Tips and Techniques

What is critical in your Email
The following items are critical and required in your Email:

  • An instantly recognizable from-name and reply-to address. Use your company name, for instance. Then, don't change it, because recipients might have whitelisted you.
  • A good, descriptive subject line that's not spammy. You've got a split second to convince recipients that your message isn't junk.
  • A one-click unsubscribe link. Consider placing it at the top of your email, not the bottom. Your "offline" contact information, including your physical mailing address, phone number, etc.
  • It will help people remember who you are (subscribers forget you in 6 months) and they might trust your unsubscribe link more, instead of reporting your email as spam.

Improving Your Email Open Rate
The most common reasons why your Email is not opened by your recipients are:

  • Bad Subject Line
  • Bad Timing
  • Blocked Images
  • Poor List Quality
  • Spam Filters

Avoid getting caught in SPAM Filters
To see your SPAM SCORE email your newsletter to spamcheck@sitesell.net, and it will send a score to you.

Here are some common things SPAM Filters look for:

  • Using spammy phrases, like "Click here!" or "Once in a lifetime opportunity!"
  • Going crazy with exclamation points!!!!!!
  • USING ALL CAPS, WHICH IS LIKE YELLING IN EMAIL
  • Coloring their fonts bright red, or green
  • Coding sloppy HTML (usually from converting a Microsoft Word file to HTML)
  • Creating an HTML email that's nothing but one big image, with no text (since spam filters can't read images, they assume you're a spammer that's trying to trick 'em).
  • Using the word "Test" in the subject line (agencies run into this all the time, when sending drafts to clients for approval)
  • Sending a test to multiple recipients within the same company (that company's email firewall can only assume it's a spam attack)
  • Sending nothing but one big image (with little or no text) in the message
  • Designing HTML email in Microsoft Word, and exporting the code to HTML (that code is sloppy, and spam filters hate it)

HTML Email Coding Tips For Web Designers
Designing and coding email newsletters is a little different, here are some tips:

  • Image files don't get sent along with HTML email as attachments. Make sure you use the full HTTP path to each image (e.g. http://www.yourserver.com/images/image.gif)
  • Design for the preview pane of email applications. (width should be around 600px or less)
  • Most cool stuff won't work. Stsy away from Flash, Movies, Javascript. Keep it simple (even CSS can be too complex for email readers).
  • Test your Email with multiple email accounts (Sign up for Gmail, Yahoo, etc and test how your email looks)
  • Don't forget your plain-text version.
  • You need a good balance of "graphics vs. text." Otherwise, spam filters will get you.