The design of your emails
- Declare your sender addresses
- Use a domain configured with an email server (MX) (see paragraph «Sending emails»)
- Use a Valid shipping address
- Present a recognisable alias to foster recipient trust
- Prefer the use of a different address for the «reply to», and process returns!
- Create a Short, explicit object (ideally 60 characters), which you can complete with the preview text (and preheader)
- Do not overuse special characters
- Do not use plain text links; replace them with Call to Action (CTA buttons) or embed the plain text links within an image.
- You can also add the main CTA link behind your images so as not to lose the final conversion objective.
- Check and limit your redirect links, a maximum of about ten (including contact and/or social media blocks)
- Determine a Call to Action – Clear CTA to direct the recipient towards the expected action
- Don't only use images to build your emails and correctly fill in the alt text to encourage opens and downloads when received via email.
- Minimise your image/GIF file sizes must not exceed 2MB: prepare the format of your visuals before importing them into the emailing builder. For GIFs, remember to put a complete image at the start of the animation so you don't end up with a blank page if the GIF doesn't load on an email client.
Email testing and rendering
- Do you send approvals for Check the result of your email and the functioning of the personalisation criteria for example.
- Perform a render test for check the rendering of your email across all devices (desktop, mobile and tablet) and email versions. Example with the @Emailonacid solution.
- Use ancillary tools to ensure the deliverability of your email (technical configuration and message quality), for example with the online solution @Mail-tester. You will obtain a score and a breakdown of the points to monitor or correct that could affect the good deliverability of your message.
- Write a text version that is consistent with the HTML version For security: The email is generated in multipart, meaning it contains both an HTML and a TEXT version. The text version was originally used in some webmails that were unable to read HTML. Today, virtually no tools display the text version, however, anti-spam filters check for its presence and the consistency of its content. If the text version is present but empty, it may trigger an alert.
Databases
- Use a Recent and qualified database.
- Refine your targeting to write to Appetising contacts and ideally active.
- Remove malformed, erroneous, trap… addresses
- Comply with GDPR regulations :
- Collect double opt-in per contact, for each channel and each publication.
- Determine yours Terms of use, shelf life and basic cleaning, particularly by correctly handling unsubscribes, bounces (hard and soft), complaints...
The planning
- Send regular emails with suitable volumes to Maintain the heating of your IP.
- Avoid any sudden increase in volume without warming up, especially after a significant absence from campaigns. Contact our team to help you develop a heating plan, if applicable.
- Respect the constraints of the providers (email services on which your emails are sent).
Sending configurations
- Use an experienced router, such as Smartprofile who has experts dedicated to routing.
- Configure SPF / DKIM / DMARC lookup records.
- State your IP addresses.
Performance tracking
- Analyse the results of your campaigns based on the set objective, target audience, the quality of your database, and the message.
- Optimise your messages and evolve your templates.
- Test your items, messages, targets, and scheduling dates/times with the AB test module.
- Adapt to your target audience based on your core business while keeping an eye on market trends and best practices.
Would you like to know more? Contact our team of experts directly by writing to our Customer Success Manager. Emmanuelle Le Comte or our support team.
Also find our webinar 10 tips for impactful emails!
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