03.14.20162 min read

Email Deliverability at Its Finest

By Andrea Parker

You've heard of the importance of good subject lines and the quality of the text copy of your emails, but there's even more to think about if you want to make sure your message not only gets opened, but also read. You’re going to need to make sure your handsome emails load quickly and deliver your small business’ main message clearly and succinctly.

Minimize load time with optimization

Nothing grinds the gears like a potentially cool looking email that won’t load or display those promising pics, right?  Clearly the sender wasn’t thinking big picture with their approach, since many people are reading emails on the go and need emails formatted for HTML.  Mobile devices show images whenever possible, so by compressing and resizing images to fit the email, the download speed will improve. reSmush.it is a tool that makes optimizing a breeze. Check it out and save yourself from the claws of the delete button.

Give the option of Alt text

What about those emails that hit your inbox and have a bunch empty boxes?  Timefor Alt text to make an appearance. Alt (“alternate”) text describes an image when it doesn’t load and it hails from the early days of the interwebs when broken images were far more common.  In an email, Alt text gives the rundown of what is behind an image or call to action so that readers are not left in the dark.  Most every marketing app today allows you to easily add Alt text to any image.

Tighten up that language!

Ever listen to a person trying to tell a story and it just keeps going on and on and on and all you want them to do is get to the end?  Don’t be that marketer.  Think in terms of bullet points or headlines when crafting your message so that readers don’t have to pore through a lot of fluff to get to the meat of the message.  They will lose interest before they get to your first call to action, so drive the point home as soon as you can to achieve maximum readership.


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