I’m a bit late to this article written in April, but it’s a goodie: Four odd email ideas that (maybe) make sense, by Mark Brownlow. What strikes me about this post, is that we really have to question common ideas and “best practices,” as sometimes they may be a way to get through the chatter and present our message to the right audience, at the right time, with the right content.
One addendum I’d like to add, to the mobile discussion on his post: this is yet another reason to include some meaty text-only content in your email. Mobile readers doing triage will be able to tell quickly what it is about, so they can read it at more leisure on their desktop or laptop. But if you have an image-only message, and no alt-text or copy, they’re going to hit the trash button before the image even finishes loading.