SMICK.NET | Website of Mike Smick Graphics and Web Developer

HTML Email Newsletter Marketing

I’ve spent the last month doing contract work with some great people at Build-A-Bear Workshop® putting together HTML email newsletters. It’s been a good experience for several reasons. After seeing how a large retailer does things, I’m more equipped to help other clients off the ground with their marketing.  I’ve been fortunate to work with some of the best in the business there and I’m soaking up all I can. Like any other company, there are plenty of improvements to be made but I never doubt the talent that surrounds me there.  And they are all so friendly and kind.

I’ll give you some useful high level information on HTML newsletters so you know how it (mostly) works.  For starters, most companies are using service providers such as Constant Contact, Vertical Response, or Responsys for helping to manage the mailing lists and newsletter content to an extent. There are many companies, more every day who are providing these services.  I can’t tell you who’s the best, but given the competition that’s out there, I am certain you’ll find one at your price point with plenty of tools that will help you immensely. I recommend using a provider if you are wanting to create a newsletter to send frequently to a large list. Don’t send from your personal email account, because you risk getting flagged as spam and compromising your other individual sent email messages. You also want the join and unsubscribe process to be easy and obvious. This isn’t so with your contacts in your address book.

Next you have your newsletter email content.  Basically newsletters need to be created using completely old school web design methods.  Table-based layouts with minimal CSS for text styling. Graphics are good, but you’ll want to keep the size minimal so the email loads quickly.  We use GIF files exclusively, but GIF and JPEG should be fine, best format for the graphics you’re using. Photoshop has a decent slicing and HTML export process so you can cut up portions of a graphic and export it as a layout. I’m talking about this as if you’ll be generating your own designs. But you’ll find plenty of premade templates from your service provider, or online.  What’s nice about designing your own is obvious. Your marketing should look like you, not like a generic template.  If you can get the information across with a template so it’s compelling and you get the outcome you want, then who’s going to argue with you.

If you want to send a test graphical email in your personal account, giver it a shot. Copy directly from a webpage and paste into a composed message, making sure the message is in rich text mode. That should copy the content mostly accurately. There are a lot of tips out there.

My suggestions for getting things off the ground:

Subscribe to 5-10 email newsletters by online and brick and mortar retailers. Your university alumni association and financial advisor and a local community center or museum will provide plenty of diverse content. See what they are doing, look at the similarities, use of subject lines, and headline text. Look at what providers they are using. You’ll often see it in the unsubscribe url links or just in the footer somewhere.  Are they focusing on one CTA (Call to Action) in their emails or providing a lot of click-thrus?  What sort of information do they have prominent above the fold, and what is their email’s footer used for?

After you’ve absorbed from these newsletters, then find a way to use these proven methods available, but setting your newsletter apart from them. Newsletters are big right now. Everyone is trying to capitalize on them. Unfortunately most recipients don’t want to receive hundreds of newsletters from everywhere,  so you want to be interesting and create value with it. Basically have something great to say.  Are you saving people money, providing good industry information or making them aware of products and services they might not know about?  Maybe you’re just entertaining people or keeping them up to date with the company or service they already are using.

I don’t claim to have any kind of statistics on email newsletter profitability.  I know that they have been very successful in the company I’m working with. They are reaching out to a lot of people with sales, events, new products and more. But they have a big list to work from though. These communications are helping them because of all the work they’ve done beforehand generating interest. And I think given the size lists that you can acquire over time, you will be getting a lot of bang out of the work you do on your newsletters.

Do you have to send frequently?  Not necessarily. I believe you should send at the very least, once every two months for informational type content and updates.  I personally like getting newsletters once in a while from my webhosts and my real estate agent friends.  Your biggest fans and consumers might want to have information on sales from you quite frequently, maybe even more than once a week, but others might be turned off on having so much unread junk mail in their box when they were kind of luke warm about the newsletter to begin with.  But then again, you might as well take the attitude of marketing your tail off and see how people respond to it after a while.  You’re going to be using a list service so you’ll gain a lot of insight on how people react to your messages, where they click the most, who’s leaving and finding out why and how often.

