Tips to Building Successful E-Mail Lists, Part 2 of 3

• Use tables for position, but be careful with nested tables. And bear in mind that Outlook 2007 doesn't support background images in table cells.
• Avoid Flash or embedded media, JavaScript, DHTML, Active X, ASP, PHP and image maps.
• With regard to images, use optimized jpegs or gifts preformatted in correct size, set height and width parameters, and use ALT tags.

5. Focus on subject lines. “Subject lines are a prime determinant of whether or not someone's going to open your e-mail,” Brady noted. With that in mind, she recommended that marketers focus on the first 45 characters of a subject line, but not to panic if it goes over this threshold. Recent studies have shown that longer subject lines get higher clicks to opens, while shorter subject lines get higher open rates. Whatever the length, make them compelling by stating a benefit, making an offer, intriguing readers and stimulating curiosity.