iMedia Connection – Don’t spam me: Targeting tips for successful email marketing
By: iMedia Connection
Marketers charged with responsibility for email deliverability must evolve their basic understanding of established processes and best practices — starting with the very definition of “deliverability” itself.
Across many industries, too many marketers still abuse basic email communications. One of our goals with clients is demonstrating that email content and the way they communicate with customers directly influences deliverability. When the economy was strong, venues could mass-market to consumers and still report relatively strong sales. That simply isn’t the case anymore. Just because a customer purchased a ticket to a Megadeath concert, doesn’t necessarily mean that same person should be targeted to attend Disney on Ice. That may sound obvious, but it requires a whole new approach — fueled by new processes, technologies, and best practices.
While it’s important to get internet service provider (ISP) authentication and white-listing, it’s equally important to make sure marketers are following the Controlling the Assault of Non-Solicited Pornography and Marketing (CAN-SPAM) rules and adhering to “basics” like ensuring image-to-text ratios are within reasonable limits. One step toward improving deliverability is calculating spam scores before an email campaign is executed. We worked with one multi-venue client that relied on large JPEGs that looked like print ads, as templates for regional campaigns.
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