BlueSkyFactory: 5 Things All Email Marketers Need to Know

September 23rd, 2009 by Amy Garland

So you want to be an email marketer, huh?

All you need to do is buy a list, set up the email, hit send, and you’ll see a spike in sales, right? WRONG. While email is an effective marketing channel, there are a few rules – unwritten and written – that all email marketers need to know. While this list is beneficial for beginners, it also serves as a reminder to the pros out there. So, without further ado, here are the 5 Things All Email Marketers Need to Know…read on

– – –
Another classic from BlueSkyFactory – love your work Amy.
Everyone should read it once, because While this list is beneficial for beginners, it also serves as a reminder to the pros out there.

Certified Spam?

Yesterday I had a little exchange with Return Path after I quoted someone’s opinion that if you are a good sender, you won’t need certification and if you need certification, you’re unlikely to pass the permission tests to qualify in the first place! Return Path made a good point that the images do get loaded automatically and then got a bit confusing about how fully permitted campaigns can still get better results with certification but without any clear reason?

Then morning I found Tamara Gielen’s post about getting an email that she’d never heard of who is Goodmail Certified?
Oh dear, there may be a chance that Goodmail are too busy getting sued to vet their customers properly or was there just a bag load of money? I’m sure Goodmail did everything they could to ensure that every address had permission though!

If certification will get you better results even with the best deliverability already, what is the difference? Does it bypass personal spam filter training to avoid false positives, are ISPs deliberately harsher on non-certified email’s IP and creative, does certification completely write off IP reputation?

Also if you see my comment on Tamara’s post – spot the deliberate typo

Unsubscribe Options and Feedback 2: Optout Reasons

In a follow up to their post “Listen to your reader’s unsubscribe feedback” which I mentioned in “Unsubscribe Options and Feedback” Email Garage has come up with some stats.
They even suggested asking about feedback options when you collect the address in the first place. That’s a great idea, I wish I’d thought of it – oh!

In the latest post Why email subscribers unsubscribe, check out the stats…read on
– –

I suppose it is not a new stat and appears to be staying quite static this year.
It all comes down to the same thing – don’t email people content that they have not asked for and won’t want…Sherlock

Holiday list hammering can really screw you up

A cracking article from Stefan Pollard for ClickZ on Sep 9 2009, called “Avoid Desperate E-Mail Tactics This Holiday” covers a very good overview of today’s deliverability concerns and some of the causes.
It goes from old school spam reports to the latest plans for domain reputation, worth a read but it’s quite long!
– – –

On the subject of holidays, it is really easy to really bugger up your reputation as a sender, not just with the ISPs but with your recipients!

You want to really make sure that every one gets the best chance to buy from you but also you can overload them and scare them away.

Pure360 has a cheeky little check box called Contact Frequency Limiter. You can set it to only send an email to one address every X number of days and Pure360 sorts the rest out.
I don’t use because I profile but if you are a generic sender this could save your list!

E-Mail Versus Twitter?

E-Mail Versus Twitter? Errr, email. Bill McCloskey explained for ClickZ on Aug 27, 2009…read on

– – –
Twitter’s somewhere between an RSS feed that you can reply publicly to and an instant messenger that everyone else can see, with an SMS interface.

It works but it can drag you in so far you can lose perspective. You can forget that 80% of your readers, customers etc. might not interact with you this way but they do and will do in other ways. Also this Twitter 20% might not be the 20% that accounts for 80% of your revenue – don’t get dragged in, remember it for what it is and use it with quality and not quantity.

And yes, I stopped following you cos I don’t care what you had for breakfast, what you bought from the shops and I really don’t care how your dentist appointment went! Unless you’re Stephen Fry…but only just… you’d best keep it funny Steve!

WordtotheWise: Goodmail sued for patent infringement

21 Sep 2009, Laura, Word to the Wise: Late last week RPost sued Goodmail for infringing two patents. One patent authenticates content and delivery of documents. The second verifies the message was received by the recipient…read on
– – –

Oh dear!

Wise man say:
If you need to pay the likes of Goodmail and Return Path to get in the inbox, you probably won’t pass their tests to qualify for it.
If you pass their tests to qualify, you don’t actually need them!

oooh, controversial!