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iMedia Connection – Don’t spam me: Targeting tips for successful email marketing

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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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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  1. It’s good to see the calculated spam numbers behind the whole thing. Lot’s of people argue and get into creative differences on what is and isn’t spam. The point is if it won’t pass the spam filter or a person’s brief scan, you’re wasting your time!

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