Today is email Thursday and I’m your presenter, Andy. Today, I’ll be talking about getting your emails to the inbox, keeping them out of the junk folder and how to avoid getting caught by SPAM filters. By following a few simple practices, you can take some easy steps to maximize the likelihood of reaching your audience.
It’s important to understand and pay attention to your customers. First off, it is EXTREMELY important to make sure you are adhering to all CAN-SPAM laws. This means that you must offer the ability to unsubscribe from receiving emails whether it is through a link or just a simple note instructing people to reply to the email requesting an unsubscribe. Once someone makes this request, you have 10 days to remove them from the list. Another important aspect of understanding your audience is to make sure that you are only sending them relevant content or something they may find interesting. If you send everything to everyone, you run the risk that your emails will be “marked as spam” which will hurt your deliverability ratings.
When getting ready to send an email, it is crucial that your content is relevant and fresh. If you are offering a sale or a deal, sending the email too early can be just as detrimental as sending it at the last minute. For example, if you are offering a 3-day sale on your website, you may want to consider sending an email 1 week prior to the start of the sale and then sending a simple follow-up email the day before the sale. Rather, you could also send a follow up email on the second day of the sale reminding your users that there is only one day left. However, segmenting out and suppressing your users who have already responded to the first email is a good idea. No one wants to get a second email about a sale they have already taken advantage of.
Another great way to stay on top of your users and their preferences is to offer a survey. A short and concise survey that takes only a short time to fill out is a great way to get very accurate and timely feedback on any topic you wish. This not only gives you insight into what your users are looking for from a service point of view, but also how they feel about your email strategy. It’s better to hear “you send me too many emails” and be able to address the issue than it is to have that user opt-out.
When it comes to the messaging and timing of your emails, it’s important to make sure you follow best practices. First of all, it’s NEVER ok to send to your customers from your own inbox. Besides the fact that it’s not the most professional look and feel, many Internet Service Providers or ISPs will block your emails from ever being sent. The more times you are blocked, the harder it is to get your emails to the right person at the right time. Professional email service providers work very closely with the Internet Service Providers to make sure that emails are delivered always and on time. Leaving this crucial step to chance by composing a message to 10,000 email addresses from your personal email account will never yield the results you are looking for. And not to harp on the subject too much, but making it clear and easy for users to unsbuscribe is key to keeping your deliverability rates high. If it is too hard for users to figure out how to opt-out, they will likely get annoyed and mark your messages as SPAM making it that much harder to get good deliverability campaign after campaign.
We offer Optimized Lifecycle E-mail Marketing as a service to clients who are looking for a way to get a lot more revenue from their e-mail approach. We’ll show you how it works if you’d like – just give us a call at 800-504-4324. Thank you for listening – have a wonderful E-mail Thursday!