According to MediaPost there are five areas that tend to have the most problems. First, subject lines should coincide with the content of the mailing. Second, preheaders should go along with what the subject line states. Third are broken links. Nothing is worse than getting an advertisement and nothing works correctly. Image alignment is the fourth on the list. Although not as bad as broken links it is not cosmetically pleasing to get an advertisement and it cannot be viewed correctly. The last (fifth) is rendering across platforms. The best way to describe this is the way the message is viewed in different email clients or browsers (i.e., Internet Explorer, Firefox, Thunderbird, Outlook Express or Outlook).
The three out this list that I am seeing in ever increasing number are:
1.) Subject Line (deceptive in nature)
2.) Broken Links (unsubscribe does not work)
3.) Rendering Across Platforms (cannot be read)
The full article can be found at (http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=99128).
Mo
