Step four: Double check your ‘from’ address
and subject line
Did you know that 60 percent of email recipients cite the “from” address
as the No.1 reason they open emails? Having a consistent, recognizable
address in the “from” field is not only important for marketing
purposes—and for encouraging recipients to open your emails—it's
also important to avoid accusations of sending spam.
In other words, if you send an email using a “from” address
that end users do not recognize, they may automatically assume it's
spam, and they may initiate automated spam complaints even without
bothering to open the email and read it. The solution is to consistently
use a recognizable “from” address such as your company
name. Stated another way, the name that appears in the “from” column
in the end users’ email inbox should be your company name, and
you should keep this name with every email campaign.
In dealing with the subject line, the main focus is to make sure it
could in no way be construed as misleading. This is normally not a
problem with responsible email marketers, but since verbiage about
misleading subject lines is directly covered in the CAN-SPAM act, it
certainly is a good time to review the subject lines you are currently
using in your outbound email campaigns.
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