EMAIL MARKETING CHECKLIST
With another item to add to the email marketing checklist, how are you supposed to deal with these email client restrictions? Here are some quick guidelines to follow when building your From and Subject lines:
1) Understand the demographics of your list. Do you have a large number of AOL and Hotmail recipients?
2) Once you understand the composition of your list, determine if it is important enough to your organization to treat these different email client recipients differently? Do you have the resources and time to develop different versions and subject lines? Do you already create separate AOL versions of your email (i.e., in Rich Text Format)?
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3) Set up email accounts with all of the major email providers that comprise your list. Regardless of whether you create different versions of your subject lines, always send test emails to these accounts to ensure your subject line isn't cut off at a critical point.
4) If you decide to go with a single subject line for all - keep it short and succinct so that it displays in total for all clients. Or alternatively, write a longer subject line, but make sure the first 45 characters convey your key message.
5) For AOL subscribers, include the name of your company, newsletter message, etc, in the subject line, such as: "{Company X Newsline}."
6) Don't forget the actual copy. Regardless of length, make sure your subject line copy resonates with your recipients, makes them open the email and take the desired action. Once you've solidified the key message of the subject line, then edit as appropriate for the differing amount of available subject line space.
7) Be consistent. Once you've figured out what the optimum From name is and name in the subject line (if used) - stick with it. Over time people will recognize it and will be less likely to delete the message as unwanted email.
8) Lastly, if you have any doubts or concerns, or simply want to test out these theories, conduct A/B split tests of "with or without company name" in the subject line and short versus long subject line copy. While dealing with all of these variations can seem mind boggling at times, email marketing is really a game of incremental improvement. A little tweak here, a tweak there and pretty soon you've increased open rates from 35% to 40%. Happy tweaking!
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