A new label is being applied to a specific category of unwanted emails. BACN is the "clever" new acronym that applies to emails that don't quite fall into unsolicited bulk email, or as highly prized and desired email. It falls somewhere in between on the desirability scale. As email marketers it is imperative that you take steps to avoid your messages falling into the BACN designation.
What is BACN?
Unlike SPAM, BACN email is slightly more palatable, but too much of it is not good for you. The email that falls into this category is best described as something you signed up for, but don't really read. However, you don't want to unsubscribe because every so often you might get a golden nugget of information, or a coupon for something you really need. From the email marketer's standpoint, the problem with BACN email is that it is rarely read.
There are three major steps you can take to avoid the BACN designation:
_If you have a rather long email newsletter, you might consider using named anchor tags with links at the top of the letter, to allow your readers to navigate down to the portion of the message in which they are most interested, very much like we do with Arial Insider. Now, this feature is amazingly easy to implement with Campaign Enterprise's new HTML editor. It can also be done using regular old HTML coding. We'll take a look at both options to show you how the technology works.
To do the same thing directly in the HTML code, first edit your code and find the title area where you want your first anchor, enter the following code:
<a name="one"> < /a>
Then, for the link at the top, use the following code.
<a href="#One"> How to Use Anchor Tags Inside Your Email Message </a>
That is all there is to it. You can now make it easier for your readers to get to the parts of your newsletter that are of particular interest to them. You might want to place a #Top anchor near the bottom of each article to return the reader up to the contents list.