Sending That Holiday E-Blast? Check up on these best practices, little elf.

Posted on: December 23rd, 2009

Perhaps you are preparing to hit ‘send’ on your holiday E-Blast today. Newsletters are a great tool in connecting to your target audience. Appleton Creative works with a variety of clients and newsletters so we get a lot of similar questions when it comes to the actual sending.

Appleton Creative On Assuring the Delivery of Your Message
If your e-blast doesn’t get delivered to the recipient’s inbox, the chance of it actually being read jumps down significantly.
Pushing through today’s spam filters requires a delicate mix of good technology and email history. Most email service providers are set up with what you need. The greater challenge is often getting through the filters that reside on the recipient’s desktop or those who are using the highest level of security settings. When asking recipients to opt in, you can also make a point to have them add you as an approved sender, to help with this.

Appleton Creative on The Timing of Your E-blast
When you send your newsletter, time wise, can greatly affect your results. Appleton Creative can help you reach the most amount of readers with timing your message. The blast should be sent at regular intervals and delivered at an appropriate day/time, such as weekdays and during business hours.

Appleton Creative’s Two Best Tips That Will Increase Readership;
1.) The From Line
The from line of your newsletter should clearly state the sender and be simply recognizable to the recipient. It is widely studied and found that when viewing their inbox, readers immediately begin by looking at the from line; being open and grabbing readers within that portion has been shown to sharply help your open rates.
At Appleton, we also recommend each message actually have two entries in your from line—the display or familiar from address and the actual from address if you are sending from a box other than your own.

2.) The Subject Line
Your subject line should be fetching, benefit based and specifically describe the content of your email newsletter. The main message in the subject line should appear first; keep in mind subject lines are often truncated in inboxes or nowadays on mobiles. When creating your subject lines, clients should be sure they don’t come across spam-like by avoiding exaggerated claims and verbiage favored by junk emailers.

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