For e-mail marketers, there’s no simple formula for perfect deliverability. Authentication, sender permitted forms (SPF), SenderID, DomainKeys, whitelists, list hygiene and even timing are just some of the tactics marketers rely on to get their messages through. But what works best? According to the Direct Marketing Association’s 2005 Multichannel Marketing Report, certain techniques take top marks in improving the deliverability of e-mail campaigns. How many of these best practices are you using?
* Ensure that each message contains an unsubscribe statements that links to a valid URL or valid Mailto: link.
* Actively comply with Can Spam legislation and learn more about spam laws.
* Do not include .exe or attachments in your message.
* Do not send HTML messages without text alternatives.
* Hire an outside vendor to track.
* Ensure the security of your SMPT server.
* Get recipients to approve you to their “safe” lists.
* Get recipients to double opt-in.
* And send e-mails in small batches.