vital marketing

Another trick in using the alt-text to improve opens for Outlook Autopreview users…. don’t just add alt-text to the top graphic. Add to at least the top two, maybe even the top three. Then you can begin to build a story.

 Think about your subject line and how the story flows if users are seeing just alt-text.

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If you do nothing else, pay attention to your “From” address and your subject line – these two are the biggest factors in increasing open rates.

The “from” address should include your company or brand name to increase recognition. If appropriate, include an individual’s name if the recipient will recognize the name.
For example:

From: George Washington, The White House.

Your subject line should be short (50 characters or less) and relevant to the content. Choose your words carefully – according to one study 69% of email recipients decide to report email as spam based on the subject line. Avoid words and phrases that read like spam.

Here are a couple free tools that will search your email for “spammy tendencies.”

http://www.gravitymail.com/spamscore.php
http://spamcheck.sitesell.com/

This is just one of 15 tips in the new Vital Marketing report, 15 Tips and Tricks for Marketing on the Web. It’s a free download, so make sure you check out this guide for more helpful hints and reminders.

The inbox is overflowing. And if your customer or client is using Outlook Preview Pane (they probably are) or Google Mail (snippets), chances are you have a couple lines of text to entice them to open.

Look familiar? I’m not picking on Corel; most companies are guilty of ignoring what happens in Autopreview. Does an email like this entice you to open? Perhaps the subject line will get you – but Autopreview adds nothing to the equation.

So if you are sending html email – a newsletter or promotion – what do you do?

Here are two valid options:

1. Use alt-text behind your images. From a Jeanne Jennings post on Optimizing for Snippets: “Yes, you can simply place your fabulously engaging snippet/AutoPreview phrase at the very top of the e-mail where all will see it. Or you can use alt tags and place it beneath an image at the top of your e-mail (say, your logo). The alt tag text will come through in the snippet or AutoPreview area, but it won’t be seen once the reader opens the e-mail. This is sneakier — and to my eye, more visually appealing — than having a phrase at the very top of your message.

To learn more, here’s a nice entry from David Greiner on Campaign Monitor’s blog: Optimizing for Gmail’s snippets and Outlook’s AutoPreview.

2. “…place your fabulously engaging snippet/AutoPreview phrase at the very top of the e-mail where all will see it”…. BUT make the text white. You will be able to read the text in autopreview but when it is opened, the text is not seen and doesn’t mess with the look of your email. I saw this effectively done by Adobe.

As always – bottom line in email marketing – Test. Test. And then go test some more.