The following tips will help you optimize the deliverability success of your email.
Best practices:
- Creating incentives can help increase open rates
- Use multiple Calls-To-Action (CTA) within your emails
- Develop creative with a maximum width at 550-650 pixels
- Avoid redundant unsubscribe instructions
Always
- Insert opt-in and opt-out options on the footer and header of the creative
- Subject line should reflect the content of your email
- Provide valid postal address on footer
- Keep messages short, simple and focused
- Insert text into your creative
- Creatives should be 80% text and 20% images
- Encourage recipients to add your to their address book
- Create clear a Privacy Policy
- Create a noticeable Call-To-Action
- Keep Call-To-Action “above the fold”
- Offer a clear method of contact information
Avoid
- Don’t use spam phrases and excessive punctuation or symbols (i.e. !!!, *&^%$#@!, ???)
- Avoid adding red text. Red is loud and is a spam tactic
- Avoid using all CAPS, this can come across as if you are shouting. This will make your email look like it is spam, increasing the chance of it being filtered
- Insert incomplete information. It is required by law to insert your address in the footer of your email
- Insert misleading subject lines. It is illegal to misread recipients
- Avoid creatives with a single image and no physical text
- Never use JavaScript or Flash
CAN-SPAM Compliance
Follow the tips below to ensure your email is CAN-SPAM compliant:
- From name: For CAN-SPAM compliance, the 'From' name must be that of the client as the perception of the consumer is that the message is coming from the ultimate client marketer. Keep your 'From' line to under 50 characters.
- Reply to address: Make sure your reply to address makes it easy for consumers to ask questions upon receiving your email. It's ok if the reply to address is different from what's in your email signature.
- Avoid "noreply": Similarly, avoid using "noreply" as your reply to address. This prevents consumers with engaging with you further, and people are more likely to engage with an email that comes from a person. Additionally, a "noreply" address makes it harder for consumers to opt out. This could be a violation the CAN-SPAM Act which gives consumers the flexibility to opt out of email marketing at any time.
- Unsubscribe link: Make sure your email contains an unsubscribe link and a physical mailing address. These are required by the CAN-SPAM Act.
Spam Words
Avoid using these words in your email copy. Creative containing these terms are commonly marked as spam:
For more information, view our Connect Self-Serve Guide.