Online Means

Electronic loyalty is always a subject of great debate. If you make a phone call, you may encounter the barrier of a secretary or an office assistant. It may not even help if you know the director or manager personally. Direct marketing through emails, is somehow the same. When sending your newsletter, it is possible that, and depending on how it was created (the components of the newsletter), you encounter the "barrier of an anti-spam filter", this will simply mean that your newsletter will directly end up in the “spam” folder of the recipient.

Think of this scenario. You just created a great newsletter, with beautiful pictures and one heal of an attractive message. You're very happy and contented with your newly created newsletter. But then, there is one major problem that you have to deal with, and it is figuring out how to ensure that your newsletter is not considered as a spam when it is sent?

Even if you have done your permission marketing homework properly, you still stand a big chance that your email will go directly to the spam folder of your subscribers, thereby reducing your chances of benefiting from the great advantages email marketing provides.

I had the opportunity to conduct a study in partnership with one big internet marketing company, which is specialized in email marketing (creation and sending of newsletters). This study was conducted with 25 million email addresses used by the company each month to send mails.

Here is what emerged from this study (what not to do), and a number of tips for creating your newsletter, so that it can reach the targeted audience without being discarded automatically into oblivion. However, we will not disuse the different considerations related to differences in points of views between the numerous email clients we worked with.

How To Create a Good Newsletter: errors to avoid
The Subject of your Newsletter

 *An object (Subject of you newsletter) only in uppercase (eg OFFER)
 * The "!” "% "Or" / "repeated several times
 * Signs € or $
 * The repetition of words
 *Words cut through full stops or words separated with spaces.
 * Words of a sexual nature
 * The email address of the user in the subject
 * Figures at the beginning or end
 * Terms such as free, loose weight, make money, ...
 * No asterisk (*)

The body of your newsletter
* Unique image
* Too many images instead of text
* Too much text in the alt code for images (Text which appears when the images are not loaded - ALT attribute)
* A good number of blank lines
* A video in the body of your message  
* Forms and JavaScript
* Nested tables
* Comments in the codes
* The flash and iframes
* The tag <TBODY>
* <DIV> Tags: privilege or class=""> <p <td class="">
* Calls to style sheets (CSS) hosted elsewhere or styles declared in the beginning of mail
* Too short HTML  
* The font size is too small or too large (no <hx>)
* The priority flag set to "high importance"
* Attached documents
* A font color close to the background
* The size of the negative attributes of the tag <FONT>
* No images on the map. We must cut the images ...
* Avoid putting text in images especially when the latter is based on an exotic fonts and italics.
* Phrase such as "click here" should be avoided and instead replaced by "follow the link"
* No word should be all uppercased
* The use of sensitive words such as "free" (used alone or in combination with terms such as "test", "money", "example", "access", "accession", etc ...), sex "" XXX, "" spam, "" $ $ $ "," check "," payment order "," income "," seen on TV "... Even using seemingly harmless words like" lists of engines Research your newsletter may be penalized. You must be extremely careful.

Here Are Some Tips For Improving The Deliverance of Your Newsletters

Tips for improving the subject of your newsletter
* Put In no exclamation mark
* Include terms such as: news, newsletter, mailing list
* When possible the frequency of mailings (daily. ..)
* Indicate the date of dispatch
 
Tips to improve the message body of your newsletter
* A balance 50 / 50 between text and image (at worst,   2 / 3 image 1 / 3 text)
* A short alternative text to images (Alt tag)
* HTML not using styles housed outside the mall or reported at the beginning of mail
* No mail in your forms
* Links to the attachment rather than attachment (in addition it will be easier to measure the consultation)
     A text version *
 * HTML <TR> with and only <TD>
 * Integration of styles within the html tags
 * Make a validation of compliance with W3C: http://validator.w3.org/
  * Text aéré by subsections (<p> tag)
  * No mailto
  * In the case of use of sensitive words, the easier the rest of the image set
  * Prefer tags or <p align="center"> <div align="center"> to <td align="center"> (WARNING only valid for the attribute "center" for other styles, use the tags and p rather than td div)
  * UTF encoding 8
  * Html encoding for special characters and accents

Creating a newsletter in itself is simple, but you must be careful to respect a number of crucial points so that your newsletter will provide you with the results you expect. Unfortunately many people don’t, and the results of this study are a reflection of this frustrating reality. However, in light of the mistakes to avoid and applying these tips when creating your newsletter, you will have a greater chance that your newsletters are not filtered as spam.