This spring, Net Atlantic adopted four plots in one of Salem’s community gardens, with the intention of donating all the food we grow to homeless charity programs in the local Salem area.
It’s finally summer here in New England! To kick things off right, the Net Atlantic gang headed up to Chauncey Creek, Maine on Friday for our annual summer outing.
Since we couldn’t have you all there with us, we wanted to share some photos from the day!
In our last post, we explained why it’s important to test your emails before they go out. There are many benefits to incorporating this practice into your email marketing program, from catching typos and grammatical errors to ensuring optimal image display and maximum delivery.
But the biggest benefit of all is a little more abstract.
Picture this: you’ve created a phenomenal email. One of your best ever, in fact. It’s got highly compelling content that’s relevant to your subscribers, gorgeous images, and a call to action that’s practically irresistible. This email is so good, you can’t wait to put it out there and watch the clicks and conversions start rolling in. So you’re really tempted to just pull the trigger and skip the whole testing phase. After all, you know your email is practically perfect.
What could possibly go wrong?
You want to include that beautiful photo you took, or that gorgeous artwork you created, in your latest mailing. Your image is so good, you can’t wait for everyone to see it. But there’s a problem: when your email goes out, all your subscribers see is a blank space where your image was supposed to be, along with this message:
So what happened??
Here’s a scenario for you: You’re new to email marketing, or you’ve got a new list of thousands of addresses that you want to send to. You’ve got an account with an ESP, so you should be ready to go, right? Not so fast! You can’t just open the floodgates – your sending has to be “ramped up”. But what the heck does that mean??
Addresses from dead domains are like zombies. They exist in your list and look kind of like the real thing (i.e., valid addresses that you can send to). They may have been on your list for a long time, maybe since you started collecting addresses way back when. But, like zombies, they are mere shadows of their former selves.
When compliance folks like me talk about dead domains, we are referring to addresses within a sender’s list that are from domains which are no longer in business, or are no longer providing mail client services. Having addresses from these domains on a mailing list is an indication to any good compliance specialist that the list is in dire need of clean-up, or that the list owner may have purchased addresses. Neither of these scenarios is good for the client’s sender reputation, nor the ESP’s overall reputation.
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!