Email Marketing is Changing are You Ready

email sequenceFor the last couple of years I have been using and recommending a great solution for writing good looking emails however it looks like its days are numbered.

When writing an email its important to make sure it is correctly formatted for the reader and their email client whether that be on their desktop or mobile device.

To start creating your message, you need write the email in plain text prior to submitting to your autoresponder service, this ensures none of that sneaky Microsoft code messes up your delivered email composition.

You could use a normal plain text editor, like notepad but this lacks the one crucial element for great looking email composition.

This is where Text Formatter Plus comes into to the rescue.

I have a full review of this over at my review site here but to summarise.

  • You write in its plain text editor
  • Once you are ready to publish
  • Hit the generate button

and your message is formatted to the preset width, typically around 60 characters wide.

This preset width ensures your message is displayed on desktop email clients just as you wrote it. Now, I have been avoiding using Aweber’s new message system as it felt a lot more hassle to use than the previous editor, especially when you were using Text Formatter Plus.

However when you start delivering to mobile clients, Aweber’s previous editor is not up to the job and when you start to use the Awebers new templates which are mobile responsive, your Text Formatter Plus email composition routine comes unstuck.

As you can see in the image below, when you use the generated text from Text Formatter Plus in the mobile responsive template, the message looks kind of weird, the non latin text is what has been formatted by Text Formatter Plus, notice the strange line spacing.

textformatterplus-generatedtext-awebertemplate

 

Now if we try that again but this time use the plain text editor message, as you can see from the next image the text looks far nicer both on your desktop and mobile (which is an actual screen capture from my cell phone.

textformatterplus-originaltext-awebertemplateweb

Mobile Email Message

Thus going forwards,  if you are already using Aweber message templates then I would recommend checking them on your cell phone as according to Awebers article here, earlier versions of their templates are not mobile responsive.

Another benefit of this new approach to writing my emails is that I have found another use for Evernote. I now write the majority of my blog compositions using this as it means whatever happens on site, I still have the draft posts.

Sadly this means for Text Formatter Plus it looks like its time has passed for those using mobile responsive templates. But as you know nothing ever stands still for long in marketing and technology.

 

 

8 Comments

  • Jon Crimes

    Reply Reply February 11, 2014

    Thanks Igor, very interesting article. Email marketing has never been my strong point, this is really going to help. Cheers, Jon.
    Jon Crimes recently posted..Choosing a Domain Name, how hard can it be?My Profile

    • igor

      Reply Reply February 15, 2014

      Well hello Jon thanks for visiting and great to hear you got your domain issues resolved. Email marketing has been one of my weaker points but since having read the Go-Giver, my attitude towards this has changed which should hopefully make my subscribers experience better

  • Jeevanjacobjohn
    Twitter:

    Reply Reply February 12, 2014

    I use Mailchimp, but formatting is one of the things I pay attention to. I use Mailchimp’s template feature to save the formatting. Instead of just saving the template, I added email text and formatted it, and then saved it along with the newsletter.

    So, the next time I want to add an email campaign, all I have to do is pick this template and edit the text (I wish if I had more font options…but, I understand. We can’t expect everyone to have installed all the fonts, right? One of the other solutions I considered was adding an image – write the text and add it via image, but then I can’t link to anything. I wish I could insert links to a specific portion of the image. Can we do that?)

    Anyways, thank you for the update, Igor :) Appreciate it!
    Jeevanjacobjohn recently posted..Psst, what’s in your first newsletter email?My Profile

    • igor

      Reply Reply February 15, 2014

      Well hello Jeevan, thanks for sharing you experiences with Mailchimp, its not a service I have ever used. As you point out consistency is key to building trust with our readers. I did recently test all of the pre-installed Windows fonts to see if there was one I preferred because as you point out there is little point in choosing a cool font if its not supported on the readers computer, I have opted for Segoe UI.

  • Trevor McHaffie
    Twitter:

    Reply Reply February 18, 2014

    Great post Igor. I have always had trouble with the template formatting. I use a couple different autoresponder services and the formatting is different in each one.

    I usually write my emails in iWriter which is a nice a clean app for the MAC. It usually copies over well as it doesn’t have any of the Microsoft characters attached.

    I do find Aweber’s new template editor tough to use consistently. I find it reacts differently every time I use it.

    Now that Gmail accepts images in emails I tend to use HTML formatted emails. I like for my subscribers to be able to just click a link in the email to to action on my CTA.
    Trevor McHaffie recently posted..Get Google Authorship Working For YouMy Profile

    • igor

      Reply Reply February 19, 2014

      Well hello Trevor, I resisted using the new template system for ages but by tweaking my initial writing to plain text it seems to be more stable and consistent. As you point out with more email clients allowing images its time for us to have fun with these and make our emails more unique interesting and thus more engaging.

  • Nanda Rahmanius
    Twitter:

    Reply Reply February 18, 2014

    Hi Igor,

    I saw your blog from your comment on the Adrienne’s blog.

    Well, honestly, email marketing is not my field and I do not understand completely. But, I am glad to find information about email marketing. It was like adding knowledge for me and you present it well. ;)

    Thanks for sharing this, Igor.
    I appreciate it :)

    Regards,
    Nanda
    Nanda Rahmanius recently posted..Really Useful iPad Tips You Probably Didn’t KnowMy Profile

    • igor

      Reply Reply February 19, 2014

      Well hello Nanda, thanks for your thoughts, the best advice for successful email marketing is to be consistent with your email delivery.

      Glad I could help.

      igor

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