Tuesday, December 6th, 2016

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Alchemy Worx – How to get special results from special characters

Alchemy Worx - How to get special results from special characters

By: Alchemy Worx

We’re seeing more and more special characters dropping into our inboxes lately – cute symbols like and Do they really make a difference? Are there any problems with using them? And how can they be used to best effect?

Technical issues
The sudden rise in the use of special characters in subject lines by legitimate marketers would seem to imply that rendering and deliverability issues caused by their use are a thing of the past. However there are indications that some corporate spam filters still regard them as suspect, something which B2B marketers will need to take in to consideration.

But just because it’s possible to do something, that doesn’t always mean we should. True, early indications are that subject lines with special characters do get you a lift in key campaign metrics. But this may only be a novelty effect.

Novelty factor
Many subject lines use special characters at the beginning and end simply to try and stand out in recipients’ inboxes – like these examples:

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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