In the digital age, email remains one of the most effective ways to communicate with customers and clients. Despite predictions of its demise, email has proven resilient and continues to be a critical tool for businesses. However, just sending an email is not enough. Ensuring that your emails are delivered and actually read is a complex process requiring attention to various technical and design considerations. One of the key factors in email deliverability is proper formatting. In this blog post, we will explore strategies to ensure email deliverability with an emphasis on proper formatting.
Email deliverability is the ability to successfully deliver emails to the intended recipients' inboxes. Good deliverability ensures that your emails reach your audience as intended, rather than being bounced, marked as spam, or ignored. Several factors influence deliverability, including:
Proper email formatting directly ties into many of these factors, making it an essential consideration for anyone serious about email marketing.
Proper formatting affects deliverability in several ways:
Now, let's delve into the specific strategies and best practices for ensuring your emails are properly formatted.
The first thing a recipient sees is the sender's name and email address. It should be immediately clear who the email is from. Using a generic email address like "[email protected]" can be off-putting and lead to lower open rates. Instead, use a recognizable name and email address that aligns with your brand.
Example:
Bad: [email protected]
Good: [email protected] or [email protected]
Your subject line sets the tone for what the recipient can expect. It should be clear, concise, and avoid spammy language. Excessive use of punctuation, all caps, and trigger words can increase the likelihood of your email being flagged as spam.
Example:
Bad: !!!WIN BIG NOW!!! YOU WON'T BELIEVE THIS OFFER!!!
Good: New Arrivals: Check Out Our September Collection
The preheader text is the snippet of text that appears next to or below the subject line in the inbox. It's an additional opportunity to entice the recipient to open your email. Ensure it complements your subject line and provides a preview of the content.
Example:
Bad: View this email in your browser
Good: Enjoy exclusive discounts on your favorite products this month
A clean, well-organized layout enhances readability and user experience. Use headings, subheadings, bullet points, and whitespace effectively to break up text and make your email scannable.
Example Layout:
<div>
<h1>Welcome to Our Monthly Newsletter</h1>
<p>Dear [First Name],</p>
<p>We're excited to bring you the latest updates, offers, and events for this month.</p>
<h2>Top Stories</h2>
<ul>
<li>Article One: Summary and link</li>
<li>Article Two: Summary and link</li>
<li>Article Three: Summary and link</li>
</ul>
<h2>Upcoming Events</h2>
<p>Details and links to events</p>
<h2>Exclusive Offers</h2>
<p>Offer details and call-to-action</p>
</div>
With a significant percentage of emails being read on mobile devices, responsive email design is critical. Ensure your email templates are built to adjust to different screen sizes seamlessly.
Tips for Responsive Design:
Example CSS:
@media only screen and (max-width: 600px) {
.container {
width: 100% !important;
}
.content {
padding: 20px !important;
}
.btn {
width: 100% !important;
display: block !important;
}
}
Alt text serves two purposes: it ensures accessibility and it helps when images do not load properly. Alt text should be descriptive and provide context to the image.
Example:
<img src="discount-banner.jpg" alt="Exclusive 20% Discount for Newsletter Subscribers" />
Every email should have a clear and compelling call to action. The CTA button should stand out visually and use actionable language.
Example:
<a href="https://www.yourwebsite.com/special-offer" class="btn">Claim Your Offer Now</a>
Before sending your email to your entire list, it's crucial to test it. Send test emails to different email clients and devices to ensure everything appears correctly and functions as expected. Tools like Litmus or Email on Acid can assist in this process.
Many email clients offer the option to view emails in either HTML or plain text. Including a plain text version ensures that your message is accessible to all recipients, regardless of their email client's capabilities.
Example MIME Structure:
Content-Type: multipart/alternative; boundary="boundary-example"
--boundary-example
Content-Type: text/plain; charset="UTF-8"
Plain text version of the email.
--boundary-example
Content-Type: text/html; charset="UTF-8"
<html>
<body>
HTML version of the email.
</body>
</html>
--boundary-example--
Certain words and phrases can trigger spam filters. Be mindful of your language and avoid terms commonly associated with spam.
Common Trigger Words:
Pay close attention to email analytics and feedback from recipients. Metrics like open rates, click-through rates, bounce rates, and spam complaints can provide valuable insights into how well your emails are performing and where there is room for improvement.
Always include an easy-to-find unsubscribe link in your emails. Respecting recipients' preferences is not only good practice but is also required by laws such as CAN-SPAM (USA) and GDPR (EU).
Example:
<p>
If you no longer wish to receive our emails, you can
<a href="https://www.yourwebsite.com/unsubscribe">unsubscribe here</a>.
</p>
Ensuring email deliverability is a multifaceted challenge, but proper email formatting plays a crucial role in overcoming it. By implementing the best practices outlined above, you can enhance your chances of reaching the inbox, engaging your audience, and achieving your communication goals.
Remember, email marketing is not a set-it-and-forget-it strategy. Constant monitoring, testing, and optimization are essential for continued success. Pay attention to how your emails perform, and be willing to adapt and refine your approach based on the data.
By prioritizing proper formatting, you not only improve deliverability but also provide a better experience for your recipients, ultimately fostering stronger relationships and driving better results for your business.
Happy emailing!