电子邮件地址取名规则_最佳电子邮件设计规则：内容

电子邮件地址取名规则

Photo: Svenstorm

照片：Svenstorm

This installment of Rules for Best Practice in Email (Part 1) deals with the most important component of every email: the message content.

这部分“电子邮件最佳实践规则” (第1部分)涉及每封电子邮件中最重要的组成部分： 消息内容。

Whether you’re announcing a new product, offering an incredible discount, sending your subscribers the latest news, or simply notifying a customer that their order is on its way, how you present your message can impact your open rates and click-throughs, and can also lead to those dreaded unsubscribes.

无论您是要发布新产品，提供令人难以置信的折扣，向订户发送最新消息，还是只是通知客户他们的订单即将到来，您如何显示消息都会影响您的打开率和点击率，以及也可能导致那些令人恐惧的退订。

These tips will ensure that you communicate your message effectively and keep your subscribers opening and clicking away with each send.

这些技巧将确保您有效地传达信息，并使订户在每次发送时保持打开和点击的感觉。

1)使用有效的主题行 (1) Use an effective subject line)

If your subject line isn’t clear and expressive, your subscribers are likely to bypass opening your email. The subject line offers the first opportunity to grab subscribers’ attention. Most people’s inboxes are cluttered with messages from more familiar sources like colleagues, friends, family and even your competitors, so make sure that the subject line is intriguing, direct and not too long (about 50 characters max).

如果您的主题行不清晰且富有表现力，则您的订阅者可能会绕开打开您的电子邮件。主题行提供了第一个吸引订户注意的机会。大多数人的收件箱中都有来自同事，朋友，家人甚至是竞争对手等更熟悉的来源的消息，因此请确保主题行引人入胜，直接且不要太长(最多约50个字符)。

The longer the subject line, the more likely it will end up truncated in inboxes and on mobile devices.

主题行越长，它更有可能最终在收件箱和移动设备上被截断。

When writing a subject line, strive to avoid words that might set off spam filters. These typically include the obvious “Free,” “Limited Time,” and “Save,” as well as words in all-capitals. Test different options to see what performs best, and–as long as your wording stays on-brand and provides a good tie-in to the message – don’t be afraid to be bold.

撰写主题行时，请尽量避免使用可能引起垃圾邮件过滤器干扰的字词。这些通常包括明显的“免费”，“有限时间”和“保存”，以及全部大写的单词。测试不同的选项以查看效果最佳，并且-只要您的用语保持品牌知名度并提供与信息的良好纽带-不要害怕大胆。

2)考虑一个前置标题 (2) Consider a preheader)

A preheader lives at the top of an email and is the first bit of text in the message. Some email clients and mobile devices will pick it up in the message preview after the subject line. I recommend using a preheader as a continuation of the subject line.

预邮件头位于电子邮件的顶部，是邮件中文本的第一位。某些电子邮件客户端和移动设备将在主题行之后的消息预览中将其选中。我建议使用预标题作为主题行的延续。

You can also use it as a summary of your email; this works for graphic-heavy messages viewed on devices that don’t render HTML well (yes, there are still some users of old-school Blackberry devices out there!). ExactTarget and other email service providers have a built-in feature that adds the preheader along with the subject line.

您也可以将其用作电子邮件摘要。这适用于在无法很好呈现HTML的设备上查看的大量图形消息(是的，仍然有一些老式Blackberry设备的用户！)。 ExactTarget和其他电子邮件服务提供商具有内置功能，可将预标题与主题行一起添加。

If you want to say a lot in your subject line, stick to the 50-character rule mentioned above and use a preheader to support or supplement it. Preheaders should also be short: I recommend 85-100 characters max.

