Infusion users send a lot of email. By “a lot” I mean over 250,000,000 messages in 2007! We’ve worked hard here at infusion to build the technological infrastructure and to establish the relationships in the email deliverability industry to get our user’s email delivered. However, much of the success of getting email delivered rests solely with the sender using best practices. The following are a few tips to help:
Focus special attention on the beginning of the email relationship
The most significant decline in email performance comes a couple months after recipients opt in. Engage your new subscribers immediately with an orchestrated campaign that includes a welcome message that is sent out upon confirmation, followed by something of value like the current newsletter or promotion, or emails offering a set of best-of newsletter articles or an email-exclusive offer just for newcomers.
Clearly establish expectations
Make sure you manage subscribers’ expectations from the start by adequately explaining the email program’s value proposition, frequency, type of content and privacy policies. Be sure to mix-up sales pitches with valuable content targeted at your subscriber. Don’t be a “blastard”. ;-)
Test, Test, and Retest
What worked for you just a few months ago might not work today. Companies need to test variables continuously, including format, design, copy style and calls to action, subject line approach and offers, personalization, content types or product categories. Start with simple A/B split tests, and repeat the test at least a few times to verify results.
Use Content Best Practices
Don’t try to be tricky with subject lines or introductions. Proof your work and use a content checker. Use a rendering tool to make sure your email formatting appears correctly in a number of different email clients. Use targeted, relevant content that provides valuable information to your subscribers.
It might seem obvious, but without doubt the number 1 way to get your email delivered is to get and confirm permission from your subscriber. Capturing an opt-in and confirming it with a follow-up email is the best practice to ensure you only add recipients that want your email.
The email deliverability landscape is always changing as ISPs try to keep ahead of the SPAMers. The thoughts above are just a few of the many best practices used to get email delivered. Post your ideas on what works and share your success tips and trick a little effort, everyone should be able to have successful and profitable email marketing campaigns.