November 20, 2009 at 12:49 am | media, webdev | No comment

Xara Xtreme Pro 5.1 graphics software

If you’re into the digital graphics for a hobby or work, you’ve been told that Adobe Photoshop and Illustrator are the industry standard. This is certainly true, but the “standard” doesn’t mean better in all aspects. Xara Xtreme is one of the few lesser-known alternatives that in some areas measurably outperforms Adobe’s offerings. I’ve been using it for several years. I fell in love when I saw the speed and clean interface of the program. Multiple updates over the past couple years have made it even more flexible. I always enjoy telling people about it because it’s simplicity and performance is surprising.

Some notable favorite features for me including some new ones out with the latest 5.1 version:

There are limits to Xara’s superiority. Looking at Illustrator, you can tell it has a great deal more features, just look at Illustrator’s Effect menu. But if I had Xara when I was learning vector graphics instead of Illustrator or Freehand, I think I would have enjoyed the process much more. I also believe if Adobe Flash had Xara’s tools for vector drawing it would also be a better program by far. I’ve often composed in Xara just to export to Flash in order to bypass some of Flash’s clumsiness. In short, I want Adobe to be more like Xara, just as much as I’d like a few things in Xara that Adobe Illustrator, Photoshop and even the new and free Inkscape has. I have other “underdog” programs that I swear by, but this is the big one that I happily pay for.

Downsides of Xara, first it’s only on Windows. Linux users can use an older open source free version of Xtreme, but is hasn’t been feature-developed since 2007. This free version is fast and certainly good, but it’s missing some terrific features that Windows has. Mac has no Xara and I wish it did.  Also there are some file import issues I’ve found. Fore example, sharing SVG and EPS files has given me plenty of frowns. Sure it’s not a big deal when you control everything, but when you need to collaborate with others, or send files to print, you need reliability. Also despite the type features having massive improvements over the past few years, you will find InDesign a little better for you for composing most longer documents. I could think of a few more issues, but I could dig for more in any software.

Xara Xtreme has become over the years a must-have tool. Adobe users have become converts plenty of times, after being hypnotized by its beauty.  Even though I really love most of Adobe’s collection, Xara does certain tasks better and faster. You’ll use it for full graphic and page creation, enjoy it’s speed for mockups and maybe as a thinking tool before you’d open anything else. I love working with objects, breaking them apart, modifying shapes. The projects I’ve been able to do solely in Xara such as illustrations and diagrams, I’ve nearly always completed more efficiently than I could with other tools, and with a lot of enjoyment.

www.xara.com

June 11, 2009 at 4:23 am | 3D, design, graphics, publishing, tools, webdev | No comment

Renew your plates on Missouri’s pile of trash plate-renewal website

It was that time again for me.  Renew my plates.  I used to go downtown and do it.  Then I remembered that even though the lady at the desk and the ladies at the window are usually nice (when I’m prepared), everything else in between, the metered parking downtown on shitty one-way streets, the long lines (not always though) I decided it’s better for everyone if I just do it online.  After doing so I realize that somehow the MO plates website has been made to mimic the annoyance of the real life DMV.

Here’s my walkthru because you have a few minutes.

Our story starts off ok at plates.mo.gov.  Right at the top, a single big link to “Click Here to Renew Plates Online” cool!  Or maybe not so cool.  I’ll explain in a couple points.

