Marketers everywhere are trying to limit the risk of being blacklisted by the major e-mail providers as well as the e-mail users, because they know it is much harder to fix a bad reputation than it is to watch out and behave.
As a result, the internet is full of advice on how to prevent getting blacklisted. The more obvious ones are: avoid using certain risky words (free, buy, win, etc.); balance the amount of text and pictures; send e-mails from a reputable e-mail provider; send only to people who gave you their permission; include the Unsubscribe link; ask them to white-list you etc. Of course, we expect that you’re a legitimate business that just wants to get to their customers rather than a dodgy trickster who’s not afraid to use more cheeky tactics.
For tricksters, there is a whole different range of advice available out there, but because we’re a legitimate business too, we’ll stay away from that.
So let’s get to the less superficial advice now. This advice is not as commonsensical and tends to be technology-based.
- Targeted campaign
Use marketing technology that helps you segment your customers precisely and target them with content they’re likely to utilise. Segmentation criteria based on which you can divide your customers can be everything from their stage of readiness, interest in a particular topic, size of an organisation, budget, recent purchases etc. – or any combination of these factors. The more specifically you target, the more chance you have of getting through!
- Spam checks
There is technology on the market that scores your e-mails for spam on a scale of 1 to 10. By spending a bit more time adjusting the content, you can optimise your message so it passes the spam filters and still evokes positive reaction. Who knows, maybe you can stuff in way more than you are doing now!
- Track campaign deliverability
Finally, after segmenting your leads and checking for spam, use campaign monitoring technology to see which e-mails get opened by whom, how many times and whether the links in your e-mails were followed by every individual lead. This way you can test multiple campaigns at once, see which tactic harvests more success and optimise the rest of the campaign accordingly.
Some say e-mail is dying and the main reason that it’s too impersonal – hence spamming. Others will argue that if you keep making it personal, it’s here to stay. What do you say?
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