In a conversation with one of my clients we were discussing the various “Best Practices” that have surfaced from the abundance of “experts” in the field. There must have been hundreds of them. I will not bore you with all of them – some were common sense, like proofread! I would like to share some ideas that really made sense to me.
Let’s start with the DON’Ts:
- Don’t send UGLY emails! I really liked this one!
- Don’t send lengthy text-only emails with no links or a call-to-action
- Don’t use all caps in the subject line
- Don’t use images without ALT tags (give them idea what the image is in case they are blocking image files from being downloaded)
- Don’t send just one topic
- Don’t forget to include an “Unsubscribe” or “Opt-Out” feature – and make it prominent
- Don’t send to anyone who has unsubscribed!
- Don’t send an email with an EXPIRED offer
Regarding that “Expired” offer! I was surprised to read that 22% of recipients still click-thru even AFTER an offer has expired. So make sure you remove that offer on your Enewsletter, your website, Facebook, or wherever else it appears. If you can’t find them all, then put up a “We’re Sorry” page explaining that the offer expired and that they could look for another offer to start on a future date. Maybe they won’t delete your next newsletter!
Speaking of deleted emails… according to an Email Sender and Provider Coalition (ESPC) study, 80% of respondents delete or report email as spam WITHOUT even opening it. Why? 73% base the decision on the FROM line, and 69% base the decision on the SUBJECT line. Now that is over 100%, how can that be? That was one of those “I don’t get it!” things.
Next time: The DO’s