This week, we're going to take a little tour of the newsletter sent by Esprit.
And now! This is the disasterat first glance ... without the images displayed, 21 times the same ALT-tag placed on almost all the images contained in the e-mail!
Here's what the newsletter might have looked like without the ALT-tags (it probably looks like this in some email clients):
Well, okay, it's not sexy for all that!
It cannot be stressed enough that the ALT-tag is used to display alternative text when it is impossible to display an image. But this one must make sense, qhe describes the image he replaces if it was meaningful.
Now let's see how this newsletter looks with the images displayed:
It's unfortunate! There are plenty of text in these images that could have been transformed into HTML. This would have improved the scoring of anti-spam filters and would have improved the reading. Poor call-to-action too ... without relief and without underlining.
Need help?
Reading content isn't everything. The best way is to talk to us.
Also to be noted, the preheader which is in English while the newsletter is in French.
Another big black mark is the text version which says this:
To show you the world of ESPRIT and our collections, you need pictures. That's why we only send our newsletter in HTML format. If your browser does not display the images, click here: link
Uh, now I'm confused! It's really a very dynamic text, close to people, ... but it might not be appreciated by the anti-spam filters (the nerve of the war).
A positive note to end on: a question of segmentation
Because there is one in this newsletter.
This is immediately a lot more innovative and in the air of time! Esprit takes advantage of its newsletter to try a segmentation its target by placing a simple question but capital for them: Men's or Women's Collections - which newsletter would you like to subscribe to?
We'll see if this will be followed by specific action!
