Have you ever clicked open a subscribed email – I use Apple Mail, but other email clients like Outlook are also affected – and found those email newsletters aren’t displaying images? That the images that form the heart and soul of structured email content aren’t loading?
This isn’t a problem if you’re using a browser to retrieve email; Gmail, Yahoo, etc. It may show up, though, for anyone using a desktop client to retrieve and read their messages.
Of the many avenues open to digital marketing and customer communications, newsletters are the bedrock of forging and maintaining a solid relationship. A staple of Customer Relationship Management (CRM) long before digital marketing came along, newsletters are the bread and butter of consumer B-to-C, and are essential for B-to-B outreach.
As soon as the internet broke onto the scene, text only emails quickly became a mainstay of digital content. Text emails saw brief improvement when the ability to include file attachments — a format that persists today, and the most likely path of malware infection — was enabled. But it wasn’t until the web spread its wings that newsletter formats escaped constraint to printed flyers, 11×17 brochure sheets, and one color grainy reproductions.
As web site ownership grew, HTML formatting enabled communicators to offer vastly upscaled documents containing crisp graphics and multi-page copy content. Broadband, remote hosting of graphics, and HTML styling were the game changers that combined to transform how we communicate. Continue reading