8 Step guide to reactivation

Cracking post from JP (November 23 2010) with a cheeky 8 steps for reaction campaigns in Reactivating and Engaging Inactive Email Recipients in 8 Steps.

It can be hard to let go of addresses until you’ve suffereded the consequences once but then it’s even hard to come back from. As I said in Dangerous Reconnections getting it wrong can really get you in trouble and this post can really save you from yourself.

One strength of this scenario is that we presume that the list has been emailed regularly and the hard bounces handled efficiently thus removing the possibility of any old addresses turning into spam traps after hard bouncing for a while, if you want to follow this make sure you are in the position. If you are not talk to your ESP, consultant (or me)…read on

Monday Note: Measuring the Nomads

“The more diverse and ubiquitous the internet gets, the harder it becomes to measure. Especially with the mobile version’s rapid growth. And Audience measurement is much more complex on mobile devices than it is on PCs.”

This is great article on the complexities of it all and give some details about what is being done to remedy the ambiguity that is mobile browsing…

Pure360: Why do big image emails get through?

We, at Pure360 had a interesting twitter exchange recently about why image only emails get through even though spam checkers given them a high score. To avoid further 140 character chats on the subject I wrote this:

Savvy email marketers will know that it is not recommended to send big image emails as they are far more likely to be junked, so why is that sometimes they managed to get through? 

Many people who use an ESP will have a spam checker built in. The most commonly used one (of many) is Spam Assassin.  On more than one occasion we have blogged that text to image ratio should be 60:40, in favour of text. The main reason behind this is because of the spam assassin warning.

This was not a decision that was just made up by the guys at Spam Assassin, it was a rule that evolved from the fight against spam and filters’ ever changing rules to adapt to spammers’ techniques, who in turn adapt to beat them…check out Spammers vs The spam filter for more details.

Additionally, the big ISPs don’t rely on Spam Assassin. While they may well share many of the same decision making and may even refer to it they each tend to have their own rules and algorithms that have evolved over time and competition with each other to have the better junk filter.

This does not mean that all heavy image emails will go to junk or be junked by recipients or that the big ISPs will let them all through. However they will have a harder time getting delivered than emails with a good ratio, but it is also about rapport. If someone who does not have a good ‘digital rapport’ with your brand cannot see what the email is about with the images off, they are less likely to prioritise it and more likely to hit the spam button.

Read more at www.pure360emailmarketing.co.uk


Anchor links in emails

Ros Hodgekiss for Campaign Monitor tells us about the problems with Anchor links in emails…

Amplify’d from www.campaignmonitor.com
a rather startling fact – anchor links aren’t working as reliably as we originally thought in a number of popular email clients. This could be a rather major design issue if your email newsletters and templates contain a table of contents (TOC), or ‘Back to top’ -style links.

Read more at www.campaignmonitor.com


Welcome Emails: Best Practice vs. Common Practice

Welcome Campaigns are vital to any emailing strategy. Sherry provides some good stats and well presented details in this article.
It also links in nicely to my article for Pure360 on how the optin experience affects the value of your list.

Pure360: The value of your email marketing list is decided by the opt-in experience

For my employer, and favourite ESP, Pure360; I wrote down my thoughts on the affects of the recipients’ opt-in experience to their value on your list…