Custom Domain Authentication
To ensure that your emails reach your recipients' inboxes, we highly recommend setting up email authentication for your custom domain. When you authenticate your custom domain, it will remove the default Mailchimp authentication information ("via mcsv.net" or "on behalf of mcsv.net") that shows up next to your From name in certain email clients.
Authentication works like a license plate: It provides a trackable identifier that shows your recipient’s internet service provider you're a legitimate sender, and it helps your email arrive in their inbox. Adding authentication to the domain you use to send email will help you maintain and grow an engaged audience, and will improve email engagement over time.
For instructions on verifying and authenticating your custom domain, read Mailchimp’s article: Set Up Email Domain Authentication
Content
Avoid information overload.
- If you have something highly important or intriguing to share, let it own the spotlight. If necessary, support your main message with secondary content by creating a clear visual hierarchy.
- Have lots of news to share at once? Try not to exceed four sections or modules in any given email.
Every section needs a compelling CTA. (Every section, every time!)
- The specific Call to Action should sound compelling, and the button or link itself should be very apparent at a glance.
- CTA placement has the largest impact on click rates, so aim to include a button “above the fold” as often as possible. Every click contributes to your sender reputation, and brands with strong click rates are often rewarded with better inbox placement—especially during the holidays.
Don’t give away too much.
- The goal of an email is to spark interest with the most compelling info. Keep your message concise and trust that your website will do the heavy lifting. *This doesn’t apply to transactional emails where someone expects to find detailed information about orders, account updates, shipping info, etc.
Layout/Design
Use preset Heading Styles to create text hierarchy within each section.
Include Alt-Text for every uploaded image. This ensures that recipients who have images disabled can still view your email, and serves as a backup if any given image fails to load.
Include links for every image so that clicking on the image will lead to the appropriate destination. (Link should match the CTA.)
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Follow Klaviyo’s image guidelines and prep your images with the following:
Crop full-width images to 1200 pixels for sharpness on all displays.
Save every image as a PNG or JPG in RGB color mode.
Save every image at 72 dpi.
Design for dark mode. Many mobile users have this feature enabled, so always be aware of how your emails look in dark mode.
Subject Lines
We recommend consistently testing subject lines according to our A/B Testing Plan, but keep in mind that the following qualities generally make subject lines compelling:
Urgency: Remind readers an upcoming deadline, an expiring promo code, or an approaching date. Time-sensitive subject lines create a sense of urgency, making readers more likely to open your email. Flash Sale
- Today Only
- Ends Soon
- Expires Tonight
Exclusivity: Indicate to subscribers that they’re a valued member of your community. Sending exclusive invitations, information, or resources reminds subscribers why they signed up to receive your emails in the first place.
- Early Access
- Members Only
- First Look
Relevance: Don’t be afraid to use subject lines that pull from pop culture or current events—they can make your messages feel more timely and relevant.
Personalization: Use the additional information you have about your subscribers to personalize subject lines when appropriate. Try boosting open rates by using merge tags to include a recipient’s name or hometown, or send a special birthday message.
- Thanks for your purchase, [FirstName]!
- Wake up, San Francisco!
- Blazers win! Let’s celebrate.
Humor: Make use of your brand’s unique humor and personality to send sharp, witty subject lines that appeal to subscribers.
Mystery: Pique interest without giving too much away. If they want the details, they’ll have to open!
- Unlock a Free Drink 🔑
- This Can’t Be Real
- Your Upgrade is Waiting…
Preview Text
Think of the “Preview Text” as a continuation of your subject line. It’s prime real estate for adding context or mentioning details that can’t fit in your subject line. Preview Text is under-utilized but extremely important, as it allows you to “sell” your email to your subscribers with more details and helps keep subject lines nice and short.