A few weeks ago, I discussed the fundamental aspects of email deliverability, including database quality, segmentation, engagement, and sending best practices.

This week, I’m sharing hands-on tips to increase the chances of your email marketing messages getting delivered, with the help of compelling subject lines, attractive layouts, and localization. Let’s get started!


Subject Lines
It’s simple. If the subject line doesn’t appeal to the recipient, the email isn’t going
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to get opened. And if your emails don’t get opened, future emails won’t get delivered. Here are recommendations for writing subject lines that encourage engagement:

The shorter the better! According to an analysis of more than 7 billion emails sent in 2017, Yes Lifecycle Marketing found that subject lines between 1-20 characters generated a 31% higher open rate than the average for all emails
Personalize subject lines by using guests’ first names and words like “you” and “your,” i.e. Darya, thank you for your loyalty. From the same analysis above, personalized subject lines saw a 50% higher open rate. You must ensure your contacts have first names on file before you add a name merge tag (which automatically adds the recipient’s name). This is mostly safe with a reservations database, as all reservations have guests’ first names. However, keep in mind this can get tricky with contact lists that have been uploaded separately if first names weren’t captured.
Anything described as “Exclusive” and/or “Special” immediately grabs our attention. Make your recipients feel special by using phrases that give the impression of exclusivity, such as, You’re invited, An exclusive offer just for you, and Our gift to you.
Use numbers as they jump out in a crowded inbox. 3 ways to spend Labor Day weekend or Save 30% on your next stay are both great examples.
Write the subject line last (before pressing send) to make sure it matches the content of the email. You don’t want to lose credibility by promising something in the subject line that you don’t actually cover in the email.


Email Layout
Just as important as your subject line is the email layout. Mailbox providers check for specific email components they like to see in good sender emails including:

Text-to-image ratio: Stick with the 60% text, 40% image rule. Large or many images with little text can appear spam-like to mailbox providers. The best practice is to include at least 500 text characters. Transform your embedded text into plain text as much as you can.
Alternative text: Since many mailbox providers don’t display images by default, alternative text is ideal so recipients know what the images represent. Alternative text is also how screen readers scan images for malicious content, and it can make or break your email.
Unsubscribe link: Although Revinate won’t let you send an email without an unsubscribe link, there are still some formatting and layout tips you should know. The link must be easy to locate and the process to unsubscribe has to be simple. For example, a font color that blends in too much with the background may look like an attempt to hide an unsubscribe link. If recipients can’t figure it out, you risk frustrating them and they may report your email as spam. This hurts your sender reputation and directly increases spam filtering and blocking of all your emails.
Proper links: Shortened links mask the true identity of URLs, making it a popular technique among spammers. Avoid using shortened URLs as mailbox providers will check if a link is on a URL blacklist or has received a high rate of complaints. If not, your email may be blocked or re-routed to the spam, bulk, or junk folder.
Physical address: Having a physical address of your property in the footer makes your email more trustworthy for mailbox providers and customers, so make sure you have the right contact details and address on all your emails.


There are many important factors to consider in global campaigns. What language does your audience speak? How does their time zone differ from yours? The answers to these questions make a big difference in engagement and deliverability. Here are a few key points to keep in mind when sending global campaigns:

Language: Make sure you’re communicating in the language of your recipients so they can best understand your message. Don’t forget to also localize forms, landing pages, and unsubscribe options. You want to stay consistent.
Time zones: This goes without saying that recognizing different time zones is essential to optimizing your email marketing performance. You never want to email a U.S. audience at 4 PM while your overseas audience receives it at midnight.
Local tastes and habits: Do you know which local experiences and offers are available? Your email should include relevant content that will appeal to your segmented audience.


Take a look at this great example from MS MILENIUM Hotel. Located in Mexico, MS MILENIUM Hotel segmented their holiday campaign for their English-speaking guests versus Spanish-speaking guests. They also added a name merge tag to their subject line and email body.


Now that you are equipped with a complete arsenal of deliverability best practices, you are ready to create effective email campaigns that will land right in the inboxes of your recipients.

