Email Marketing - recommendations
Read a great article on email marketing, always banging on about this and why its important to customers but the article had some great simple recommendations.
Spell out the benefits of subscribing, such as. special offers, new releases or subscriber privileges.
Seek to capture details such as “where heard” and “gender” to help you target your initial messages where possible.
Send an automatically triggered e-mail to your new sign-ups, thanking them for subscribing and reaffirming the benefits they will receive.
Include an “add this e-mail address to your safe senders” list link in any e-mails you send, to help recipients learn how to “white list” your e-mails and improve your deliverability rates.
Avoid using cascading style sheets (CSS) and table data styles in your code – not all e-mail clients support these, which could mean your e-mail may not render correctly.
If you include URL links within your e-mail and are using a tracking system to track click-throughs, be aware that your tracking URLs may be flagged as phishing links.
Use background colours as an alternative to background images behind text – not all e-mail clients support background images.
Always make sure your images have alt text (a text description which appears if images do not).
Ensure an equal balance between web-text and images because image-heavy e-mails may attract high spam scores and are less effective when images are switched off.
Include a link to a web version of the e-mail to help solve rendering issues for the recipient.
Ensure your recipients see only your brand in the “sent from” address, with no mention of your ESP or webmail provider. This will help to improve your open rates.
Be clear about the key offer, benefit or proposition in your e-mail content and communicate that and only that in your
subject line.
We'll be making the changes we can to our own emails over the next few weeks to insure that we get as close to best practice as possible.
The information was taken from the Marketer Magazine by from an article by Rob Gray.
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