Email – A Few Insights

One interesting email fact is that 17% of all emails never make it into the inbox.  The reason for this is spam traps, defunct email addresses (via change & abandonment). There are a variety of other factors, as such, in order to achieve a high deliverability rate, here are a few factors

1)   List cleanse, keep it clean and manage carefully

2)   Start slow, baby steps when starting your email program

3)   Follow best practices for email lists

I don’t recommend that marketers get too involved into the details of email specifics, but you should be aware of your sender score (rates your reputation across a variety of ISPs).  The sender score is fluid and you should be aware of your reputation.

Evaluate, massage and develop, build and evaluate your list and your email stats.  A good list will have the following:

1)   Recipients will have had a prior interaction with your company

2)   Every email must have and easy to find, read and activate unsubscribe feature

3)   List cleansing of purchased lists and slow integration

4)   List rentals from valid and industry related sources

5)   Consistent delivery processes, follow a schedule

Here are some great ways to keep your list active and engaged:

1)   Lead with your brand, it’s good to build familiarity

2)   Provide your list with value on every email

3)   Segment via geographic areas (if appropriate)

4)   Segment via industry, via job title (role)

5)   Provide relevant content (i.e. sales content to sales and marketing content to marketers)

As well, you should always target and segment those #1 fans, and those that just love your brand and love your company. Provide these fans, frequent buyers, social media fans, and customers verses prospects with different offers and value-packed ideas. Naturally every list and every industry is different, and need to be treated as such.

The bottom line is the same, your list needs to be nurtured and managed carefully. If you do so your list will continue grow and produce results. There are also a wide variety of list growth & development tools like socialmc2, which will assist you in building your list and social following in a one step program. Email continues to be your primary communication tool, make sure you treat both the list and your subscribers with respect.

Michael Bickerton, Raven5 Ltd, Oakville, ON, March 2014

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