Andrew Seel, Director of content specialists Qube, dispenses essential advice to improve the health of one email marketing message.

Rightmove is the UK's most popular property website and its monthly email newsletter showcases some of the best property to buy and rent, in this country and abroad.

The newsletter aims to showcase every aspect of the company's extensive offering, using themed editorial to engage their audience and express the personality of the brand.

Andrew Seel advises on how to find the right balance between serving the needs of recipients and the company's objectives.

Looking at innovative uses of email that deliver the goods.

The key to success for most websites is to get people regularly returning and interacting as often as possible.

This is particularly true for social networking sites, which rely on a loyal and active audience to keep the community alive.

Online dating website Urban Social created some addictive functionality to connect up their members but needed to make sure they kept coming back to use it. Integrating their website and email system proved to be an ideal solution.

You’ve sent out your latest campaign to the entire database and a few moments later a colleague calls to ask why it opens with ‘Dear {first name}’.

It might be a marketer’s worst nightmare but simple mistakes, like this, can be easily avoided.

This month we take a look at how to prevent those situations that leave your heart in your throat and how to turn things around, even if your carefully prepared email marketing does look like it’s turned into a disaster.

A. When you create an email using a professional email marketing platform, you are able to perform a deliverability check.

This will identify issues which may increase the likelihood of your message being dismissed as junk by over-zealous spam filters.

Increasingly sophisticated spam filters, used by both ISPs and customers, don’t read your email so much as look for tell-tale signs that it might be spam.

Pure's deliverability checker performs over 270 checks on each email, looking at the format and content, to dramatically reduce the risk of it being wrongly identified as spam.

Formatting can also increase the risk of ending up in junk folders – avoid using all capital letters, excessive punctuation such as rows of exclamation marks and numbers in subject lines.

Click here for more information on content and common phrases that could mean your message is marked as spam.

Have your email marketing questions answered here by sending them to answers@emailmarketingmanual.com

With the latest theory in successful email marketing, real life best practice examples, hands-on interactive exercises and a free trial of the Pure email marketing toolset, this course will give you the confidence to build successful e-mail campaigns into your marketing strategy.

Book now for just £395 + VAT.

Click here to request more information

'Very informative and interactive!'
Caroline Woods, Leger Holidays

Academy Internet is a rapidly growing e-learning and internet marketing consultancy which delivers measurable results for customers with training, e-learning and internet marketing projects.