Email marketing is one of the most effective, reliable methods to increase direct bookings and guest engagement, and with Revinate Marketing, it’s never been easier. Interested in learning more? Please don’t hesitate to reach out!

The post Email Deliverability, Part 2: Best Practices appeared first on Revinate.

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Whether you’re hosting a game night or having the gang over to watch the Monday night game, consider these crowd-pleasing appetizer recipes for the win! They’re full of flavor, easy to make and packed with enough healthy stuff to keep your diet on track.

Here are 10 flavor-bursting appetizer recipes you have to try:

1. Loaded Potato Skins >

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whole lot of deliciousness packed into each scooped-out spud. And forget the bacon bits—the skin provides plenty of crunch to satisfy and enough fiber and nutrients to fill you up (not out). Grab one before serving—these are sure to go quick! Click here to get the recipe! >

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There is not one ounce of guilt to be found in these heaping plate of goodness: The nacho chips are made from baked whole wheat tortillas, the peppers and onions provide extra vitamins and minerals, even the cheese is fat-free. And that sweet and tangy barbecue chicken with smoky bacon and savory flavor layered on top? It’s actually the Nutrisystem BBQ Seasoned Chicken entrée—a dish that contains only 150 calories. Finish it off with fresh cilantro for party-perfect noshing. Click here to get the recipe! >

4. Spinach Dip >

Normally the super healthy spinach greens are drowned in a vat of fat-filled cream cheese or sour cream and mayo. This one, however, uses fat-free Greek yogurt as the creamy base and includes pine nuts, garlic, scallion and dill for extra flavor. Feel free serve it in a bread bowl for a tradition’s sake, but offer baby carrots, celery sticks or cucumber rounds as a healthier picker-upper. Click here to get the recipe! >

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Need heartier appetizer recipes for your party crew? These spicy sliders are the right pick. Each whole wheat bun holds a hunk of shredded chicken bathed in hot buffalo sauce and a few leaves of crunchy fresh lettuce—and you can enjoy two for only 238 calories. Let’s call this one a win/win! Click here to get the recipe! >

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Not only is the presentation impressive with its seven distinct layers, but this stacked dip offers a wide range of nourishment with its fiber, protein, healthy fats, vitamins and minerals. Beans mashed in Greek yogurt and seasoned with cumin and chili powder secure the base; followed by avocado, more yogurt, salsa, cheese, tomatoes and onions. Get out your glass bowls: This dip deserves to be seen before eaten. Click here to get the recipe! >

7. Sweet Potato Chips >

The trick to getting these healthy versions as crunchy as the salty standards in the supermarket: Slice the sweet potatoes as thin as possible. That way they crisp up when baking and you and your guests can snack to your hearts content. Learn how to make other veggie chips, too—like parmesan zucchini versions or even beet chips! Click here to get the recipes! >

8. Shrimp Taco Bites >

Don’t let their appetizer size fool you: They may be small, they may be cute, but each mini taco packs a powerful punch. The spicy chili-flavored shrimp, fresh pico de gallo and creamy avocado make for the perfect trip of flavor nestled in crunchy whole-wheat tortilla cup. You won’t be able to have just one. Click here to get the recipe! >

9. Not So Devilish Deviled Eggs >

These party staples are less sinful because they’re made with Greek yogurt instead of mayo—which means much less fat and a lot more protein. But you still get the Dijon mustard and sprinkle of paprika for that heavenly taste you love. They save well in the fridge so you can enjoy as a snack throughout the week (that is, of course, if you actually have any left over).  Click here to get the recipe! >

10. Cheesy Chicken Quesadillas >

Who doesn’t love a quesadilla? Especially when it’s oozing with melted cheddar, chunks of chicken, red bell peppers and onions. Top this classic with salsa and sour cream, slice into triangles and serve! Click here to get the recipe! >

Slaw Recipe Round Up: 4 Awesome Coleslaw Creations

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The post 10 Appetizer Recipes Perfect for Game Night appeared first on The Leaf.
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