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One of the hardest decisions you’ll face as an email marketer is when to remove inactive or unengaged recipients from your communications.
As email has matured as a channel, so has the way people interact with it.
Although unsubscribe rates are usually low (for example, less than 0.1% per campaign), there can be upwards of 50% of a list who are ‘emotionally unsubscribed’.
These are recipients that are actually subscribed, but rarely open or click, which may suggest that email is not an effective communications channel for them.
We've written a lot on email marketing over the past few years, so here's some of the best in one handy post.
This post covers best practice tips, useful stats, case studies and reports on the subject.
More than 20% of all commercial email does not make it to the inbox. This is not the spam, it's the legtimiate stuff.
The sole responsibility for catching and sorting out the good from the bad and the downright ugly lies with the ISPs.
So how do they make these judgements, and how can you ensure that your emails will reach potential customers?
Here are 12 valuable tips for monitoring and improving email deliverability, taken from our recently updated Email Marketing Best Practice Guide.
Although sales in the fine jewelry and better watch category declined in 2012, you wouldn’t know it from looking at the ledger of Limoges Jewelry, maker of personalized products such as class and couples’ rings.
Okay, so this online retailer doesn’t hawk fine jewelry, but a 300% increase in revenue and year-over-year (YOY) email sign-up growth of 100-400% and a 99% deliverability rate (you get the idea) is nothing to sneeze at.
Some email marketers see the spam button as an evil device that ruins their email reputation while they are forced to watch helplessly.
But while it is true that spam complaints can have a disastrous effect on your email reputation, email marketers are everything but powerless in their efforts to stop collecting them.
Here are five tips (plus one bonus) to help you reduce the number of spam complaints you receive:
A lot of email marketers use no-reply addresses to send their emailings.
The wide variety of excuses to do so range from ‘Nobody answers my emails anyway’ to ‘I don’t want to receive out of office emails’.
But when it comes to email marketing, there are no good excuses for using no-reply addresses.
Not only will your recipients conclude that you don’t care about what they’ve got to say, no-reply addresses also damage your email reputation and deliverability.
Here are five reasons you should stop using no-reply addresses right now:
A couple of weeks ago, I wrote a blog on how the new Microsoft WSRD data was impacting email marketing. For webmail accounts managed by Microsoft, WSRD data is increasing effecting whether your email goes to junk, or into the inbox.
These accounts relate to quite a high percentage of some retailers' email lists (50%+) so how Microsoft treats your mail can have a large impact on the revenue you make from email.
In order to ensure your emails stay in the inbox, this post takes you through developing the customer relationship and increasing user engagement through producing a welcome/nursery programme.
Assuming that you’re an email marketer with a conscience (and that knows a little about deliverability) you only send emails to people that opted in.
Maybe you even chose to go with a double opt-in system, to be 100% sure that your recipients are actually interested in your emails.
But although you are now complying to the email marketing legislation, these efforts aren’t enough to prevent that you’ll be regarded as a spammer.
An opt-in’s sustainability isn’t endless. Think about your email reputation and ask your recipients to prolong their subscriptions from time to time.
Nothing stands still in the world of email marketing. The only constant is change, and some of the new stuff to rear its head is certainly going to be changing how things happen in future.
That said, some of this “new” stuff isn’t really new at all and has actually been around for a while now, just keeping a low profile.
One such development is Windows Live Sender Reputation Data.
The system that enables recipients to vote for whether certain emails are junk or not has been around for years so why is it so important now, and for those email marketers that have never heard of it, why should they bother about it at all?
Writing about e-commerce, I end up signing up for lots of accounts and newsletters on websites, most of which I'm not necessarily interested in.
Still, this gives me an opportunity to look at how these companies are formatting emails, how frequently they send them and, crucially, how easy it is to unsubscribe.
If people want to unsubscribe from emails, it should be made as easy as possible, as the alternative for many recipients is the report spam option, something which can have an adverse effect on sender reputations with ISPs and therefore deliverability.
Here's a good example from Fab, and some tips on best practice in this area...
After my Valentine’s Day analysis of online dating sites and what’s so great about their email, I decided to compare their performance around the holiday to a sample of retail marketers to measure the effectiveness of these sorts of big seasonal marketing drives.
Online dating sites aren’t the only ones who use Valentine’s Day to implement a big marketing push.
Retailers selling products like chocolates, flowers and gift cards also stepped up their game (and their email activity) to capitalise on the most romantic day of the year.
Valentine’s Day is a difficult one for single people, and a great many of the UK’s 15m singles turn to online dating sites to find a special someone with whom to spend the evening.
Research suggests that there are 24m first dates in the UK each year, of which 69% are arranged through online dating.
As a result, online dating is an enormously competitive market, and sites must send relevant, engaging email that perfectly matches their subscribers’ wants and needs.