|
1) Get whitelisted. Some ISPs (notably AOL) and most managed mail networks can whitelist commercial mailers. This ensures selected e-mail is allowed through with a minimum of filtering, image blocking included. In the business-to-consumer (B2C) environment, whitelisting usually happens at the user level. If a user added the sender's address to her address book or "safe list," your mail is unmolested by most ISP and personal filters.
2) Add a "view Web version" link. Host a version of your message on the Web. Provide a text link to it at the very top of your message. Regardless of image or personal settings, the recipient can always click through and view the message as a Web page.
3) Check message appearance in the preview pane. The preview pane is like a newspaper's "above the fold" area and is where many recipients read or scan their messages. Can recipients make a quick "open" decision based on content showing in the preview pane? If not, consider reformatting the message or adding teaser text up top that highlights what's below.
4) Include alt tags. Although many e-mail services and clients don't display alt tags when images are disabled, it's always a good idea to include them. Regardless of why, if images haven't loaded, properly written alt tags at least provide the recipient with a sense of what she doesn't see.
5) Use text-based ads. Publishers carrying server-based ads might consider including more text-based ads. Some publishers report text ads deliver higher CTRs than image-based ads.
6) Create text versions. With HTML e-mail so popular, text versions tend to be neglected. Yet recent e-mail client changes mean users have an increased ability to select which default format they prefer. A strong text version ensures you still reach users, regardless of format preference.
7) Include more text links. If your e-mail includes several key linked images, consider adding text-based links above or below the image or appropriately placed in nearby copy.
8) Focus on CTRs and conversion rates. Don't obsess over open rates. Monitor CTRs and conversion rates. Focus on maintaining or increasing them.
|
