Nearly every teenager and adult has experienced the heartbreak of a broken relationship. When faced with unreciprocated love, it’s natural to ask questions like: What’s wrong with me? What did I do wrong? How can I change? The same is true with your e-mail subscribers. In an ideal world, your subscribers would never want to unsubscribe from your list. They'd stay in love with you forever.
Black Friday and Cyber Monday have come and gone, and most analysts agree this holiday season will go down in the books as one of the worst in memory. But that doesn't mean you should scrap your e-mail marketing efforts. With the right planning and approach, you can turn a ho-hum holiday season into a jolly old time.
Much has been written about the importance of permission. Legitimate marketers wouldn't attempt to send any marketing message using e-mail to anything but a permission-based list. While most marketers have mastered the art of permission, quite a few miss the mark in the "good manners" department.
E-mail metrics can provide tremendous insight, but they also can be incredibly misleading.
If the U.S. Postal Service had an 80 percent delivery rate, marketers would mutiny. So why do we settle for approximately the same delivery rate of legitimate commercial e-mail? Studies show that up to 20 percent of e-mail is not delivered to subscribers. The costs of that undelivered e-mail are very real and include lost transactions, lack of or inconsistent communication, ineffective marketing and more. Conversely, optimal delivery can increase communication, sales and brand building, and improve customer relationships. Here are some simple steps you can take to increase the chances that your e-mail will be delivered: • Freshen your list regularly. Remove subscribers