You’ve got an up-to-date, opted-in email list but how can you get the most from your email campaigns?
Here are 15 handy tips to help your emails on the way. Fly my pretties, fly..
They are your friend. Send your emails in a steady rate from a dedicated and consistent IP address. This way, you build up a nice reputation with the ISPs and the E-romance begins.
YourpalDatabroker@ = win. 0912478AJTY21@ = #Fail. Make it friendly. Make it personal.
Don’t use email data that is not permission based. It’s not big or clever and yes, we know there are technical work-arounds but you will just end up blacklisted and with a brand in tatters. That office stationary company in Bury – I will never use you because of your email policy.
Put an opt-in box on your email html to opt them in specifically for your company.
Ask to be put in the safe senders list within their address book. This decreases likelihood of your message ending up in the spam file.
No excuse not to, there is no point in speaking to people who are not interested in what you have to say. And make it easy, no more than two clicks required. Make sure that it’s branded with your logo and company name, this helps with trust.
If possible, have an offline point of contact for people to unsubscribe such as an address or phone number. Again, this helps with trust and service.
Flag your hard bounces and keep your list clean. Don’t waste good money to send to poor data. Your data is an asset and needs to be treated as such. Take out duplicates, flag gone-aways and keep it up to date.
Have a soft bounce policy to deal with temporary errors. A common one is three strikes and you’re out, if an email bounces three times then flag it as gone-away.
Consider Email Service Providers (ESPs) that offer a delivery management solution – this monitors your ISP reputation and status.
Again, consider using an ESP to take advantage of their reputation and status with ISPs. They are often white-listed and have years’ worth of good rep!
Avoid large images, lots of different coloured text and excessive numbers of links.
Nothing dodgy in there. Avoid FREE, OFFER, caps and !!!! — those little blighters will cause you spam problems.
Preview your HTML in various ISP inboxes to check it all looks fine and keep the best call to action above the fold (in the preview pane ).
The DMA has a whitepaper on Email Deliverability. This has additional detail and is certainly worth a read.