Best practices for sending e-mail campaigns

The basics

E-mail marketing is, in terms of the digital age, a “traditional” method of communicating to your customers and clients. Advances in the web and e-mail platforms have changed the way e-mails are presented, read and tracked. What was traditionally a text-only, content-driven medium is now a dynamic and personal way to reach your audience.

Below are some tips to get you started.

Design

When designing an e-mail, to ensure that the e-mail works on as many screens as possible, it is best to keep the width to 600px. This also has the benefit of increasing the visibility when viewing on a mobile device. Other important things to note include: keeping an even amount of text and images, as most e-mail clients block images by default. Also, utilising ALT and TITLE tags on important images will ensure that readers will have a chance to preview the content of your e-mail.

Manage

Ensure your subscribers have given you their explicit permission to be contacted. Ensure your subscribers list is kept fresh. If no contact is made in 6 months, it is a good practise to send an e-mail requesting that they “re-subscribe.” All e-mails sent through our system are required to contain an “Unsubscribe” link to allow viewers to easily opt-out.

Send

Before sending your campaign, it is highly recommended to run a spam test to ensure that there are no phrases or words (i.e. “Buy now”) that will risk your e-mail being marked as spam. Headline-wise, make sure to avoid all capital letters, as this is a common practise of spam e-mails. Ask your readers to add you to their address book/safe list to ensure that they will receive future mailings.

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