eshot post header

eShots

What are eShots and how do they work?

It’s a common misconception that eShots are simply designs that have been sent by email and are received looking the same way you see them on your screen.  It’s really not that simple, and here’s why…

 

What is an eShot?

‘eShot’ is a common term given to those (sometimes annoying) emails you get with images and sales pitches and eye-catching graphics, as opposed to a simple, text-based message.  eShots are usually distinguished from spam email in that they are normally not unsolicited junk mail.

An eShot is basically an email newsletter/advert sent to a specific recipient or group with the intention of getting them to buy or buy into something.  There are two main types…

 

Embedded/attached images

It is, of course, possible to write an email and simply add images to it in certain places.  Otherwise, one can create a design using proper software and paste it into the email instead of text.  It may even look fantastic in your own email browser.  However, it is very ill advised.  There are two reasons why this form of email is unreliable: 

1. The images MAY appear as and where you placed them, showing up in the browser window, but they may equally reach the recipient as attachments, represented by an icon at the bottom of the  email, leaving your intended layout in disarray or, worse, completely blank.  This problem is especially prevalent when emailing between Mac and PC, and there is a more even spread of the two systems these days.

2. Many email systems, especially those run by companies, will reject email with attachments, including your carefully-placed images or professionally-designed layout.

Checklist:

  • Simplest way to send a pretty email
  • Structure is not reliable
  • Images may be attached instead of displayed…
  • …or may be blocked entirely

 

HTML email

The proper method for an eShot is ‘HTML email’, the acronym standing for HyperText Markup Language, the language used to create the basic structure of websites.  In fact, an HTML email is a basic, technologically old-fashioned web page.  All an email browser is is a web browser tailored to displaying, at the least, simple text and, at the most, basic HTML.

Creating an HTML email is the same as creating a single web page about ten years ago.  To the technically minded, this means using tables and in-line CSS.  Email browsers won’t reference an external CSS style sheet, so the styling code must be in line with the HTML element or be included in the head of the code.

HTML email takes time and effort to code and generally requires an experienced designer/developer, but there are semi-automated solutions online which allow anyone to create a basic eShot, but without the fine control and uniqueness.  This time and effort obviously costs money, but once a template is developed, subsequent eShots can be produced much more easily.

The other thing to realise about HTML email is that, as with a proper web page, the images must be hosted on a web server, the email browser simply calling the images up when the user reads the email.  Occasionally, depending on the recipient user/company’s settings, the images may not appear until they are allowed by the user, but this is usually just applicable to new senders not yet on the recipient’s address list.

It is common practice to include a line of text at the very top with a link to an online version of the entire email in a web browser, in case the recipient can’t view the original properly.

Checklist:

  • HTML = HyperText Markup Language
  • HTML email is basically a simple web page
  • HTML email requires time and expertise…
  • …but there are user-friendly options
  • Images must be hosted online
  • Include an online version as a backup

 

The law

There are laws to protect people against unsolicited emails.  The law dictates that companies may not send out marketing emails without the permission of the recipient, unless there is a clear business relationship in place.  Breach of this can result in a fine and liability for damages caused as a result of the email.

An eShot must contain two additional elements, usually at the bottom: 

  1. A statement as to the reason why the recipient has received the email, along the lines of, ‘You are receiving this communication because you have requested to be on our mailing list.’
  2. A link to unsubscribe from future emails of this type.

Some of the online, automated solutions (probably all of them, by law) will include this data for you, otherwise it must be coded.

 

The code

This is an example of the HTML code used in a proper eShot.  A trained eye will see that it is unfinished (and doesn’t yet include the legal requirement at the end), but it shows the complexity of what’s involved in doing this properly.

The finished article can be seen in the hosted version here.

<!DOCTYPE html>

<html>




<head>




<style type="text/css">

.ReadMsgBody {width: 100%;}

.ExternalClass {width: 100%;}

</style>

<meta content="text/html; charset=UTF-8" http-equiv="content-type">

<title>Headford Growth: latest growth opportunities</title>

</head>




<body style="background-color: rgb(100, 100, 100); color: rgb(0, 0, 0);" leftmargin="0" topmargin="0" offset="0" align="center" alink="#000099" link="#000099" marginheight="0" marginwidth="0" vlink="#990099">

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align="right"

height="100%"

bgcolor="#e2e2e2"

width="646">eMail

not displaying properly? <a href="http://www.thedesigner.uk.com/eshots/headford_newsletter_eshot.html"

style="color: #FFFFFF; font-weight: bold; text-decoration: none !important;">View it in a browser.</a> </td>

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src="http://www.thedesigner.uk.com/eshots/images/headford-newsletter-eShot-header.png"></td>

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<td width="646" style="height: 100%; background-color: #c10a18;"> <img alt="Headford intro banner" style="display: block; width: 646px; height: 165px; background-color: rgb(100, 100, 100);" src="http://www.thedesigner.uk.com/eshots/images/headford-newsletter-eShot-introbanner.jpg">

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<p style="margin: 20px; display: block; color: #c10a18; font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">news</p>

