Marketingsherpa: Email Marketing: Improve deliverability by deleting subscribers?
By Adam T. Sutton
One of the key takeaways from last year’s MarketingSherpa Email Summit was that improving engagement with email subscribers could improve deliverability. Email service providers now consider all the positive and negative interactions with your messages when deciding whether to mark your messages as spam.
This means subscribers who rarely open or click email messages can drag down your emails’ reputation. What can be done about this?
Remove unresponsive names
First of all, as noted in the MarketingSherpa 2011 Email Marketing Benchmark Report, the effectiveness of tactics used to improve deliverability varies significantly. However, one marketer told our researchers:
“Removal of non-participating subscribers has had the most influence on improving deliverability and email performance rates in all aspects of email marketing. In other words, get rid of the deadbeat email addresses and everything improves, and the spam companies leave our email alone.”
- 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)
- Website: http://www.theemailguide.com
- Twitter: http://www.twitter.com/theemailguide
- LinkedIn: http://ca.linkedin.com/in/chiefemailofficer
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