The following outstanding email marketing examples demonstrate the concepts, tactics, and strategies around Defensive Design as discussed in the 3rd Edition of "Email Marketing Rules." Defensive design involves design techniques that allow an email to communicate its message effectively when images are blocked.
2. Outstanding Email Marketing Examples of Defensive Design
Defensive Design consists
of design techniques that allow
an email to communicate its
message effectively when
images are blocked
3. Outstanding Email Marketing Examples of Defensive Design
Defensive design tactics
include:
1. HTML text
2. ALT text
3. Styled ALT text
4. Background colors
5. Mosaic pixel art
4. The following outstanding
email marketing examples
demonstrate the concepts,
tactics, and strategies around
Defensive Design as
discussed in the 3rd Edition of
Email Marketing Rules.
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5. Outstanding Email Marketing Examples of Defensive Design
Ideeli uses
HTML text and
doesn’t specify
image height so
images collapse
when blocked.
6. Outstanding Email Marketing Examples of Defensive Design
Twitter uses
background
colors and HTML
text so that only
their logo and
hero image are
affected.
7. Outstanding Email Marketing Examples of Defensive Design
Mothercare
uses styled ALT
text and pixel art
mosaics to maintain
message integrity
when images are
blocked.
8. Outstanding Email Marketing Examples of Defensive Design
Bendon Lingerie
uses pixel art, but doesn’t
try to replicate
the images-on
version. Instead,
they to create a
simple heart.
9. Outstanding Email Marketing Examples of Defensive Design
PlayStation New
Zealand plays off
Transformers’
“Robots in
Disguise” slogan
with this images-
off Easter egg.
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11. About
Email Marketing Rules
Email marketing’s power is matched only
by how incredibly misunderstood it is.
Updated and greatly expanded, the 3rd Edition of
Email Marketing Rules demystifies this vital channel.
Chad S. White, the author of more than
3,000 posts and articles about email
marketing, takes you step by step through
150 best practices, provides extensive
tactical checklists, and gives you strategic
frameworks for long-term success.
12. If you want to improve your email program by…
Setting the right program goals
Building high-performance lists
Ensuring your emails are delivered
Crafting relevant messaging
Automating your messaging
Developing solid workflows
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