Even simple decisions and seemingly small details in mailing lists are very important for improve email deliverability. We will tell you in detail about what little things you should pay attention to in the design and sending of messages so that the mailing doesn’t get into spam and is beneficial both for the sender and the recipient.
Consider the time of sending and coordinate with the rhythm of work and life of the person
A very subtle but important setting for the mailing is the time of sending. Sending to a specific recipient, it’s always a communication with a person. And so, you should consider three factors:
- the comfort of the time of receipt;
- the ability to consciously respond to the mailing;
- the ability to read in the conditions that best suit the user.
The rhythm of the user’s life is undoubtedly very different. But still the majority adheres to the morning mode of rising, breakfast, travel to the workplace, performing work tasks. As well as time for public or personal transportation home, rest. If it’s a mailing for technological equipment or innovative solutions for the company, it’s best to do it no earlier than 10-11 a.m. or at another time that’s customary for decision-making and the start of the workday in a particular industry. Managers analyze the current situation in the morning and plan actions for the day. In this interval, it is best to send a letter with suggestions. A completely different timeframe for mailing would be suitable for an offer to buy a refrigerator or a coffee grinder. This is more likely to be of interest during vacation time, but completely inappropriate during work hours. During your lunch break, a mailing telling you about a vacation, a new cafe, suggestions for a useful transportation ordering app, and more might be quite appropriate.
Choose a clear and simple address
As cliché as it may sound, a simple and short sender address can and should indicate:
- to the name of the company doing the mailing;
- contain other explicitly related meaning directly related to the subject of the message;
- be moderately long, so that it’s easy to read both on a computer monitor and a smartphone screen.
Recipients of newsletters are very often guided by the quality of the messages they receive by the authorship of the email and its subject line. If neither of these parameters suits them, even a relevant mailing can end up in spam. For example, it is inappropriate to call the sender’s mailbox a personal name in the name of the mailing about the same coffee machines. Anything related to coffee or appliances, the comfort of making coffee, is a good choice.
An extravagant email subject line isn’t appropriate either, unless your message is related to the creative industry and the production of flashy slogans or something similar. That is, it’s a very narrow niche business. In other cases, you should initially assess the recipient as someone who, for whatever reason, is obliged to take the time to read the letter. And this happens mostly only because of the importance and usefulness of the message. And only then – thanks to a good design or a catchy headline.
