What Do Your Emails Say About You?

Fiona Robson

In my last DMA blog I made the mistake of highlighting the “branding” gap in Apple’s emails. And I was duly punished by the “Apple gods”, who caused me to drop my new iPhone 5 in the loo. Actually, a recent YouGov survey showed that 21% of people check their emails in the toilet, and I can tell you that there are literally hundreds of web posts advising on how to repair iPhone water damage. So, though it probably wasn’t a personal punishment, I’m certainly going to be more careful about what I say in future.

But I would still like to explore further one of the areas that this blog touched upon, and that’s the importance of keeping consistent and relevant branding in all email communications. There’s a profusion of advice on how to optimise your email marketing, a deluge of articles about how mobile is impacting email, and a large wash of commentary about new functionality – testing, responsive design, HTML 5 etc. And this is all good stuff. But there’s not much marketing advice on how to get your employee email up to scratch, for those one-to-one customer communications, and consequently there are still many email basics that businesses are not getting right...

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