Email continues to be the most direct way to reach consumers online (think about mobile if you’re interested in moving to an even more direct connection with customers). However, as you are all well aware, is getting more and more difficult to use as an effective marketing channel. Today’s spam blockers and address verification systems make even valid email addresses difficult to reach.
Here are a few tips for keeping your email list fresh and working for you:
Deal with the spam blockers – Are you receiving replies from addresses on your mailing list stating that you need to verify your address or you will be considered spam? Honestly I have yet to find an effective way to work with spam blockers on in automated fashion….these programs are definitely doing their job! If you are purchasing email lists there are services that will validate each address fro you but that gets expensive.
If you are getting automated responses like these be sure to follow directions and validate your address. I know its few extra steps, but that email address is worth it! Once you are validated don’t worry, you will not have to go through the process again with that address.
Take out the trash – Very simple…delete any email addresses that are bouncing back an invalid address response from the server. Do not leave them in your list, it’s a waste.
Mind your ‘opt-outs’ – First, ALWAYS ensure that you are giving the consumer the option to opt out of every email you send. CAN-SPAM is serious you do not want complaints filed against you.
If you are using a third party email program/service to manage your email then it may be a good idea every now and then to spot check you active list against your opt outs…just to make sure those addresses are truly out.
If you are not using a third party system and managing your email yourself make sure you have a comprehensive opt out list available in a spreadsheet. Before you send your next email blast do a quick check against your opt outs.
Send HTML – Yes, text based email is fine, but HTML has proven to generate much high click and engagement rates. Include relevant images, as little text as possible providing only the critical details and your marketing message. Your customers will appreciate you being direct and to the point.
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