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.
Yes, it’s true. My grandmother knew a lot about email marketing and acquiring new customers – even though she never had an email address or even opened an email, and certainly never worked in someone’s digital marketing group handling customer acquisition budgets.
So how is it possible?
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.
During our 20 years in the business, we’ve gotten every kind of support call imaginable from customers who have gotten themselves into all kinds of tricky email marketing situations.
To help you avoid the same scenarios, I thought I’d put together a list of best practices you should always implement in your email marketing program. I’m also including some things you should never do. The idea is to help save you time, avoid mistakes and preserve your sender reputation.
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.
Even if you use the same email template over and over again, you should still test your message every single time. Why?
A Little Something Called Human Error.
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Remember that slightly embarrassing email address you created back in 1995? The one that was a combination of your astrology sign, your birthday and some other cute innuendo? Yeah, that one. You’re probably not using it anymore, but that doesn’t mean that AOL (or any other email service) isn’t still accepting email at that address!
How can this be? Well, your old email address might now be a Spam Trap.