Sender Reputation: A good way to kill your email marketing campaign is to have service providers flagging your emails as spam. Without a double opt-in process or a check for invalid email addresses, users will give fake email addresses. If you keep sending emails to invalid addresses, ISPs will blacklist you.
My first recommendation is to automate email sending. I once dealt with a large email registration list that was being sent out manually. Due to other activities we were tackling in the marketing department, the emails were not sent on a regular basis and the volume we were emailing was also inconsistent. These two pieces combined sent up red flags for ISPs. We decided to setup two rounds of automated emails for seven and then 20 days after the free user registers. The day seven email would use the same educational template we used previously for "Why to Upgrade." The day 20 email would be the promotional "discount" email we used previously.
This automation allowed our team to eliminate more than 20 hours per month spent on email delivery. After one month of running the automated email follow-up process, the sender reputation score was back to over 95, and we were no longer being blacklisted by ISPs. The email frequency was more consistent and the volume was lower. More importantly, emailing these registered users in a timely, automated manner increased overall sales by 10 percent. The process of email automation doubled the revenue we were able to generate through email due to the adjusted frequency and increased deliverability.
Drip marketing is a great strategy for extending customer relationships through a series of touchpoints and communications. Drive traffic through paid search, find out who your visitors are through user registration, and then engage them through educational and promotional email marketing.