15. Best Practices & Recommendations - Summary Best Practice Recommendation Provide a subscription – administration center in each message Add a subscription center to the site to make it easy for users to sign-up for email and build your database. Provide a Forward to a Friend Link Include on all email communication prominently at the top of each email. Display the recipient’s email address Insure that every email is from either your company or an individual within your company. Provide an email address for feedback or sender contact and provide telephone number Allow multiple ways for a user to contact you and display and a clear / prominent way. Get serious about the subject line Write actionable subject lines that inspire users to act on the email. Provide navigation links within the email to the web site Include the global navigation links within the email so links go to the appropriate places on your site. Make the most of the real estate Make sure the most important information is included within the top 4 inches of the email. Insure that your audience feels safe giving you their personal information Include copy in all email and on the site that conveys this feeling of safety that the user is looking for. Inspire with relevant content Stand out from the rest of a users inbox by providing content that is relevant and interesting to the user.
If you are ignoring some best practices, your email program could be underperforming. Start incorporating some of the following to insure that emails are performing as well as possible.
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