  1. Quickly it all goes to hell.  Next we have a long list of reasons why I won’t be able to complete this process.  A bunch of exceptions. Thanks for the vote of confidence.  Just like the mean ladies downtown.  Why not shove these on a sidebar m’kay?
  2. After the exceptions list we have the prominent “Click Here” button.  That must be it.  It has to be, I’m so tired of reading exceptions. Well actually it’s not it. ‘Click Here’ and a page tells me my renewal is not complete.  No kidding.  That’s why I’m here.  Site error? After trying that button 5 times, I realize I’m not experiencing a site error, it’s just a horribly placed and vaguely labeled button.  That button is to  check if my renewal went through. It’s for people who did this 5 days ago and want to verify the system accepted it.  Why is this “click here” button here? The first site page told me to this page to renew my plates.  If I wanted to check my already renewed status, that option should have been on the very first page.  I’ll repeat this just so it sinks in.  On the “Renew my plates” page I start off with reasons why I might not be able to renew and then just under that we have the unlabeled link to check my renewal.  Oh but it gets better.
  3. After figuring out the first half is not applicable, we scroll down to “Getting Started”  Wait, what?  I thought I already started 10 minutes ago? Oh that’s right, the first 10 minutes you are just playing with yourself.  Duhh.  If you haven’t realized it yet, this chunk that says “Getting Started” info needs to be placed at the top.
  4. Next we have a big orange panel of what we need.  Now were talking.  I like strong color backgrounds used for emphasis. This colored list is good Except for #6, you actually do not need your insurance card to do this.
  5. Next we must agree that we won’t submit false information and a reminder that’s against the law.  I’m kind of mixed on agreements these.  As someone who would never do that, it seems cheesy. I’m also not sure this will matter to one who intends to insert false info.  Oh well it’s not too annoying.  “I agree, please continue.”
  6. Enter your pin and license plate#.   Aw dang it.  What is my plate #.  Why didn’t that nice orange box tell me I needed that?  Oh good it’s on the paperwork.  You see if I took the time to find my license plate, the session would have timed out in a matter of a hundred seconds idle time.  Then I have to start over.  Thanks.
  7. After entering my pin and license itt verifies my information. Cool,I’m in the system! That’s convenient right?
  8. Then it verifies your information again (pay special attention to the way your name is listed there).
  9. Then you have a form that says “enter ID and product code. But then it says if you aren’t from X counties you don’t need to do option one, move on to option 2.  Interestingly option one, which is the product code area, isn’t actually labeled as such? But that has to be what they mean right?   Hurray! I can skip to option 2, Jackson County has it’s privileges!  Option two isn’t labeled either, so go ahead and muddle your way through that, which is the best way to fill out critical government forms anyway in my opinion. Hope I’m right.
  10. Option 2 is Fill out your name, address, city state etc. (as printed on your tax receipt, and they say damnit make sure if your address has two lines, then use both address lines of the form. ) Ok, Ok I will.  I need to follow the format of the tax receipt. I’m fine with that.  But wait, why am I even filling this out again?  You already showed me that you had my information.  You verified it to me 2 or three times where you made me agree it was correct.  This is just another chance for me to make a mistake and get kicked out again.   And…
  11. Error, (I’m paraphrasing) “You need to fill out the appropriate information.”  That’s vague.  So I DID need the product code and ID from Option 1?  But I don’t have a product code or ID on my tax bill.
  12. So maybe just a temporary error.  I’ll try again…Error, And again, keep getting it.  WTF?  I read the error page thoroughly.  It mentions I might need cookies enabled.  And it links to instructions for IE and..Netscape Navigator?  Jesus, that browser isn’t supported any longer and is unmistakenly dead.  I’m using Firefox.  Then I wonder is this a Firefox issue?  I’m going to be really mad if Firefox isn’t supported and netscape is.  And what about people on Mac using Safari? Screw this, I’ll go to the horrible unsecure Internet Explorer in order to submit my legal information over the internet.
  13. Now I’m in IE, ladadadada,  doing it all over again. Then I notice something.. When it makes me verify my personal information twice, it shows my name as Last, First M.  I didn’t notice it the first time because it’s just a quick verification.  Wait, you don’t think that I need to print it that way on the next page do you?  But I followed the tax receipt, like they told me and on the tax receipt it was printed normally.  Ok, I’ll try it.
  14. Blammo, it works. Thank GOD.
  15. Then 38 seconds of screaming, one broken coffee mug. Who in the hell is going to realize this naming convention? I’m lucky. I spotted it by pure luck. Everyone else is going to get pissed off and bring their anger to the DMV office.  Why do they want this?
  16. Ready to pay?  Great!  Simply fill out your personal information AGAIN.  AHHHHH!!!!! You already have my info!!! WHY WHY!!!!
  17. Next, do you want to pay by Credit card or E-Check?   (It’s a trap.  I remember it from months ago. Pay by credit card and it will cost you a few dollars, and an e-check is 60 cents charge) Obviously I’m gonna go with e-check but how many people don’t realize this?  Yeah everybody else.  Later and on other pages, they call these “convenience fees.”  Hey DMV dickwads, It’s more convenient for YOU if I pay by credit card or check, because it eases your lines, your parking and your employees.  And yet you make ME pay for YOUR convenience.  And even though it’s just 60 cents, FU.
  18. Next we have the longest processing time ever.  I am on the supposed double-fast DSL and it just creeps along. Normally I don’t complain about this kind of thing, but if this was dial-up, it’s totally gonna time out on me.  After all that work if it times out on me,  I’m grabbing my torch and saber.  If it happens to time out, it won’t tell me if the payment went through.  Then everything’s in limbo.  Then I’m going to call the DMV, take up their time and give them the 3rd degree.  So, find a fast way to process payments. Period.  And if it costs more, you fire one guy from your web team who created this monstrosity and pay for it that way.
  19. Lastly we end on a good note.  A decent 1 page formatted receipt that we can print out.  But the happiness of that is quite thin because going back to point #2, because I received this notice that it went through, why would I come back and check that ridiculous ‘Click Here’ button on the front page to verify my renewal.  I suppose I could somehow forget that I didn’t renew and I come back to check?  Given the rarity that would happen, it makes that “Click Here” button at the beginning seem very dumb for it’s placement.

