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Email Marketing: The Devil is in the Details

HTML Code Affects E-Mail Deliverability

In a recent article on Clickz, Kirill Popov and Loren McDonald explain why using outdated or incorrect code is a major reason why e-mail are blocked or delivered to bulk or junk mail folders.

How do you minimize or eliminate HTML filtering problems at ISPs?

A few suggestions:

  • Make sure your e-mail designer/programmer is familiar with W3C standards
  • Before distributing an e-mail, run the message through your design software's or e-mail application's HTML validator, if it has one
  • Consider using a delivery-monitoring service to track your messages after pre-tests and full-list distribution
  • If your e-mail does get trapped in a bulk folder, check your code and isolate what's causing the filtering

Read the full article here.

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