The e-mail marketing scenario has certainly changed over
past year or so (the most significant changes being increase in e-mail blocking and filtering). These changes have resulted in updates to e-mail marketing best practices that all legitimate e-mail marketers should follow. The difference is that some of these practices are now required by law. An innumerable amount of SPAM complaints have forced law to enforce certain norms that should be complied to so as to keep your business out of disputes. Hence, there are certain precautions which are recommended to keep your marketing campaigns unblocked and on other hand law friendly. There are a couple of questions which need to be answered before you press that send button:
Are you using a good permission policy? Make sure you have a preexisting business relationship and/or affirmative consent i.e. recipient of your e-mail has made a purchase, requested information, responded to a questionnaire or a survey, or had off-line contact with you and that he/she has been clearly and fully notified of collection and use of his/her e-mail address and has consented prior to such collection and use.
Now, coming to "From" and "Subject" part of e-mail:
Does your "From" line include your company name or brand? Is your "Subject" line right length? (5-8 words, 40 characters including spaces) Does your "Subject" line describe a specific benefit? Does your "Subject" line include your brand? Does your "Subject" line create a sense of urgency?
