Email optimization
For routine non-business correspondence, thisis simply a minor annoyance and inconvenience. But when your messagebroadcasts a crisis or emergency, or if it includes time-sensitiveaccount, billing or service information, you could face seriousconsequences. If you're a marketer, every undelivered messagetranslates into lost revenue. Luckily, there are ways to improve theodds of delivery and decrease the chance of running into problems inthe first place.The key to email deliverability lies in earning the trust of InternetService Providers, or ISPs. Because these companies need to providequality service to their subscribers, they devise standard protocolsand policies regarding unsolicited bulk email. To communicate withyour subscribers and customers, without interference, focus on fourkey criteria proven to optimize deliverability rates.
Do recipients want your messages? Every time a subscriber reports you to their ISP, deliverability plummets. Several popular ISPs, including AOL, Yahoo and Hotmail, make this extremely easy with one-click spam reporting features. It's important to know how many complaints are coming in. Complaint processing can be automated, with email marketing service providers removing complainers from your distribution lists and integrating this data into real-time reports. However, you should strive to avoid complaints altogether. To minimize complaints, let recipients know who you are by identifying your company in the from field, use a clear and relevant subject line and distribute messages on a routine and predictable schedule.
What does your message say about your company? Advance your brand and professional reputation by sending well-designed, organized and relevant email communications. Segment distribution lists and customize messages whenever possible. You should also make sure that domain names for landing pages have a public Whois record and a clearly linked Privacy Policy.
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