<p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><img alt="Stuart Mounter" src="http://www.thedesigner.uk.com/eshots/images/headford-newsletter-eShot-stuartmug.jpg" style="margin-right: 20px; width: 120px; height: 150px;" align="left">With

an increasing number of freight forwarders looking for growth, the

fastest method possible is through acquisition. Due to this influx of

acquisition interest, Headford Growth have appointed an additional

M&amp;A Consultant. <br>

<br>

Stuart Mounter has worked for some of the leading names in the Freight

Forwarding industry, including Davies Turner and NNR. He has been successful at both companies and has not only experience as

a Freight Sales Professional but also in Trade Lane development. As Headford builds its M &amp; A team it is imperative that they

understand the industry fully so that they can represent their clients

in the most professional manner possible. <br>

<br>

Stuart brings a wealth of Freight Forwarding Sales experience that will

be beneficial in selling any company. Leading by example the company’s sales team recently moved into a new

30-man, open-plan sales office in Bristol. The company is presently 12 strong, with its own aggressive growth

plans. </p>

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<p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;">

<img alt="Bristol office" src="http://www.thedesigner.uk.com/eshots/images/headford-newsletter-eShot-office.jpg" style="margin-right: 20px; width: 120px; height: 150px;" align="left">Headford Strategic Growth Consultants have recently moved into a new head office in Aztec West, Bristol.<br>

<br>

The 30-employee, open-plan Sales Office will be home to its Strategic Growth Consultancy.

The company intends to continue leading by example and has recruited another five consultants already this year with further plans to increase by a further head count per month between now and the end of the year.

The climate is healthy and the company has a steady flow of over-achieving sales professionals on its books.<br>

<br>

With the interview procedures the company has in place, most clients use Headford as the 1st interview so that clients can be rest assured that they are taking on pre-qualified talent.

In order to guarantee a return on investment the company offers a three-month free replacement scheme should a candidate not work out for any reason.</p>

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<td style="margin: 0pt; padding: 0pt; width: 100%; background-color: rgb(100, 100, 100);">

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<p style="margin: 20px; display: block; color: #c10a18; font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">merger for fast-track growth</p>

<p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;">This month has seen an increasing number of overseas forwarders looking to buy a percentage of a UK Operation.<br>

<br>

As an example we have an Asian forwarder with 142 Offices looking to acquire up to 50% of a UK Forwarding business.<br>

<br>

Their strategy is simple: to build a business together off of the back of their Global network of offices.<br>

<br>

They would like to keep the owners of the business heavily involved with developing the company and would like the owners to retain a large number of the company shares. This protects all interests and the long-term plan would be to double the companies’ turnover by working together. In effect, then, the 50% becomes worth as much as the original 100% of the smaller company.<br>

<br>

This also gives the UK Company an opportunity to either raise development capital or a lump sum payment for the directors. If you look at several of the leading names in the industry they are part-owned by their overseas partner. This seems to be the fastest way for any Freight Forwarder to grow and maintain a healthy interest in the company.</p>

</td>

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<td width="236" bgcolor="#c10a18" height="100%" valign="top">

<p style="margin: 20px; display: block; color: rgb(255,255,255); font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">hot buyers</p>

<p style="margin: 20px; display: block; color: rgb(255, 255, 255); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;">

<strong>REF: 826</strong><br>

Location: Worldwide

T/O: Up to £100 Million

Type: General Cargo

Reason: Market Share <br>

<br>

<strong>REF: 19740</strong><br>

Location: UK

T/O: Up to £50 Million

Type: Courier / Parcel Carrier

Reason: <br>

Vertical Growth <br>

<br>

<strong>REF: 1414</strong><br>

Location: UK

T/O: Up to £15 Million

Type: General Cargo

Reason: Expansion <br>

<br>

<strong>REF: 1450</strong><br>

Location: UK

T/O: Up to £100 Million

Type: Oil & Gas Projects

Reason: Vertical Growth

<br>

<br>

<strong>REF: 87968</strong><br>

Location: UK

T/O: Up to £20 Million

Type: General Cargo

Reason: Market Share <br>

</p>

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<p style="margin: 20px; display: block; color: #c10a18; font-family: Georgia,serif; font-size: 24px; font-weight: normal; line-height: 100%;">acquisition opportunities</p></td>

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<tr>

<td style="margin: 0pt; padding: 0pt; width: 100%; background-color: rgb(100, 100, 100);">

<table cellpadding="0" cellspacing="0">

<tr>

<td style="margin-right:10px" width="209" bgcolor="#ffffff" height="100%" valign="top"><p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company REF: 810</strong><br>

Int’l Freight Forwarder

based in LHR

<br>

<br>

&bull; Privately owned <br>

and operated <br>

&bull; Comprehensive range <br>

of multi-modal services <br>

&bull; Specialists in the processing and packing <br>

of Dangerous Goods <br>

&bull; 5000 Sq. ft. of combined transit warehous and office space

<br>

&bull; Turnover - £3.3 Million

<br>

&bull; Adjusted Net Profit - £500,000</p>

</td>

<td width="10px">

</td>

<td style="margin-right:10px" width="208" bgcolor="#ffffff" height="100%" valign="top"><p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company REF: 810</strong><br>

