by Brett Schenker , Senior Deliverability Manager, Salsa
This is the final article in a series of three designed to give you the best chance of getting your emails delivered to your subscribers. We’ve already covered the “opt-in” and the importance of list management, but I don’t want to trivialize the value of great content. Let’s take a look…
Not as vital as it once was, content has shifted from the words and phrases used to how individuals react to it. Make sure that the content of email follows best practices and avoids “spammy” content (Salsa provides a step in email validation to test against SpamAssassin rules). Image to text ratio also matters, as well as the “size” of the email.
More important than the words, phrases and images, how people react is key. The more people who open, click, forward and reply, the better. If large chunks of your list lays dormant, you will eventually run into issues, no matter how those individuals got on your list. That will be covered more in “List Management.”
Other suggestions include:
- Make sure email has both html and plain text versions.
- Check email against the Salsa validation step.
- Use a service like Email On Acid to test emails if you suspect issues.
- Always place “alt-text” for images, especially in emails with one large image.
- Make sure individuals are receiving content they want. Too many fundraising asks can be a problem. By providing interesting content, you increase interaction and decrease complaints.
- Action is important. Emails should have an action, such as clicking a link or forwarding to a friend. The more people interact with the email, the better you’ll do in delivery.
- Always provide an unsubscribe link and abide by the receive email value results.