如果您想在主题行中说很多话，请遵循上面提到的50个字符的规则，并使用前置标题进行支持或补充。标题也应该简短：我建议最大为85-100个字符。

3)个人化 (3) Get personal)

Personalization in email can be as simple as addressing a customer by name. It may not seem like a big deal or enough to generate significant lift, but the song rings true: Sometimes you want to go where everybody knows your name, and marketers will always be glad that you came.

电子邮件中的个性化设置很简单，只需按名称向客户发送地址即可。听起来似乎没什么大不了，也不足以产生巨大的影响，但是这首歌是真实的：有时您想去每个人都知道您的名字的地方，而营销人员将永远为您的到来感到高兴。

Personalized email messages foster more direct connections with consumers. And personalization doesn’t have to stop at just the first-name salutation. If you’re collecting data about your customers that reveal their geographic location, tastes and interests, and/or past purchases and search behavior, you can create custom-tailored messages that reflect their unique traits.

个性化的电子邮件可以与消费者建立更直接的联系。个性化并不仅限于名字的称呼。如果您要收集有关客户的数据以显示其地理位置，品味和兴趣和/或过去的购买和搜索行为，则可以创建定制的消息以反映其独特特征。

Personalization can cross the line — and your customers are likely to take any breach of their privacy… well… personally. With great power comes great responsibility, so keep your messages tasteful and protect users’ information like a well-kept secret.

个性化可以越界—您的客户很可能会侵犯其隐私……好吧…… 个人而言 。强大的能力伴随着巨大的责任，因此，请确保您的消息雅致，并像妥善保管机密一样保护用户信息。

4)达到重点，并使其超过折痕 (4) Get to the point and make it above the fold)

What is the objective of your email? And what action(s) should the customer take upon receiving it? The answers to these questions should be immediately clear the moment your recipient opens the message. One way to get your message across is to place it above the fold, which will make it visible when the email is opened.

您的电子邮件的目的是什么？客户收到后应该采取什么行动？收件人打开邮件后，这些问题的答案应该立即清晰。传达信息的一种方法是将其放置在折叠上方，这将在打开电子邮件时使其可见。

The fold may be different in each email inbox, so a best practice is to put your message at the top, directly below the nav or logo.

每个电子邮件收件箱中的折页可能会有所不同，因此最佳做法是将您的邮件放在导航栏或徽标正下方的顶部。

Email service providers offer plenty of tools to trigger messages when a user makes a transaction. Collecting this data enables you to identify more effective ways to communicate to consumers on an as-needed basis.

电子邮件服务提供商提供了大量工具，可以在用户进行交易时触发消息。收集这些数据使您可以根据需要确定更有效的方式与消费者进行沟通。

No one likes receiving an email that is irrelevant to them, so if you don’t have a significant message to communicate or a good reason to send an email, don’t.

没有人喜欢收到与他们无关的电子邮件，因此，如果您没有重要的交流信息或没有充分的理由发送电子邮件，请不要这样做。

I often compare email marketing to door-to-door sales. Much like a salesperson who knocks on a customer’s door in hope of being allowed inside to give their pitch and make a sale (as opposed to having the door slammed in their face), so does an email marketer “show up” unannounced (via email message) in a customer’s inbox and hope that their message leads to a purchase (instead of a “delete” or—even worse—an “unsubscribe”).

我经常将电子邮件营销与上门销售进行比较。就像推销员敲客户的门，希望被允许进入内部进行销售(而不是将门砸在脸上)一样，电子邮件营销人员也会“不露面”(通过电子邮件出现)邮件)发送到客户的收件箱中，并希望他们的邮件能够促成购买(而不是“删除”，或者更糟的是“退订”)。

How loudly a salesperson knocks can determine the difference between whether a potential customer opens the door; likewise, a strong subject line can make all the difference between an opened email and a trashed one.

销售人员的敲门声可以确定潜在客户是否打开门之间的差异。同样，强硬的主题行可以使打开的电子邮件与被丢弃的电子邮件完全不同。

翻译自: https://www.sitepoint.com/rules-best-practice-email-design-content/