1. Make Sure Your Email Has Obvious Links
The purpose of your email is to drive traffic to your landing page, product page or website. Make sure the links to these are obvious and repeated throughout the email.
2. Minimize Your Use of Images
Many of your recipients will not see the images included in your email. Use well-coded HTML instead of image-heavy design. Rely on HTML to enhance the look of your email.
3. Make It Easy to Unsubscribe
Unsubscribe buttons are not only required by law, but they are better than the alternative (getting your mail marked as spam and losing the opportunities for future communications). Make sure the unsubscribe process is as easy as possible for the user.
4. Maximize Your Email Template Dimensions
Most of your users will be viewing your email in a preview pane with the images turned off. Make sure that your HTML email template isn’t more than 600 pixels wide and that you clearly get your value proposition and at least one link into the first 100 pixels of height.
5. Keep Your Text Short
Most users aren’t going to read the full text of your email. They’re going to scan it for key points that they are interested in. Keep your text short and to the point.
6. Send Test Emails
There is nothing worse than sending your email to your list and then finding a mistake. Use your seed addresses to test “send to” and check formatting and deliverability before you send it to the main list.
7. Use a Text Version
A number of people do opt to view email as text-only, and increasingly, people are reading text-based email only on mobile phones. It is important to include a text-only version with the full HTML version.
8. Avoid Spam Filters
Spam filters are the enemy of direct mail. To avoid getting stuck in one, follow these tips:
- Do not use more images than text
- Use alt tags on all images
- Do not use exclamation points, dollar signs or all caps in the subject line
- Avoid spam trigger words (free, guarantee, guaranteed, dear, 50%, 100%, click, click here)