Zappos.com does a great job at managing their email subscribers' expectations – they notified their email subscribers about what they can expect to see in their inbox from Zappos.com this holiday season.

When you use the preheader to expand on the subject line, add a secondary offer, or emphasize a deadline, you help the reader decide quickly what to do with the message. The easier you make your e-mail to open, read, and interact with, the more valuable it becomes to your subscribers.

Exact Target provides some great tips to consider when building your email campaign in order to create the best experience possible for Yahoo! subscribers.



Mark Brownlow compiled a list of 192 deliverability resources

Email forces you to be concise, but "concise" does not exclude "elegant". Inject some life into your messages so that they read like a note from a friend. Always give readers something else to do if they don't want to act on your offer

When you send an email out, though, it may be going to a Yahoo! domain address, then forwarded on to a Gmail domain address and finally rendered in Outlook 2007. What can you do to ensure that your mail has the highest rate of making it to its final destination regardless of the cyber hops in the middle?