Tables

Clever Email Marketing From Pizza Express Using HTML

If you use a sensible email client you will probably have noticed that most of your emails will not initially load when images, this is great for the user, it speeds up the process of downloading all your mail and means you can skim through your mail without having to wait ages for images you don’t care about to load.

This isn’t however very good for email marketers who use images to convey information to you. I’m sure you are used to receiving a lot of emails that make no sense because they don’t have any images in them. It seems that Pizza Express (A UK Pizza Restaurant Chain) have cottoned on to the fact that not everyone downloads all the images from their correspondence emails, so they have taken to formatting the emails quite cleverly, this is what an email I received today looks like without the images having loaded:

You can clearly see that it’s someone in a stripy costume holding up their hand to their hair (or maybe a pizza?) Below that there are details of the offer and how to get a voucher code in plain text.

Once you load images this is what the email looks like:

It’s a blonde woman in a stripy swimsuit holding up her hair. Looking at the image it’s obvious that the non image version is based on  this, the graphics in the non table version maybe reminiscent of an Atari 2600 game but they convey the same details as the image version, and they make you stop and think, I wonder what that is supposed to be maybe I’ll download the images.

So I guess their cunning ruse worked. I downloaded their images, I’ve also subjected you to their cunning advertising…

2 thoughts on “Clever Email Marketing From Pizza Express Using HTML”

  1. Well spotted. I noticed this for the first time today too.

    The full email shows a chef holding a menu board with my name in the middle and a voucher code (nice personalisation). But before the images had time to load, I noticed a rudimentary version of the same chef, created through clever use of tables.

    You can see it here
    http://bit.ly/IipxtH

  2. I got that one today too, although I seem to have accidentally deleted it…

    It’s really clever that they do it, especially given that most email clients don’t bother to download images.

    Thanks for taking the time to comment.

Leave a Reply