Broadcast E mail TOOLS AND BEST PRACTICES
Is your e mail communication successful? Why or why not? Have you even thought about it? What is your current process?
How e mail appears to work Select Recipients Compose Message Send Message Sender s Outbox Recipient s Inbox Message Delivered Message Read
How e mail actually works Select Recipients Compose Message Send Message Sender s Outbox Sender s Mail Server/Provider Attachments E mail throttling
How e mail actually works Blacklist E mail throttling Attachments Spam check Recipient s Mail Provider Recipient s Inbox Spam check Virus check Message Delivered
Tips to getting your messages delivered List hygiene Don t ignore returned messages Remove bounces and invalid addresses Remove inactive accounts and unsubscribes Consistent delivery Sporadic delivery increases the chances of getting marked as spam Recipients will expect your messages E mail throttling check with your service provider
Getting your e mail opened Why do people open an e mail? It's from a person or organization that matters to them The content of the subject line is identifies something important How often is too often? Depends on the audience Weekly or monthly should be adequate Special items can be sent anytime but don t over do it
Best practices for composing e mail Use informative, short, recognizable subject lines More e mail being read on smartphones with smaller screens Don't use ALL CAPS or spammy words in the subject line Watch out for trigger words like: urgent, special, etc. Use images sparingly Most e mail clients don t display images by default Don t rely on an image conveying your message
Best practices for composing e mail Write for scanability Never Center or Right Justify text Bold selectively, never Underline text unless it s a link Use bullet points Write short concise copy Half of all e mail read on a mobile devices and smartphones Screen size of the device used by your recipient matters
Best practices for composing e mail Include a Call to Action Instruction to provoke an immediate response Can be text or a button Use action words like: Call Now Find out more Download our newsletter
Best practices for composing e mail Stick to basic, cross platform fonts No more than two sizes Web fonts are not supported by all e mail clients Avoid attachments Reduces the chance of getting caught in a filter Better to link to a file on your website Shortened URL links are not recommended Can be a Spam trap Better to use a link tool in your editor
Best practices for composing e mail Create a footer to display complete contact information including, unsubscribe link Test, test, test Check other e mail clients than your primary Make sure that the links work correctly Double check for spelling and grammar
Review of applications and services Using your e mail client to create a broadcast Paste addresses in the Bcc field Don t be tempted to attach file(s) because it s easy This procedure can be susceptible to email throttling E mail marketing services simplify entire process HTML editor and templates Manage your subscriber lists Reporting tools
Managing your list of addresses Best if done in one place Redundant lists cause problems in the future How will others in your office gain access if necessary Dealing with people who don t have e mail Do they receive all communication?
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