From: Ann TaylorSubject Line: February's New Arrivals, and a Special Online Offer
Date: Thursday, January 25, 2007
In the past quarter-year or so, I've noticed a definite trend toward larger, more readable font sizes in email campaigns. Ann Taylor is on the extreme end - perhaps because their demographic is slightly older - but it's a good thing all around. We can't expect subscribers to strain to read our messaging. For instance, my mother subscribes to many of the emails I produce, and she socked me with a real eye-opener recently when she said, "I loved that sale campaign you sent last week." It was a pretty standard execution, so I asked what it was that she liked about it, and she replied: "The words were big. It was so easy to read."
OK then, here's the conundrum: how do you do both larger type and HTML text at the same time, tastefully?
