Email Newsletters: Guidelines for Deliverability Success
Summery: MarketingSherpa Email Summit 2006
By Holly Hicks
May 8, 2006
Newsletter Design: Deliverability
- TEST, TEST, and TEST some more.
- Minor changes with your subject line, design and content can have dramatic impact on the success of your newsletter being delivered, opened and clicked.
- Be aware of words that will stop your newsletter from getting delivered.
Spam filters get tighter every day.
- Be creative with word substitution when promoting offers. Words you should NEVER use include: free, win, prize, sale, subscribe, contest, etc.
Newsletter Design: Subject Line
- Over 50% of all email users have their preview panes turned off and only see their email headers.
- If your subject line doesn't get them to click it open, it will never be seen and ends up being deleted immediately.
- Choose your subject line carefully and test what helps you get open rates.
Newsletter Design: Images
- 39% of all email users have their images turned off.
- If you use images in your newsletters, keep them limited and placed at least 3 inches down from the top.
- Use alt tags with clear text that tells the user what that image is.
- Never send one image as the whole newsletter. The user will usually delete it immediately.
Newsletter Design: Top 3 inches
- 50% of all email users spend 2-3 seconds scanning the top 3 inches of your newsletter. They do not scroll.
- If they don't see anything that makes them click, they immediately move on. Delete - yours is gone.
- Always use the crucial top area for a TOC (table of contents) which utilizes your best effort to get them to click and read more down below.
Newsletter Design: HTML - LESS IS MORE
- Never assume the user wants to spend 20 minutes reading all your articles and helpful links.
- Eye tracking studies show that uses feel overwhelmed with too much content and click out quicker.
- Give the user what they want - fast glance and to the point details of what you're trying to promote.
- Consider splitting your content/offers up into multiple sends in order not to overwhelm the user.
- Use less images for a cleaner look - never go over 650 pixels in width.
Newsletter Tracking: Follow Up!
- Always track the links clicked on and follow up with the appropriate response.
- Send a second blast if they clicked a unique property - offer them a special.
- Did they book a room? Send a useful style email a few days before they arrive with other offers and area information - these are well read and get clicks.
- Follow up a stay with a thank-you email - use the space to promote your services.
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