Tutorials

Email Newsletters: Guidelines for Deliverability Success

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.