According to
Sharaf Atakhanov, CUA from Temple University, timing, quantity, text and graphics can ultimately improve or damage your e-newsletter campaign results. He explains that certain words and fonts, such as ALL CAPS, exclamation points, red fonts, FREE and Click Here should be avoided since they alert SPAM filters. Timing can also make a difference. Never send an email on a Monday or Friday, for instance, since these are the days emails frequently get lost or unread.
In his presentation, Email Marketing: Email Campaigns that Work, Atakhanov states that the quality of our e-newsletters is more important than the quantity. The old saying, “less is more” is key. We should focus on the message, keep it simple, reduce the noise and graphics, and use redundancy to our call to actions. All emails must have an “unsubscribe” button, and it’s helpful to include a link to the “online version” for better usability, and “forward to a friend.” To download the full presentation, click here.
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