Best Practices- Build HTML email for both browser based email clients, and Outlook 2007 which uses Word as it’s rendering engine.
- Avoid nesting tables, CSS (Cascading Style Sheets), Scripts, Flash, etc. that are commonly used in web pages, but not compatible with email.
- Always use ALT tags for every image, and a compatible background color for better presentation when images are not loaded.
- Consider the preview pane – make sure the message gets across even for those skimming their inbox.
- SPAM check all messages for key words that might set off SPAM filters.
- Always send a text based back up message that gets automatically delivered for users that don’t accept HTML.
- Automate the synching of client’s database with the email system for best results.
- Advise clients on the 20+ ways to build their email list.
- Maintain list hygiene at all times.
- Validate every link before any email is sent, and set all links to open in new tabs or windows.
- Make sure the welcome letter accurately depicts the newsletter.
- Request the right amount of information from sign ups to allow for targeted and relevant messaging without scaring them away.
- Monitor blacklists and ISP’s for potential delivery problems.
- Use a double opt-in process, or imbed captcha devices on web forms to eliminate spambot sign ups.
- Closely examine the client’s business process and look for great “Triggered Message” opportunities.
- Take any SPAM complaints seriously and instantly
take action. - Schedule emails to be sent out on the right day and time – according to the client’s readership.
- Don’t pre-check the sign up box on order forms – let people add themselves for higher deliverability, lower spam complaints, and to build trust.
- Test, Test, Test.
- Use sure-fire systems and processes to eliminate mistakes.
- Automated triggers that send emails based on a pre-designated set of parameters. A thank you letter or survey sent 7 days after a sale are examples of triggers.
- A/B Testing. When you have two compelling message ideas, send both to a small group to test results. Send the best message to those remaining!
The above are just a subset of all the best practices we use to be considered a top service provider in the industry with a sterling reputation. These practices change constantly which is why having us as a partner pays dividends.
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