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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