Ok DMV, see ya next year.  At that time I’ll need an inspection so it’s gonna be even more fun.  Oh if anyone from that website group reads this.  Maybe consider spending about 2 hours, with some pizza and a couple testers to just walk through the paying process like I did.  This should never have created this poorly.  Clearly there was no testing done.  Or there was, but everyone was completed drunk when they did it.  And you know what.  I know that if their web guy or girl does read this, she’ll be upset.  I’m sure you are a nice person web guy/girl.  I don’t mean for you to get down in the dumps.  But you first need to admit this is bad logic, programming and design, and never do it that way again.  Because though you think it’s no big deal and my posting is much too offensive, It’s you who have caused pain to hundreds of thousands of people by doing this, including your co-workers who answer calls and have to pick up the pieces from a broken process daily.

March 28, 2008 at 8:55 pm | computers, general, rants, webdev | No comment

A little change of scenery, my new Macbook Pro

I’ve been wanting a new computer for quite some time. My desktop has started to look ancient. In fact, all desktops are starting to look ancient. I appreciate all the work I can accomplish with them. I really appreciate the modular flexibility with home built systems. That’s why I’ve built my own, and friends’ computers for a few years now. Recently though I’m starting to tire of the cabling, the fans, the startup times, the heavy box. It’s like when you’re still driving the big Buick even though the world has changed to smart cars all around you.

Computers are expensive. And I didn’t go the cheap route with my recent purchase of the Macbook Pro. I did get a great deal because I acted quickly on a Craigslist ad. I probably saved 500 bucks off the retail price. You might ask why I didn’t go with Windows? I’m not too happy with Microsoft Windows right now. Vista just came out and sure it looks nice, but there are something like six versions of Vista all at different prices. From the lame loser edition up to Ultimate Kitchen sink variety. And I started thinking about how silly it is to have to even have to ponder all those compromises. Even the networking difference between XP Home and Pro is annoying. Apple wins in the simplicity area. If you get a Mac, you get OS X. And you’re getting the eye candy and the functionality that everyone gets for the same price. Also Intel Macs can run Windows XP, they can run Linux on the computer. So I see

I want something easy, dependable and fun. I had a big prejudice against Macs before, and truthfully, some things are still disappointing. But mostly the problems with them have faded. I still like the way the window panes behave in Windows and Linux a little better. And more utility-type programs are available for them. But some things on the Mac are just better. The fonts look great, the screen is pretty, the industrial aluminum is sleek and I don’t tire of it like I thought I would. The built in webcam and microphone is a must have. What is it missing? Mostly just a built-in card reader for digital camera pics would be the only thing coming to mind right now.

