A Holiday Email Faux Pas That Turns Good Marketing Into Spam
For over 15 years, Laura Atkins has been helping companies get their emails to inboxes, longer than just about anyone in the business. Her blog, Word to the Wise has published over 1,500 posts on all things email. And she's a featured speaker on the All About Email Virtual Conference on November 12.
Ahead of the show, she gave us a few "words to the wise" that every emailer should hear.
Thorin McGee: What’s an unexpected email faux pas that can lead to deliverability trouble?
Laura Atkins: There are so many things that can unexpectedly lead to deliverability trouble. I think the biggie, though, is focusing on the numbers and doing things to increase the amount of mail sent.
We’re coming up to the holiday season, and a lot of companies are gearing up to blast emails. It’s all about the volume. But increasing volume, even if the mail is opt-in, can lead to delivery problems. People sometimes don’t want to get three emails a day from the cooking store, even if it is Thanksgiving. Customers who give you an address for a receipt in your brick and mortar may not want you to just start sending them daily sales emails.
The underlying issue here is focusing on what’s good for the business rather than focusing on what the consumer wants. In the email relationship, webmail providers have set the rules such that consumer wants trump all. Marketers tend to focus on their own goals and don’t consider consumer needs much, if at all. This leads to delivery problems.
TM: I think there's an impression that more email is not being delivered (or being delivered as spam) today than in the past. Do you think that's true?