ACT!ion > Winter 2010
ACT! Technology Corner:
Make It to the Inbox
The e-mail deliverability requirements are constantly changing and the first step you can take to hit more inboxes with your marketing messages is to partner with a reputable provider like ACT! E-marketing. When developing your messages, there are a few simple things to take into consideration, and a few things you should make sure to avoid.
- Don’t use special characters or numbers ($#!&%). No matter how excited you are about your e-mail, don’t end your subject line with an exclamation point!
- Don’t use all CAPS. It is OK to capitalize every word, but do not capitalize every letter.
- Stay away from buzz words.
- Be relevant. Not only will this increase your open rates, but Spam filters look to see if you are talking about Trucks in your subject line, but airline tickets in the body of the e-mail.
- Keep it simple. Don’t include 10 pictures and 15 links. Spam filters like simple messages—so do your recipients.
- Keep it short. Simple means a lot of things and one of these is length of your e-mail. To a spam filter, an e-mail with a lot of content has a higher chance of being junked.
- No FTP links. Only link to http or https type links.
- Simple formatting. Don’t have four different font sizes, three tables, some bold, some underlined, some italicized text. Again, your recipients will thank you.
- From address. Send from John@xyzcorp.com, not email@example.com. This will also increase open rates as your recipients will recognize you.
- Safe sender. Ask your recipients to add you to their safe sender list. In Outlook® go to Actions>Junk Email>Junk Email Options>Safe Senders tab.
- SPF record. When you send through your third-party ESP, to your recipient it looks like it is being delivered from you, which is great. However, the receiving ISP (Yahoo!®, Gmail™, Hotmail®, Comcast®, Cox®, etc.) can see that the e-mail is being sent from you, but is actually being delivered by Swiftpage. This discrepancy can cause your e-mails to be junked. To combat this, create an SPF record.
- Spam check. Get in the habit of sending your e-mail through a spam check before you send it out. It will look at your e-mail as a spam filter would and give you feedback as to what should be changed.
Vice President of Marketing
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