Creating Quality Content(创建优质邮件内容)

英文原文:

   Most content filters today are comprehensive; they look at content fingerprints as opposed to following hard and fast rules. A few years ago, having punctuation or all capital letters in a subject line meant that your email was likely to be sent straight to the spam folder. Now, it’s more about the combination of different content characteristics, and whether that combination has been commonly seen in spam. You can use Spam Assassin or a third-party reputation service such as Return Path to help identify content issues.

   Checking the URLs that you use in your emails against blacklists can provide very useful information, because some ISPs will block email with blacklisted links. URIBL.com and SURBL.org are two very useful sites that you can use to determine whether your links are listed. Remember to check any links provided to you by a third party or any link shorteners, which have become increasingly dangerous because they obfuscate the final domain.

   Avoid broken links in your emails; make sure that you actually have pages behind your links. If you have an unsubscribe link, make sure that it works. It’s easy to forget to test every single link when you’re building out new email programs or changing existing email templates.

   Make sure that the Privacy and Terms pages work on your site. Recipients may not trust your email if they can’t find the standard fine print on your site, which will diminish your email’s value and deliverability potential.

   If you’re sending high frequency content (e.g., daily deals), ensure that the content is actually different each day. With higher cadence comes greater responsibility to ensure that the content is timely and relevant.

译文:

   大部分当今的内容过滤系统已经比较全面,它们会查看邮件内容特征,而不是仅仅一些死板固定的规则。几年前,还只是检查邮件标题上的单词和符号的相似度来确定是否直接放入垃圾收件箱。现在会更加全面的综合各种内容特征来判断是否是垃圾邮件。你可以使用Spam Assassin或者其他第三方信用检测服务,例如通过Return Path来确认实际发信方。

   如果您的邮件中包含了url地址,您应该检测每条url是否是在黑名单中,因为一些邮件服务商会因为你的邮件内容中包含黑名单中的url地址,而把邮件当成垃圾邮件。URIBL.com和SURBL.org是两个非常有用的站点,你可以在这里检测url是否是在黑名单中。记住,一定要检测每一个第三方url地址,因为这些url会让收信方怀疑邮件的真实来源,而导致增加风险性。

   在邮件内容中不要出现死链,要确保点击连接会跳转到真实的页面。如果邮件内容中有一个退订链接,要确保它工作正常。当您使用新的邮件程序或者修改邮件模板的时候,千万不要忘了检测每一个链接。

   确认在您网站中包含隐私和条款政策。如果在网站上找不到这些附属细则,那收信方可能会不信任您的邮件,这样会导致降低您的邮件质量和发送能力。

   如果您高频率发送邮件内容(例如每天),一定要确保每天发送是真正不同的内容。更高的频率带来更大的责任,您要确认内容的及时性及相关性。

Closing Thoughts(结束语)

英文原文:

   Despite the challenges of navigating the various systems between you and your target recipients, email can be an incredibly effective communication mechanism if you use it correctly. We hope that you now have a better grasp of what factors influence whether your email reaches your target inboxes, and that you also have a list of things you can do to make your email program better.

   While the list above is by no means a comprehensive list of absolutely everything you can do to help your email quality (and therefore its deliverability), we hope that you find it a good place to start. As you build out your email program, you need to remember two vital things:

  • 1. Provide value.
  • 2. Send only to people who want your email.

   If you take care of these two things by following these tips, your email program will be well on its way to success!

译文:

   尽管在发邮件过程中涉及到各种系统和很多挑战,但是如果您处理好这些问题,那发邮件是非常有效率的通讯机制。我们希望您已经更好的掌握了影响发邮件是否能到收件箱的因素,并且您也已经列好要做的事情,把发邮件程序做得更好。

   上文中提到的这些并不是全面的和绝对的,但是可以帮助您改善邮件质量(进而提高发送能力),我们希望您已经有了一个好的开始。当您建立自己的邮件程序的时候,务必要记住最关键的两点:

   如果您真的关注这两点提示,您的发邮件程序已经走在成功的路上。

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