Int’l Freight Forwarder

based in LHR <br>

<br>

&bull; Privately owned <br>

and operated <br>

&bull; Comprehensive range <br>

of multi-modal services <br>

&bull; Specialists in the processing and packing <br>

of Dangerous Goods <br>

&bull; 5000 Sq. ft. of combined transit warehous and office space <br>

&bull; Turnover - £3.3 Million <br>

&bull; Adjusted Net Profit - £500,000</p></td>

<td width="10px">

</td>

<td style="margin-right:10px" width="209" bgcolor="#ffffff" height="100%" valign="top"><p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company REF: 810</strong><br>

Int’l Freight Forwarder

based in LHR <br>

<br>

&bull; Privately owned <br>

and operated <br>

&bull; Comprehensive range <br>

of multi-modal services <br>

&bull; Specialists in the processing and packing <br>

of Dangerous Goods <br>

&bull; 5000 Sq. ft. of combined transit warehous and office space <br>

&bull; Turnover - £3.3 Million <br>

&bull; Adjusted Net Profit - £500,000</p></td>

</tr>

</table>

</td>

</tr>

<tr>

<td style="margin: 0pt; padding: 0pt; width: 100%; background-color: rgb(100, 100, 100);">

<table cellpadding="0" cellspacing="0">

<tr>

<td style="margin-right:10px" width="209" bgcolor="#ffffff" height="100%" valign="top"><p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company REF: 810</strong><br>

Int’l Freight Forwarder

based in LHR

<br>

<br>

&bull; Privately owned <br>

and operated <br>

&bull; Comprehensive range <br>

of multi-modal services <br>

&bull; Specialists in the processing and packing <br>

of Dangerous Goods <br>

&bull; 5000 Sq. ft. of combined transit warehous and office space

<br>

&bull; Turnover - £3.3 Million

<br>

&bull; Adjusted Net Profit - £500,000</p>

</td>

<td width="10px">

</td>

<td style="margin-right:10px" width="208" bgcolor="#ffffff" height="100%" valign="top"><p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company REF: 810</strong><br>

Int’l Freight Forwarder

based in LHR <br>

<br>

&bull; Privately owned <br>

and operated <br>

&bull; Comprehensive range <br>

of multi-modal services <br>

&bull; Specialists in the processing and packing <br>

of Dangerous Goods <br>

&bull; 5000 Sq. ft. of combined transit warehous and office space <br>

&bull; Turnover - £3.3 Million <br>

&bull; Adjusted Net Profit - £500,000</p></td>

<td width="10px">

</td>

<td style="margin-right:10px" width="209" bgcolor="#ffffff" height="100%" valign="top"><p style="margin: 20px; display: block; color: rgb(0, 0, 0); font-family: Myriad,Verdana,Geneva,Tahoma,sans-serif; font-size: 12px; font-weight: normal; line-height: 150%;"><strong>Company REF: 810</strong><br>

Int’l Freight Forwarder

based in LHR <br>

<br>

&bull; Privately owned <br>

and operated <br>

&bull; Comprehensive range <br>

of multi-modal services <br>

&bull; Specialists in the processing and packing <br>

of Dangerous Goods <br>

&bull; 5000 Sq. ft. of combined transit warehous and office space <br>

&bull; Turnover - £3.3 Million <br>

&bull; Adjusted Net Profit - £500,000</p></td>

</tr>

</table>

</td>

</tr>

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<td width="646" style=" height:100; background-color: #c10a18;"> <img alt="Headford intro banner" style="display: block; width: 646px; height: 100px; background-color: rgb(100, 100, 100);" src="http://www.thedesigner.uk.com/eshots/images/headford-newsletter-eShot-strategic.jpg">

</td>

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<td width="646" bgcolor="#ffffff" height="100%" valign="top"><p style="margin: 20px; text-align: center; display: block; color: rgb(0, 0, 0); font-family: Georgia,serif; font-size: 18px; font-weight: normal; line-height: 150%;">

<font style="color: #c10a18;">Headford Group</font>

- <a style="text-decoration: none; color: rgb(0, 0, 0);" href="http://www.headfordgroup.com/">www.headfordgroup.com</a><br>

<font style="color: #c10a18;">Headford Mergers

&amp; Acquisitions</font> - <a style="text-decoration: none; color: rgb(0, 0, 0);" href="http://www.headfordmergers.com/">www.headfordmergers.com</a><br>

<font style="color: #c10a18;">Headford Growth</font>

- <a style="text-decoration: none; color: rgb(0, 0, 0);" href="http://www.headfordgrowth.com/">www.headfordgrowth.com</a><br>

<font style="color: #c10a18;">Headford Shipping

&amp; Forwarding</font> - <a style="text-decoration: none; color: rgb(0, 0, 0);" href="http://www.headfordshipping.com/">www.headfordshipping.com</a></p>

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