an iPhone, Android or Blackberry but when viewed on a PC you get the full experience. A slightly more sophisticated system can deliver an attractive email to these devices and the fully featured email to computer or tablet.

So, how are your emails delivered, and more importantly – how many of your subscribers actually read them and react to them?

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