Email is a great way to recruit prospects and maintain a good relationship with your customers. We're not going to tell you otherwise: we're email acquisition specialists, and our customers are so happy with the performance of their campaigns 😉 !
But for an email to be read, it has to be delivered properly and arrive in the right box. You've followed all our invaluable advice in the article How to create an effective email to seduce your prospects. So you've created the perfect email in both form and content. Great! But if it's delivered to a Spam inbox, it'll be totally ineffective!
So before launching an acquisition campaign, it's essential to check a number of key points in the html integration to ensure that the email reaches the inbox...
We'd like to share a few tips with you on how to make this html integration a success and optimize the deliverability of your acquisition emails. The first of which is to give us a call 📞!
Integration best practices for optimized deliverability
Balance it out!
Respect a balanced image/text integration ratio. Think 60 / 40 (60% image / 40% text).
- And like the yellow vests, Respect the Font. Use web fonts like Arial, Verdana, Georgia and Times New Roman.
- And avoid full-image emails. Okay, it looks great; but you're likely to get SPAM!
No swearing.
So let's be polite... but here we're talking about "spammy" swear words. Words that strongly encourage sales, such as those used in banking, marketing and pharmaceuticals. Avoid "free", "deal", "best price", "promotion" or "win". Many sites offer lists of these "spammy" words to help you write your e-mail.
Keep a good character.
Don't overuse special characters (€, $, etc.) or exaggerated punctuation such as "!!!!", "???" or downright "!!??!!!!!!!!!!!!!!!!!!! It's an email, not a comic book!
Keep it light.
Respect a maximum size and weight of 100kb for your email. An email that is too heavy is likely to end up as SPAM. Messaging providers offer space but remain vigilant about the weight used by messages on their servers. Code weight is therefore of great importance in the fight against SPAM.
The same goes for images.
Think of my granny in Cantal! Not everyone has 1GB fiber! The heavier the image, the longer it will take to load the e-mail, which is particularly detrimental to the user experience. It's also detrimental to deliverability. Messaging services such as GMAIL host images on their servers when the email is received, so they are sensitive to its overall weight. Do not exceed 1MB code and image.
Customize it!
Use different templates for your CRM and your prospecting operations. The same template used for large volumes of mail (combined CRM and PRM) runs the risk of being detected by ISPs and declared as spam.
Respect the code.
- Don't forget Alt attributes for your image tags and Title attributes for your link tags;
- Beware of unclosed tags in your code, which can break the display of your email on certain messaging systems.
Think big for your business... less for your emails!
Limit your e-mail width to 600-700 pixels max. This will ensure a more uniform display on different webmails. Your message will be more condensed and clearer.
Look after your reputation!
Unwanted arrivals will inevitably damage your reputation as a sender, and therefore your deliverability. Your domain name or part of your URLs could be designated as spam and significantly penalize your IPs.
And then disaster! You've earned yourself a reputation as a spammer! Your KPI's plummet irretrievably: open rate and reactivity rate at half-mast, unsubscribe rate soaring. Outch! you've just cut the head off your ROI!...
