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5 tips to boost e-mail deliverability

April 15, 2010 Leave a comment

These are 5 tips that I found to boost e-mail deliverability from an article by Karen Bannan,  which was featured today in  B2B online magazine.  Definitely reiterates some of the items from class.

1) Create, follow and maintain e-mail best practices. How often a marketer sends e-mail—not just from the marketing department, but from any department in the company—is critical, Arthur said. Customers should receive no more than a few e-mails each week, depending on where they are in the sales cycle. Also, consider how unsubscribe requests and list segmentation are handled. All these particulars should be laid out in a written policy and disseminated to everyone in the company, including sales, customer service and R&D. Failing to do this can cause reputation and deliverability to suffer, Arthur said. “Integration is key for better compliance and control,” she said.

2) Don’t assume your list is too small for an e-mail service provider. Many b-to-b companies have streamlined, targeted lists and therefore assume it’s a waste of time to work with an ESP. Small list, small headaches, right? This is often a huge misconception, Arthur said. “It’s no longer a luxury to work with an ESP,” she said. “ESPs are working with ISPs every day. They are creating templates and services to boost deliverability. If there’s a problem with a particular campaign, they are going to let you know right away,” she said. “It’s not enough to worry about bypassing the spam filter. They have to worry about their reputation and overall deliverability.”

3) Watch for design glitches. The wrong design can scream spam, even if it’s a legitimate message. For example, templates make it easy to plug in information and create a newsletter without having to redesign every week. However, it’s worth noting that larger template headers often trigger spam filters, Arthur said. “It’s something else you have to be testing for,” she said. “How does your template affect deliverability?”

4) Share e-mail content in the social world. By posting links to e-mail newsletters, webinars and blog posts on social channels (such as Facebook, LinkedIn Twitter and your company blog), you’re assured those readers are better-qualified and less likely to flag incoming messages as spam. “When someone signs up after reading an example of your e-mail marketing, those people are more engaged and you get better deliverability overall,” Arthur said. “You’re also going to get more viral action when people share that information with friends and colleagues.”

5) Ask for preferred placement. If subscribers place your e-mail address into their address book or create a rule—for example, “Always place e-mail from this address in the inbox”—you’ll have a better chance of your e-mails getting through. You can encourage this with a brief reminder in the footer or in the body of your e-mail. “We’re constantly hearing from our b-to-b customers about the continually changing needs of their end customers and those customers’ desire to change and control interactions, including e-mail,” Arthur said. “You’re going to have to work more closely to make sure you’re providing them with what they need and in a method that works for them.”

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What is the difference between social programs and socialized e-mail?

March 18, 2010 Leave a comment

I read a really interesting article this morning in B2B Magazine called “What is the difference between social programs and socialized e-mail?  The main part of the article that stuck out to me was that even with all these new online media, e-mail is STILL the most cost effective way to reach your targeted audience.  That is becausemakrets can use the e ffectiveness of their social channels.  Check out the rest of the article!

http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100317/FREE/100319929/1084/FREE

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Microsoft, Facebook Modify Ad Relationship–Swaps Banners For Search Deal

February 25, 2010 Leave a comment

Read a great article today http://news.ebrandz.com/microsoft/2010/3122-microsoft-facebook-modify-ad-relationship-swaps-banners-for-search-deal.html

Looks like FB is going to gain control again over the banner ads that are displayed on a user’s page.  The reason they get to gain control again is because ultimately FB know their users better than Microsoft does so FB can do a better job at targeting the right ads and will now  be using Bing.com  more to help do it.

In my mind, who cares?  Does anyone even read the banner ads on their FB page?

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