What’s the most important part of any email marketing program?
Huh? Wha-? Not what you expected? Well, think about this:
Your subscribers joined your mailing list because they love your products, they’re crazy about your service, and they want to hear what you have to say. Setting expectations around how often your subscribers will hear from you, and then fulfilling those expectations, is the key to keeping them happy and getting the best results from your email marketing efforts.
Spoofing and phishing. If you watch the Fox television show Gotham (@Gotham), those terms might sound like something Edward Nygma, a.k.a. The Riddler, might use to confound James Gordon and the Gotham City PD.
Whenever I talk to new employees about what the Abuse, Compliance and Delivery group does here at Net Atlantic, I usually get a few giggles when I bring up spoofing and phishing. Heck, they still make me chuckle sometimes! But even though they might sound funny, spoofing and phishing are no laughing matter. In fact, these practices are actually pretty nefarious!
Blackjack is a staple at any casino, and it’s a game in which skill and luck both play equal parts. Skill and a little bit of luck are needed in email marketing, too. For example, why take a chance on your email address collection process when you can improve your own odds by using a double opt-in sign up method whenever you can? See what I did there…cards and contacts? Tricky!
Seriously, though: The definition of doubling down is “to become more tenacious, zealous, or resolute in a position or undertaking”. And this is how everyone should approach email address collection. Why?
OK, you can laugh at the title of this post (or even groan at it – I don’t mind)! But the fact remains that you need to find the right email sending frequency; otherwise, it can harm your relationship with your recipients, and ultimately hurt you as a sender.
This post is “dedicated” to those who “share” the same question – or server, as the case may be….
What am I talking about? The difference between sending email from a shared environment vs. a dedicated environment. Is one better than the other? What are the benefits? What are the risks?
Recently, I was reading some articles about William Shakespeare (stay with me here, folks!), which led to some posts that discussed whether he revised his plays, how many revisions there were, and how they evolved from first draft to finished masterpiece. Since I’m such a geek about email, I started wondering:
If Shakespeare had a mailing list, would he have tested different versions of his plays to see which one got the best response?
If you’re sending email campaigns, you will get complaints. It’s one the laws of the universe. Well, maybe that’s a little dramatic. But it is part of life for email marketers, and there’s really no way around it.
Following are some musings on email marketing best practices, straight outta the Net Atlantic Compliance Corner. Everybody puts Steve in the corner – but that’s where I like to be, so it’s okay!
Today I’m going to talk about best (and worst) practices for subject lines.
In case you were wondering, the CAN-SPAM Act of 2003 has nothing to do with the surprisingly tasty spiced pork product which comes in a CAN and is called SPAM.