Three Steps to Pave the Way for Your E-mails
ISP spam filters, bouncebacks, client-side filters … the road to your customers’ e-mail inboxes is full of impediments. However, a few courses of action do exist that can ensure your e-mail efforts aren’t all for naught, says Nick Usborne, publisher of the ExcessVoice.com newsletter for online writers and copywriters as well as author of “NetWords: Creating High-Impact Online Copy” (McGraw-Hill, 2002). Read on for three front-end measures marketers can take to increase the odds their e-mail campaigns reach their customers.
1) Use outside help. Don’t send your e-mails or newsletters from your own servers, says Usborne. He recommends enlisting the services of a reputable third-party e-mail delivery service. These companies have strong relationships with the major ISPs and can check your messages for spam red flags before distribution.
2) Keep it clean. “By continuously e-mailing dead e-mail addresses, you increase your chances of being tagged as a spammer,” Usborne maintains. To avoid this undesirable distinction, track your hard and soft bounces and remove e-mail addresses that no longer are active.
3) Let your customer be your guide. Usborne suggests building your e-mail housefile as a double opt-in list, so if your customers want to hear from you, it’s on their terms.