Email Delivery 101 – How to Get Your Emails Delivered
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Learn more about email delivery and what you can do to help get your emails to the inbox. Join VerticalResponse experts to get tips on how to create effective and engaging emails that get delivered. This webinar is geared toward beginners and intermediate attendees.
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Email Delivery 101 – How to Get Your Emails Delivered
- 2. Email Delivery 101 – How to Get Your Emails Delivered Jill Bastian and Jennifer Noyes VerticalResponse
- 3. Agenda • Email Delivery • The anti-spam laws • Tips for your Emails • Resources • Q&A
- 4. Email Delivery • Do your emails get complaints? • Does your email hit spam trap addresses? • How high are your invalid address or bounce rates? • Mailbox providers have their own criteria for content as well as use spam filters • Email Content can cause delivery issues
- 5. What is CAN-SPAM, CASL? • Bans False header information • Domain name must be accurate • Email address from the actual sender • From label - Must be "From" who the recipient has the relationship with • Bans deceptive subject lines - must relate to the content
- 6. What is…cont. • Requires working opt-out method. • Must remove address within 10 days. • Opt-out method must be active for 30 days. • Requires the sender postal address. • Cannot harvest email addresses • Non-compliance could subject you to fines • CASL – no purchased lists. Must have proof of sign-up*
- 7. VerticalResponse Anti-Spam Policy • No purchased, rented, harvested or otherwise third party mailing lists. • Clients can only mail to people who have specifically requested info from or about their company. • Good - Opt-in Form on website, Customers, sign-up at a tradeshow booth, request email over the phone. • Bad or Questionable - Contact Us form on website, tradeshow attendee list, list provided by an affiliate or partner, purchased / rented / borrowed list.
- 8. From Label • Accurate from lines (SPAM laws) • Ask recipients to add your “From” address to their address books. • Avoid frequent changes of From field names • Avoid vague From field names, such as: “1973ab4@domain.com”, noreply@domain.com
- 9. Subject line • No tricks! Subject line should be related to content (SPAM laws) • Avoid ‘Spam’ techniques in the subject line FREE F*R*E*E Don’t abuse punctuation!!! No Excessive CAPITALIZATION • Don’t use “Re:” or “Fwd:” in the subject line
- 10. Content • Know where your links go – Always link to reputable sites • Make sure your email is a balance of text and images - Single image emails can go to spam • Host your images with a good, creditable service • No Dears • Send what is expected! • Review reporting regularly
- 11. Design • Don’t go crazy with email size • Balance the image-to-text ratio - 70/30 or 80/20 • Host your images through an established service. • Use Alt text behind images • Avoid lots of colored text • Test your email design!
- 12. HTML • Keep HTML clean – Close all tags – Use <html><body> tags and close them </body></html> – Nest tags correctly • <p>This is a paragraph, where <b>these words are bold</p></b> Wrong! – <p>This is a paragraph, where <b>these words are bold</b></p> Right! – Use HTML validators - http://validator.w3.org/
- 13. Lists • No Purchased lists! (Some SPAM laws) • Clear Unsubscribe ( SPAM laws) • Use a sign up form • Add to Address Book • Segment to send targeted emails • Test!
- 14. Frequency • Set up mailing frequency at sign up – and stick to it! • Mail at least once per month • Have a welcome email • Holiday mailing - alert your recipients to any changes
- 15. Common Pitfalls to Inbox Success Sending to an Old List <- Most common cause for a drop in expected delivery Not asking permission OR assuming permission means forever Not sending a Welcome message Forgetting to test or not testing at all Not reviewing reports Not following common Contact Management practices – list hygiene
- 16. Resources & Links Upcoming Delivery Webinars Feb. 25th 10 AM PT How Your Email is Impacted by SPAM Laws March 25th 10 AM PT How Do ISP Changes Impact Your Email?
- 17. Resources & Links • How to Do Everything • http://help.verticalresponse.com/ • VR Marketing Blog – List Building Guides pagehttp://www.verticalresponse.com/education- support/guides/ • HTML Tips for Designing Your Email • Design Your Email for Delivery & Response • 50 Ways to Grow Your List • The Ultimate Guide to Email Delivery • Email Delivery, VerticalResponse, and You