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It’s been an amazing 24 hours for the Campaign Monitor team since we launched on behalf of the Email Standards Project yesterday afternoon (Sydney time). In less than a day, we hit an incredible 20,000 tweets from the community who shared our position on Microsoft’s lack of standards support in Outlook 2010.

Just as impressively, we received an official response from Microsoft before the day was out. While this wasn’t exactly the message we’d been hoping for, there were certainly some positives to be taken from it. We posted a follow up to Microsoft’s response on the Email Standards project blog not long after.

Twitter is by no means a vacuum, and the amount of tweets and interest in our approach resulted in coverage across the web on a huge scale. Here are some of the highlights.

This coverage combined with the relentless flow of tweets resulted in more than 100,000 page views on in the first day.

The story behind the site

The moment we heard the news about Outlook 2010 and tested it for ourselves, we knew it was important to act fast. If there was any possibility of getting Microsoft on board before Office 2010 then we couldn’t delay any longer. After a brainstorming session, the idea to use Twitter to spread the word was born and developed quickly from there.

Ever since the site launched, we’ve had loads of enquiries from people interested in how the site was actually built. The site was created in less than a week by the talented guys at Newism, which we’ve worked with on loads of projects before. I think we can all agree that they did an amazing job.


It was a completely home grown solution the guys built out of the box using the Twitter search API. The Newism team have told me they plan on doing a more comprehensive post on the nuts and bolts of this process, so I’ll be sure to share that when it eventuates.

While Twitter has been used to encourage change in lots of different ways before, there were a few unique additions that I think contributed to our success. Todd Zeigler summed it up perfectly in his post today.

What’s next

We’ve already been back in touch with Microsoft since the site launched, and are hoping that the continued pressure from the community will lead them to re-assess their position on standards. In the mean time, we’ll keep trying our best to spread the word through the ESP blog and the newly created @fixoutlook account on Twitter.

Thanks again for the amazing level of support we’ve had to date. 20,000 people coming together to encourage change in 24 hours is something we can all be proud of.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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