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Bulk mailing attachments: size counts
September 04th, 2007
By Luca
When you send bulk mailings, most of the times adding attachments is not a brilliant idea (= bad idea). It takes a lot more time for the mailing to be completed, and many antispam spam check score filters on recipients’ server may be alerted. But the most important thing is that people receiving your mailing could become upset, expecially if they are on a slow connection. Instead of adding an attachment to your e-mail, it is far more sensible to upload the file on your website and add a link to the file somewhere in your message: if someone is willing to get that particular file, he will be able to download it at a later time. This operation will also lower your final email spam score rate (attachments are usually marked with 1 to 2 html email spam points, versus 0,5 spam points of the common textual link).
Here’s an example of html hyperlink that you can put in your mail:
<a href=”http://www.my-server.is/not-spam.zip”>Click here to download</a>
But there may be situations where attachments are really needed, expecially in small distribution mailing lists. In this case, it is very important that you send a single archive (which will contain all the files you are distributing), and that it is as small as possible. Not only because people receiving your e-mail will prefer small attachments, but mostly because you will save bandwidth and time when sending.
You may think that 50k more or less makes no difference; but when it comes to bulk mailings, it does. Let’s suppose you are sending 2000 messages: since each message is sent separately, this means that 50k less on the attachements will save you 50k x 2000 = 100 Megabytes. Even if you are on a fast connection, this is a considerable amount of time saved.
This is a very good reason to use a better compression tool than the usual .zip format, but stay away from unknow and obscure archive types (your recipients would not be able to open the attachments); .rar archives are a good option, as .rar format is very popular (most of people have WinRar installed on their system - and you could add a link to the unarchiver anyway) and has an excellent compression ratio.
Whether you are delivering a small email newsletter or a large bulk mailing, always remember that smaller is better.
(ps: this article comes from the bulk email software news archive)
