Email Marketing – More Deliverability Do’s

Email Marketing – More Deliverability Do’s

By Harry Kaplowitz , iContact Deliverability Product Manager

A couple of weeks ago, I talked about some list management best practices that could also positively impact your inbox placement.

But, as we all know, list management is only half the battle, if that. Email content matters more than it ever has, and how your subscribers engage with your content is quickly becoming a paramount metric for ISPs to monitor in determining your inbox placement.

So with that in mind, here are three more deliverability do’s, all focused on content-specific best practices.

  1. Specialize Your Content
    A very small amount of your email content should be intended for your subscriber list en masse. Unless you’re producing hyper-targeted content (such as, say, maintenance newsletters for owners of Pontiac Azteks), your subscribers are going to be interested in different things. Use custom fields, email engagement, and good old-fashioned trial and error to place your subscribers on the appropriate lists. Otherwise, you risk losing their engagement and, eventually, your inbox placement.
  2. Don’t Be Afraid of Unsubscribes
    The fact is the alternative (habitual non-opens and, eventually, complaints) is far more damaging to your sending reputation. Don’t solicit unsubscribes, but don’t make it impossible for your subscribers to take that action. Consider unsubscribe links in your preheaders (you are using preheaders, aren’t you?), and consider the occasional soft opt-out message for your habitual non-openers. Quarterly or semi-annual reengagement campaigns also help.
  3. Get Off on the Right Foot
    Set the proper expectations from the get-go. Use your sign-up form success page to instruct new subscribers to add you to their address book. Certain ISPs, like Gmail, provide secondary familiarity features, such as starring important messages and enabling Priority Inbox – communicate these options to your new subscribers. Also, consider implementing a welcome message. Nearly 30% of new subscribers will fall off without a welcome message in place.

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