Hi Nate,

Are you trying to open an app that they already have installed, or link them to an app for the first time?

For the latter, I usually link the Android icon to the URL of the Google Play store, and the Apple icon to the URL of the App Store. On many phones, I have found that the phone itself automatically recognizes the URL and brings it up in the native store app instead.

I might be misinterpreting your request, though - I'm not sure how to open an app already installed.

Hi Coye,

For phone numbers (or email addresses), Abby's example of re-styling an <a> tag is the best way to go, because it removes client-added styling but it does retain the clickable functionality for smartphone users.

<a style="color: #010101; text-decoration: none;" href="tel:18007652747" target="_blank">1-800-POLARIS</a>

For addresses and dates, I use a class in the head styling...

.nolink_010101 a {
color: #010101; text-decoration: none !important;
}

...and wrap an inline span around dates or addresses.

Join us <span class="nolink_010101">January 1-2, 2018</span> for the event...

<span class="nolink_010101">2100 Highway 55, Medina, MN 55340, USA</span>

This also ensures that the dates and addresses can be selected/copied (or on some phones, still tapped) but without the client-added styling showing.

The first year I was doing email, I was moving too quickly during the send process and accidentally sent a service training webinar intended for ATV dealers to ATV owners (very similar list names, but very different audiences). We ended up doing daily apology/correction emails and it ended up being a lot of cleanup work.

My boss at the time was very understanding, saying that mistakes happen, but asking what I would do to prevent mistakes like this in the future.

My process from that day forward:

• New Pre-Send Checklist: I developed a simple checklist to go through checking links, tracking tags, from name, subject line, preheader, personalization, country/regional variations, lists selected, etc., etc. It's evolved a lot over the last 7 years since, but I haven't had a major error go out since.
• Take Sending Seriously: I believe in no distractions when going through the checklist and getting ready to launch something to (in my case) half a million readers. Music gets paused, email/IM get minimized, and the only open windows on my computer are the ESP and the checklist.

Hi Clayton,

Sounds like a challenge! I like the idea of showing their last purchased item in the banner - could you pair that with the purchase date and add some kind of "it's been X months since your last filter purchase - it's time to update your fridge filter" message based on recommended replacement intervals?

If you have any kind of product reviews on your website, you could test including review snippets that help tell success stories (e.g. "Since I switched to XYZ, my allergies have never been better!") and see if that has any positive effect?

Last idea, and definitely a long shot - do you have any opportunities to cross-market with the appliance manufacturers? The fridge people include your filter promos, you include the fridge people's promos, etc. Again, definitely a long shot.

Adam