Six Pieces Of Advice For Email Success
Done well, your email strategy can have an enormously positive effect on your business
. Done poorly enough, your email tactics can alienate your customers and get you blacklisted from major servers. Which would you prefer? Of course you want to be successful. Here are some important pointers for getting email marketing right.
Number One: Do not do it yourself!!
Email marketing is an art and a science unto itself. Mail servers need to be actively managed. When you hire an ESP (Email service provider) to manage your email, you are paying for storage, backup, reporting, white hat tactics only, relationships with Internet Service Providers, mechanisms for segmenting emails and sending differentiated messages and so on. If you do it yourself, you have to figure all of these mechanisms on your own. It is not worth it!
Number Two: Make it relevant
Email open rates vary a great deal partly based on how the message is written, the timing of its send and the way that ISPs report openings. Average open rates are between 20% and 40%. The greatest driver of opening rate is relevance. The more relevant the subject heading of your email is perceived to be, the more likely that it will be opened.
Number Three: Fancy design can be a drawback
Email service providers often try to upgrade your email strategy with templates, video and all sorts of other bells and whistles. The problem is that many ISPs have programs that strip out these extras in an attempt to block anything potentially harmful from getting into an Inbox. Try some plain text messages and see what happens. You may find that if the content and the product are right, you can leave all the bells and whistles behind and save some money too.
Number Four: Know how your ESP is categorizing you as a client
ESPs use many servers. Did you know that they reserve some servers for their best clients, those with really clean lists and the least problems with their email recipient interactions? Those clients are placed into their inferior server neighborhoods so their bad practices do not taint the reputation of better clients. Be sure that you know how you are being categorized. You do not want to be in a bad ESP neighborhood.
Number Five: Be sure your ESP can handle bounces and other returns
Outbound mail servers from an ESP have to be capable of both sending mail correctly and properly handling mail that they receive. They must have systems to properly handle bounces, retries, tracking data, temporary failures, unsubscribes, and more. Search for an ESP with a large group of incoming servers. Your email program is at substantial risk of your ESP cannot handle return mail and messages from ISPs in real time.
Number Six: ISPs are monitoring your email activity all the time
The ISPs such as Yahoo!, Gmail and Hotmail filter, categorize, and deliver email based on company specific criteria. For example, if several of your subscribers did not open your email or sent it to trash, it will negatively affect the delivery of your email to other subscribers at the same webmail company. This means that every email contact needs to be excellent because the ISPs are keeping score.
by: Jane Dawson
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