Tips to Increasing Your Email Deliverability

May 25, 2010

If you are a newcomer to the world of email marketing, you might wonder what the big deal is about “email deliverability”. You write an email, input the recipient’s email address, and click “Send”. You expect it to land in front of your recipient in seconds. Simple, right? Unfortunately, when you send an email to hundreds or thousands of addressees, not all of them are going to receive it. In fact, it is common for as much as 10% to miss out on your message.

There are a number of reasons why an email might not reach its intended destination including bounces and anti-spam measures. “Bounces” refers to an email that gets sent but not received due to technical reasons. These usually occur for accidental reasons. Anti-spam measures, on the other hand, are deliberate preventions of email

To avoid bounces and anti-spam measures, make sure to follow these guidelines:
Become a trusted sender. This is the most important way to beat anti-spam measures. Encourage your subscribers to put your “From Address” on their trusted sender list.
Understand email filters. Avoid using language and techniques in your “From” and “Subject” lines that might look like spam to a content-based spam filter. This includes excessive punctuation, incomplete information, or misleading or missing “Subject” lines.
Analyze your bouncebacks. Fortunately, Email Contact provides statistics about the number of bounces that occur for each of your sent newsletters. Make sure you take the time to analyze these bounces and make the necessary changes to your subscriber lists.
Honor “opt-out” requests. Unfortunately, even the best email marketing campagins will receive unsubscribe requests. Make sure you quickly remove these addresses to uphold the integrity of your company.
Your email deliverability is essential for maintaining a successful subscriber list and in turn, running a successful email campaign. After all, it is much less expensive to market to an existing customer than it is to acquire a new one.

For more information about this subject, see 5 Tips to Increase Your Email Deliverability.

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5 Warning Signs of a Weak Social Media Strategy

May 18, 2010

Engaging your brand in social media is easier said than done. There are many factors to consider when executing an effective social media strategy. Instead of watching the train wreck hurt your brand, here are warning signs of a weak social media strategy that you need to be aware of before things really get bad:

1) Lack of Focus on a Few Social Networks
2) No Responsibility for Executing Social Media Activities
3) Daily Tasks are Not Aligned with Social Media Strategy
4) Metrics Are Not Being Measured

5) There is No Social Media Strategy in the First Place!!
Ask yourself/your team, “do we really have a social media strategy?” If you’re not honest about this, all of your hard work will mean nothing. If you don’t have a social media strategy, stop putting it off and get started.

Components to consider:
Why are you participating in social media? Exposure? Sales? Creating bonds with your clients?
What’s the expected ROI? Are you expecting too much too early?
What’s the content strategy? What will you post? Why are you posting that content? How is the content aligned with the reason why you’re on social media?

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