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CATEGORY: DeliverabilityBest practice

Deliverability: 10 Don’ts and 10 dos

Deliverability: 10 Don’ts and 10 dos

1.       Don’t use all CAPS

2.       Don’t use exclamation marks!!!

3.       Don’t embed forms

4.       Don’t send attachments

5.       Don’t use a single image as your email content

6.       Don't use video, Flash, or JavaScript within your email.

7.       Don’t keyword stuff

8.       Don’t use red font or have invisible text (font colour same as background colour)

9.       Don’t use trigger words (if you can possibly help it) see below

10.     Don’t rely solely on generic advice: Use Forensics and follow the advice on a send-by-send basis.

 

1.       Do make sure there is a balance of text and images

2.       Do use personalisation (and include a fallback to ensure there are no embarrassing gaps or ‘code’ appearing in your mails)

3.       Do use a spell check before you finalise your email

4.       Do maintain your data

5.       Do segment on the basis of engagement

6.       Do include easy to find unsubscribe and physical address of your company

7.       Do have both HTML and plain text versions of each mail

8.       Do include alt text for your images and links

9.       Do always test your emails before you send them (and get someone else to double check it)

10.     Do keep your mails short and sweet (or break into digestible chunks with headings if it needs to be a bit longer)

An indicative list of trigger words:

Greetings

DEAR [EMAIL/FRIEND/SOMEBODY]  FRIEND HELLO

Marketing related

Click	Click below	Click here	Click to remove  Direct email	Direct marketing	 Email harvest		Email marketing 	Form	 Increase sales	Increase traffic	Increase your sales Internet market	Internet marketing		Marketing	Marketing solutions  Member		Month trial offer	More Internet Traffic	Multi level marketing	Notspam		 One time mailing 	Online marketing	Opt in	Performance		Removal instructions	 Sale		Sales	Subscribe The following form	This isn't junk 	This isn't spam  Undisclosed recipient		Unsubscribe		Visit our website  We hate spam 	Web traffic	Will not believe your eyes 

  Free

FREE	FREE ACCESS 	FREE PHONE  Free consultation 		Free DVD 	Free gift Free grant money		Free hosting		Free installation  Free Instant		Free investment 		Free leads  Free membership 	Free money 	Free offer  Free preview 		Free priority mail 		Free quote  Free sample 		Free trial 	Free website

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