Industry analysts like Forrester Research and JupiterResearch, have predicted that service and marketing communications would converge. Some even have called the use of service-based, transactional e-mail the "new wave in e-mail marketing." If you have yet to add transactional e-mail to your marketing mix, you're missing a huge opportunity.
In a recent whitepaper by StrongMail Systems, 20 Quick Tips for Improving Your Email Programs, the authors supply best practices for cleanly deploying ongoing e-mail programs, which are structured mailings with similar content that opt-in recipients expect to receive at regular intervals. To get the most out of such programs, marketers need to avoid mistakes and obligatory remarketing messages at all costs, because messages with “oops” in the subject line do not get high open rates! To be sure an e-mail communication is one you’re proud to send, use the following checklist to avoid mistakes; however, you should first customize the list to reflect
To get a sense of what role transaction-oriented e-mails can play in a marketing program, let’s look at some relevant statistics. First, the average company sends 23 million e-mails per year, reports Forrester Research. Next, Forrester also contends that more than 90 percent of consumers (and this probably holds true for businesspeople, too) expect to receive order confirmation and shipping confirmation details via e-mail. Now, consider that various sources indicate transactional e-mails consistently achieve the highest open rates of all types of e-mails. Together, these insights bring us to the most powerful metric of all: JupiterResearch has determined that marketers can boost their e-mail
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Every e-mail marketer knows about the existence of the dreaded blocklist or blacklist. While you may not understand the criteria for being listed on or delisted from such a file—few do—you surely know your e-mail won’t be delivered if you’re on a blocklist used by the domain to which you’re sending. Is the reverse true when you’re whitelisted or accredited as a “good” sender? Do these lists and certifications confer a special status that ensures the delivery of your e-mail? The answer to these questions is a resounding “maybe.” A Good Sender Record Before we can answer the aforementioned questions, we first need to clarify the similarities
E-mail authentication—clearly identifying, and thereby establishing accountability of an e-mail sender—has moved from the realm of sought-after ideal to executable reality. The implementation of authentication protocols like sender ID and Domain Key Identified Mail quickly is becoming a requirement if marketers expect their campaigns to reach customers’ inboxes. Internet service providers (ISPs) and other domains are checking for authentication, and in many cases penalizing those who are not compliant. With these changing demands comes the added responsibility of correctly executing authentication. “If it’s done wrong, the consequences can be the same as not doing it at all,” says Dave Lewis, vice president of market