One of my favorite websites in the world is diapers.com. The site is fun, offers free (and super quick) shipping, and almost everything under the sun that a parent could possibly want for their parenting needs. Their motto is “We deliver everything but the baby.” Indeed they do.

I am also a fan of their email. Recently I discovered that they have a new twist on a common email feature. The HTML and TEXT version of their emails have the common “This message contains graphics. If you do not see the graphics, click here to view” feature which opens a hosted version of the HTML email.

Most email marketing programs simply display the hosted version of the email and stop here when this link is clicked. Not diapers.com. Their hosted version also contains this message in the header: “If you are still having problems viewing this message, please click here for additional help.”

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A ‘little wonder’ is a seemingly insignificant action or event that eventually has a large impact on your long-term situation. In this two-part series, Jordan Lane looks at some email little wonders — simple ways to improve your email programs — and the key benefits from each of them.

Like diligently saving pocket change, there are some easy additions you can make to your email campaigns that can bring large rewards in the long run. Today we’ll look at two of these tactics that can yield long-term success.

View a hosted version of an email

Providing the opportunity for a subscriber to view an online or hosted version of a message will enable those who might have images blocked or have email rendering issues to be able to view the message. A hosted version, often linked via the text Having trouble viewing this email?, is typically used for HTML and text versions of a mailing.  A great place to put this link is in the top or header of an email.

Subscribers now have one less excuse as to why they should not read the content of an email. If the email can be viewed by the subscriber despite content rendering issues, then the email marketer has overcome a significant technical challenge.

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