Conquering the E-Mail Test (1,116 words)
If You're Using HTML ...
• Make sure to disguise long URLs.
• Have at least one active link "above the fold" (on the screen before scrolling down takes place).
• Make them click in as little viewing space as possible. The more of the message you see in the window, the better off you'll be.
• Keep your HTML file sizes small (15-20K seems to work best). Use short, choppy paragraphs and subheads to highlight specific items.
• Test one-column vs. two- and three-column formats.
• Don't use too many images (two to three optimized graphics tend to work best).
• Most important, make sure your readers want HTML! Just because you find they can take it (for example, through a sniffer) doesn't mean that's how they want to receive it.
Right Back at You
• Develop procedures for your bounce-backs. There are two kinds of bounce-backs: hard bounce-backs (permanently undeliverable) and soft bounce-backs (temporarily undeliverable). It's almost always worth it to send your soft bounces again.
—Amy Africa, president, Creative Results