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Other HTML Email Best Practices

Other Best Practices

• Set up branding settings correctly so the tracking URLs are your own branded domain and not the default shared domain.
   
• Use the pass-along functionality so forwarded messages render correctly.
   
• Use a browser link so subscribers can click through to a web version of your email if they want or need to.
   
• Don’t attach documents to your messages.  Instead, link to the documents and be sure to use the full URL, not just the local reference.
   
• Make sure authentication is set up and in place so the email clients that display authentication will show that your email has been authenticated.
   
• Follow all of the CAN-SPAM regulations, including the new ones.  Your emails must contain:
   
  • Your physical address (valid P.O. boxes and private mailboxes are now okay as long as they are registered with the USPS)
     
  • An unsubscribe link, and do not complicate the opt-out process by requiring unsubscribers to login to their accounts, click on multiple web pages, or pay a fee to unsubscribe
     
  • A valid, non-deceptive subject line and routing information, including header information on the sole sender if the message is from multiple senders
     
  • A warning label if the email contains adult content
    To learn more, read Listrak’s white paper “New CAN-SPAM Rules for 2008.”
• Check Spam Score for any issues prior to sending the message.
   
• Test the email in as many email readers as possible before deploying it to your list and be sure to view the messages with the images off so you know how many of your recipients will view your message when they open it.  Also review it with the images turned on to check for formatting issues and be sure to test each link for validity.
   
• Monitor your lists so you know which email clients are the most popular with your subscribers.  Analyze your seed lists and metrics so you can identify issues that might only be occurring in one client or at a particular ISP.
   
• Use a third party rendering service to test content and deliverability of your messages.
   
• Keep the message short and simple.  Your emails should present your recipients with just enough information to pique their interests so they click-through the message to learn more.  If your message is too long, or if it contains complex code that might not render properly, you will lose your audience.