Email technology constantly changes, so things we may have done five years ago out of necessity are no longer needed today. In this blog post, we outline three email practices that are out-of-date and don’t provide the value they once did. We also give suggestions for current best practices.
1) View the email in a browser
Unless you’ve just started using email in the last two years, you’ve seen this sentence in a pre-header (the string of text that is often at the top of an email and appears as the short summary line that you see before you open an email). In fact, it was considered a best practice for years to link to a separate browser window in case the email didn’t render as expected from the recipients’ inbox. This has changed. Email Service Providers (ESPs) like Microsoft, Gmail and Yahoo comprise the majority of consumer email accounts and their ability to render HTML. Email editors have also added responsive techniques and a more structure creation process to make it easier to create a nice-looking email that will render properly across email platforms. A recipient can now view HTML in their inbox just as easily as in a web browser, and across multiple devices (computer, tablet and smartphone).
At Lasso, our goal is to help guide our clients to greatness and help create great emails! The pre-header text is valuable real estate. One can argue that it will garner the most clicks if there is a link. So make it a compelling call-to-action! Even within Lasso’s Design Editor, we have disabled the “view in web browser” functionality. The pre-header is valuable space in an email, and our recommendation is that clients use this space for important information or call-to-action links.
2) Using a single image as an email template
We know it’s a much easier approach to email marketing to upload a single image and call it done, but we have advised against this practice for several years. Creative agencies often produce flyers or other printed collateral as a single JPG image, meant to be printed or displayed on an electric kiosk. Although it takes very little work to repurpose such an image into an email, the consequences are significant:
- Not all providers display images upon opening an email. (Your email will appear blank without images enabled.)
- If an image becomes corrupt, there is no way to view the contents of the email.
- Modern email practices call for simple text and image layouts for easier reading.
- This is a common practice of spammers. They can create an image with inappropriate language. ISPs, therefore, often think that email being sent with a single image is spam and can flag your legitimate email as spam and send to junk.
3) Sending business email from a private/personal account
We previously touched on this topic in the blog post, “Why You Should Use Your Corporate Email Address for Mass Mails.” To summarize, there are four reasons you should always use a corporate email address (firstname.lastname@example.org) rather than a personal or private email (email@example.com):
- Deliverability: Most major ESPs require that their email originates within their own infrastructure. That means that if you use this email address through a 3rd party email provider, like Lasso, the ESP will immediately render it illegitimate, and it will not be delivered.
- Branding: People are more likely to open emails from names and organization they recognize.
- Credibility: Using a corporate email address establishes your professional affiliation with your company or community.
- Legality: Anti-Spam laws in the U.S. and Canada require that mass marketing emails include accurate header information, including identifying the sender and organization in the “From” field.
We know that it can be difficult to keep up with the latest best practices. That’s why Lasso offers an Email Marketing Kit featuring our top webinars and blog posts. Download the kit here.
Are you a Lasso client and need more information or have a question? We’re here to help! Email firstname.lastname@example.org.