Email Marketing Formula: Oops + Oops = ?

Early last week our Creative Director, Missy Bergen, received this email from Esquire. Here’s what she had to say along with our thoughts.

Esquire Example

1. I don’t know why I get this email, this is the first time I’ve ever seen it.

Uh oh, Esquire. Don’t you know that the FIRST rule of email marketing is sending to permission based lists? I wonder how many others received this email and immediately reported it as Spam.
The Lesson: Send to people who have requested email from you. No exceptions.

2. The top area needs a major design review. The ‘share’ icons don’t line up in the brackets and all that gray clunky text is ugly. So much white space/top part wasted.

Looks like Esquire may have forgotten to take time to test their email in multiple email clients. At the office we use Outlook 2007 and the top section fell apart in our windows. Not only did it fall apart, they wasted valuable email real estate.
The Lesson: Always, always, always test.

3. I do like the articles in the middle. It makes for easy scanning.

I agree with Missy on this one. The arrows next to the articles and the spacing make the headlines easy to scan quickly. Easy scanning means I can more quickly find the information I am most interested in and click-through.
The Lesson: Evaluate the scanablity of your email templates before sending to maximize the time your recipients spend on your email. Use spacing and creative bullets to draw attention to your headlines.

Have you receive an email oops? Send it to

About Audrey Howes

Audrey has been an active member of the Swiftpage team since September 2009. Audrey manages Social Media and special projects with her marketing know-how and design expertise. When she’s not working you are likely to find her enjoying time with her family in the mountains near Steamboat, going for a run, reading a good book, being goofy with her kids, or savoring a latte in a local coffee shop.

One Response to “Email Marketing Formula: Oops + Oops = ?”

  1. Audrey, this is a simple example of email design. Thanks.

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