Freckle Newsletter Chapter 4 - Email Best Practice

The Freckle® team is proud to announce our partnership with corporate digital communication specialists Concep. Our partnership combines freckle's best practice design with the functionality and high deliverability rates achieved by Concep's dedicated email campaign platform to ensure your message gets heard.

BEFORE YOU SEND YOUR CAMPAIGNS

It's always good to be reminded of what to do when planning and sending your email campaigns. The list below has been compiled by our ever-competent account managers who are working with and advising clients on a day-to-day basis.

→	When subscribers sign up, educate them about the format in which you will send them messages and what they need to do to receive them properly. If someone receives communications that do not render properly in their email client, they will be far more likely to ignore or even unsubscribe. This includes informing them on how to add your domain name to their address book so that your communications do not get filtered into their junk mail.
→	Ensure that you design campaigns for the even the most restrictive image-blocking email clients. This includes the use of descriptive copy around images thus enticing the recipient to take the effort to enable the images within your campaign.
→	Display bullet points of the key offerings within your email above the fold, so that even if images are disabled, recipients can still see what information the email contains.
→	Where imagery is included, ensure that it is relevant to the subject of the page or article. First, think about the way a recipient will move through the email, then use imagery to attract readers' eyes to specific parts.
→	Headlines don't have to be large to be effective. They must work with the structure of the email, and guide the viewer through the content. Readers are capable of discerning the difference between high value content and filler, so headlines must be informative. Capturing the eye isn't enough.
→	Give recipients the option of signing up for text-only communications. Be sure to produce a plain text version of your message to be delivered if the HTML version is blocked.
→	Always personalise. It truly does make the difference between your recipient reading the message or deleting it.
→	If renting data, ensure you have a mechanism (form) to capture recipients' details so you don't have to rent the same names every time.
→	Be emotive. Remember that although you are communicating in a B2B environment you need add a human touch in order to instigate interaction between your company and the recipient.
→	Take the time to re-read your email and think from the recipient's perspective: 'Would I like to receive this message?'

To find out what Freckle® can do for your next email campaign, call Tiffany Frecklington direct on 02 9151 5918 or email tiffany@freckle.com.au