Tuesday, June 30, 2009

Basic "Truth in Advertising" Doctrine

Senders should not falsify the subje subject line to mislead readers and deflect them from the content of the email message.

Key requirements :
  • Apply the basic 'truth in advertising' doctrine
  • Pick a subject which highlights your business relationship with the recipient
  • Avoid phrases like "Free offer" or subject line content that may be susceptible to incoming mailfiltering.

It is acceptable for marketers to:
  • Employ effective teaser copy within the subject line but not intentionally
  • contain fraudulent information
  • Insert merge fields, e.g. a person's first name, into a subject line as a further method of
  • personalisation

It is NOT acceptable for marketers to:
  • Use RE: or FW: in the subject line




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