Animated graphics

Microsoft moves the goal posts on Marketing eMail design.

Until recently animations worked well in most eMail programs. Microsoft, however, changed the rules with Outlook 2007.

Mircrosoft Outlook 2007 on longer uses the browser to display eMail. Citing security issues Microsoft changed Outlook 2007 so that, unlike it's predecessor Outlook 2003, it will not render animations in either GIF or Flash formats. But it does not stop there, Microsoft Outlook 2007 will not display background images. Neither, it seems, will it display images or photographs which have been hyperlinked. Coupled with it's restricted capabilities to implement Cascading Style Sheets (CSS) the business of designing marketing eMailers appears to have taken a backwards step.

As a designer I personally find this frustrating, however, there is little point in making a fuss about it. Outlook 2007 is probably the most predominant eMail program, so it follows that we have to design for it.

A silver lining?

It is just possible that by effectively degrading Outlook 2007's ability to render HTML and disabling animations may actually have a positive effect on Marketing eMail Campaigns.

There has been a reliance on heavy graphic messages from many of the big players in eMail marketing, which tend to be a nuisance to many recipients, even if they have specifically requested such eMail. Put this together with Spam eMails, Phishing, Malicious Attacks and Denial of Service attacks and it is easy to see why Microsoft decided to do something to help the average user.

So, where is the sliver lining for eMail Marketing Campaigns? Well, I believe it is in going back to basics. I sent my first Marketing eMails way back in 1994. It was a simple, straight ot the point eMail. It said what I did, and where to look for more information. Most importantly, it used minimal graphics, relying instead on an honest approach with good typography. It was very successful with an astounding 25% response rate. I know this is virtually impossible these days because there are so many obstacles to get round to reach your intended recipient. However, to get past the masses of eMail that people are bombarded with I believe you do need to keep your approach to a simple call to action.

Keep your eMailer simple