Improving Your Email Deliverability - Getting Opened
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Senders address
A lot of users do not open email with strange addresses; they don’t even bother to check it, and they either delete it immediately or (in this age of large inbox capacity) simply ignore it. The best thing you can do is place an easily recognizable address on your message to ensure that the user recognizes where it is coming from. Ideally it should have your company name included in the address section.
Subject line
Avoid subject lines which are too long and that contain special characters. Anybody will see that it is generated by a not very intelligent robot, so unless the user really needs your service, you will in all probability be ignored. A topic should convey the email's purpose and should not be too generally worded; telling the user s/he will “win a free iPod” when s/he must first buy a product to qualify for winning the iPod is not a best practice. The issue of conveying the email's purpose with a subject line should be worked on. Ideally an email campaign should not be rushed, but should be done in a timely fashion
Personalize the subject line. Including the subscriber's name makes it sound like you sent an email just to that individual. If it is content you are offering, don’t just put Blah.com’s weekly newsletter. Actually include a teaser for the new, novel content you are offering. If you are making a sales offer, put in a call to action.
Design for the preview pane
You have to optimize your message for the preview pane of email providers. If you are still a fan of the large animation or picture at the top of your emails, note that a lot of email providers (fortunately, not all) block images by default, and the preview will only show a segment of the message and not the whole thing. Put helpful text on top; any images should preferably be at the bottom or at the side.
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