TopTenWholesale – Ensuring Deliverability of Your Holiday Email Messages
The holiday season is an important time of year for web merchants, so it’s wise to have all your ducks in a row when it comes to email marketing. Your first concern is, “Are my email messages being delivered?”
To ensure deliverability, it helps if your business has a positive sender reputation. Your reputation is created by the summary of your recent mailing history and sending metrics. You want to ensure your messages have a low rate of complaints and a positive opens/clicks response rate. You also want to keep your list fresh to avoid invalid or inactive addresses. Below are some tips for ensuring deliverability:
You can help solve authentication problems by building and maintaining a good relationship with Internet Service Providers (ISPs). Or, you may want to work with an email service provider (ESP) that has established relationships with ISPs. Know the technical standards for each ISP and ensure compliance.
Sign up for feedback loops. These are free tools provided by ISPs to help you get feedback from your email recipients. You’ll automatically receive complaints whenever a user clicks on the Spam button in email messages that you send. By receiving such feedback, you can proactively manage complaints. By receiving and acting upon the feedback from your email recipients, you can enhance delivery, streamline content, and maintain a positive reputation with your ISP.
The CAN-SPAM law has rules that regulate sending email and controlling unsolicited email. These rules apply to all commercial, non-transactional messages sent in the U.S. The law requires three areas of compliance related to the unsubscribe processes, the email content you produce, and your sending behavior. These three areas affect your sender reputation and, in turn, deliverability of your messages. It’s a must to understand and adhere to the law as well as any laws at the state level and international legislation that may exist. Note that you must adhere to the laws of the state or country you are mailing to, regardless of where you are mailingfrom.
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
Other post by this Author