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Case-In-Point
PointClear Values Service, Flexibility
When Atlanta-based PointClear was looking to expand its emarketing capabilities, the sales and marketing services firm conducted an extensive search for the right technology partner. PointClear, a company that helps business-to-business companies generate and nurture qualified leads, had several key criteria in mind.
"There was a level of functionality we needed. We were looking for robust emarketing and online surveying capabilities," said Dan McDade, CEO and president. "And equally as important was value. We needed favorable pricing to efficiently deliver for our clients."
Sevista filled the bill … and more. "Sevista had the features and pricing we were looking for, and something perhaps more important: The Sevista team gives us an unparalleled level of client service," said McDade. He noted that PointClear especially values the care, attention and support that are integral to Sevista's business philosophy.
"We've learned we need more than just an engine to help us get results from our multi-touch approach to marketing and sales - we need a true emarketing partner," said McDade. "Emarketing is critical to the success of the campaigns we conduct on behalf of our clients, and those we use to generate our own leads. Emarketing is a vital part of our mix, and Sevista is the right partner for us." |
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 E-marketing
Best
Practices
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Designing Email for Outlook 2007
This time last year Outlook 2007 was the new kid on the block. Although somewhat of a trouble maker, it was relatively easy to dismiss the affect it would on have email campaigns because of the relatively small number of desktops using it. Now reality is setting in. Outlook 2007's marketshare is growing and with it the level of consideration demanded as you construct your email campaigns.
If you're unfamiliar with this issue, allow us to recap. Outlook 2007 now uses the Microsoft Word rendering engine. Despite having used Internet Explorer as the rendering engine since day one, Microsoft chose this version of Outlook as the time to break that trend. Not surprisingly, Word's rendering engine behaves differently in several ways. Below are some examples:
- No support for background images - Both in the body of your HTML or in single table cell, background images will not render.
- Unpredictable behavior for nested tables - An example of this would be how background colors are set at an outer table will be dropped for the inner table.
- No longer supports float or position - Float and position in CSS do not work in Outlook 2007.
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Leveraging
Sevista Functionality |
Personalize the subject line or content of your email campaign for better emarketing results.
Sevista contact, demographic and custom fields can be mail merged into the subject line or body of your campaign emails. This personalization attracts attention and drives response - in fact, this sort of personalization can increase open and click rates by as much as 3 percent.
Compare the impact of a subject line that reads "John, check out our latest offers," with one that reads "Check out our latest offers." Compare body content that embeds the recipient's name "Dear John" with a generic version. Using someones name makes the email relevant, and more likely to be acted upon. |
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(E-marketing Best Practices continued)
- Animated gifs don't animate within the email.
What's the bottom line? Being aware of the changes and limitations, so that you can design and code according. Keeping your HTML as simple as possible is the advice we give to clients. That, and testing your email campaigns thoroughly to learn, and avoid surprises.
Microsoft: Word 2007 HTML and CSS Rendering Capabilities in Outlook 2007 |
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E-Mail Tips 