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Email Best Practices

Before You Hit Send

  • Over 50% of emails are opened on a mobile device. Test your emails on both desktop and a mobile device before sending. Services such as Litmus and Email on Acid allow you to view your email on multiple devices and clients.
  • Take note of the current global email client market share, and ensure that your email looks right on the most popular clients. While you may be using Outlook in your office, the majority of your recipients are likely a different client.
  • Click through all links and ensure they are both working and pointing to the correct page.
  • Run your copy through a spell-check and have a colleague give it a second glance. Also, ensure that all dates are current and valid.

Best Practices for Effective Email Marketing

  • Key subject line info should be in the first 35 characters.
  • Preheaders (the preview text that a reader sees before opening an email) can be around 80 characters, with the most important content first.
  • Use a top-down content hierarchy. Get to the point quickly.
  • Utilize the "ALT" field with all included images. This is vital for accessibility, as well as for recipients who block images.
  • Call-to-Action language should be descriptive, value-oriented, and action-oriented. Avoid using "click here".
  • Statistically, most emails are opened on Tuesdays, Wednesdays, or Thursdays in the early afternoon.

Tips for Avoiding Spam Filters

  • Avoid bright red fonts or excessive colors, styles, and formatting.
  • Don't overuse exclamation points!!!!!!!
  • DON'T YELL IN ALL CAPS!
  • Don't say "free" or "click here!" or "click here now!" or "act now!" or "limited time!"
  • Avoid using the word "test" in your subject line.
  • Don't build an email with images only, you need to also include text in the message.
  • To learn more about spam filters, please visit MailChimp's Email Design Reference site

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