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Optimizing Emails To Clear Bouncers

ClickZ, Wednesday, May 20, 2009 4:45 PM

Stefan Pollard offers up some tips on getting e-mail opened and read by recipients. He offers up a host of guidance, but begins by suggesting that marketers think about ISPs as the first line of defense, followed by the recipient, who applies the "mind filter" when deciding whether to open or delete or report e-mails as spam.

After reviewing about 352 emails messages received in different accounts, Pollard believes marketers still don't get it. Among other insights, he notes one in 10 named the brand in the subject line or had it visible in the top quarter of the e-mail when images were off, about one in eight put the brand name in alt text, and one in 12 put no branding in text anywhere in the e-mail.

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