You get some pretty cool software with it too. I’d argue you get more with the Mac than with Windows, but that’s probably not true. You do get some real gems. iWeb is a webpage authoring program. It’s very well done. What does Windows give you? Hmm, notepad…what fun. The Mac has an outstanding comic book making program called Comic Life. I’ve used a lot of software and I can tell you that Comic Life is one of the slickest apps around. For what it does it’s at the top of its game. An old coworker remarked of mine said Comic Life looks like the programmers didn’t have a deadline when they made it, because they seemed to put their heart and soul into it. Another killer program, GarageBand, a music and MIDI program is like that too. You really get a lot with them and they are built in. Yay!

Despite my history of complaints to the contrary, I was able to set up my Mac with a lot of free software utilities that I was very happy to find. I still have to decide what to do about the Adobe CS3 Suite. I want it but whoa, it’s pricey. I’ll have to see what my options are for the Mac before I buy the full Adobe suite.

I thought I might share a few free programs I’m using on the Mac.

NeoOffice – totally free Office Suite (Port of OpenOffice.org)
Max Audio Convertor – Free GPL software converts to tons of audio formats
Bean – A simple Word Processor
Xee – image viewer (lets you view whole folders of pictures)
Gimp – Image Manipulator (Like Photoshop but much more annoying)
Inkscape – Free Vector Graphic program for high quality drawings
SnapNDrag – useful little screen capture utility
Instant Shot – an even better screen capture utility
Colloquy – IRC Chat client (helps me when I need answers from pros)
Adium – Regular mainstream chat client
The Unarchiver – unzipping program
NicePlayer – uses QuickTime but cleans and speeds things up
VLC Media Player – Plays tons of media video formats
HandBrake – DVD ripping program
FFMPEGX – utility does video conversions
Black Light – Does this reversal of white to black on your monitor to conserve energy (might help eyes too)
Process Wizard – a boring yet useful tool to let you know what your system is doing
Flip4Mac – Lets you play WMV Windows media videos
SketchUp – Great little 3D modeler for creating your dream home
Burn – CD Burn utility with expanded options
Jumpcut – multi-copy clipboard program (good for writing, gathering clips)
Google Earth – awesome mapping program
MAMP – I call this the pocket webserver
Celtx – Free Screenwriting application
Smultron – useful tabbed text editor
Blender – My favorite 3D program
ArtRage 2 Free – awesome painting program, like real oil paint
Audacity – another audio editor for cutting up audio clips
Firefox – Please tell me you’ve heard of this web browser.
Freemind – mindmapping program for planning virtually anything
MuCommander – Great FTP client for sending files.
Filezilla – FTP program I use on windows, now available for Mac (Yes!)
Fugu – Another FTP client (compare if you wish)
Renamer4Mac – Batch renaming software (for naming your thousands of pics)
Window Dragon – finally a utility that lets you size window panes from all sides
uApp – an uninstaller helper program
Tofu – triple pane (3 column) text viewer

To end this, if you are buying your next computer, consider a Mac. Mac OSX is easy, it’s sharp and it’s cheaper. Macs overall are shedding their more expensive image of the past. Most people worry about relearning a computer if they are leaving Windows. That may be true, but you do have a lot less to worry about in terms of stability issues. Plus, viruses are almost non-existent.

March 1, 2007 at 4:55 am | computers, mac, tools, webdev | 2 comments