A 'Back-to-Business' Email Optimization Checklist
3. Turn frequency into cadence. Back when everything reached the inbox, being present was enough to earn a brand impression. So, many marketers just broadcast often to be near the top of the inbox. People are now fatigued from inbox clutter, however, and are employing more filters as a result. Being relevant and timely trumps volume. Subscribers visit their inboxes expecting to see timely messages tailored to their interests. On the other hand, repeated reminders about last week’s sale may turn them off forever.
4. Adopt a new attitude. Gather new information about subscribers, and use it to test content or segmentation strategies. Run a few instant polls to gauge how important key demand drivers are to your subscribers. Ask for a vote on some product taglines you're considering. To get higher participation, make it fun by featuring the results of the poll on your Facebook fan page, inviting comments that you can share. Or keep a Twitter tally of response in real time.
5. Arm yourself for the crush. Just as traffic swells on the highways and commuter trains this time of year, the email transit way also fills up as marketers promote their fall offerings and gear up for the holidays/Q4. Just like in any rush hour, the more email traffic, the higher the likelihood that your messages will wait in line or be filtered.
Make it a habit to check your sender reputation every day that you send broadcast mailings — it only takes a minute if you have access to inbox placement data. If you don't have this data, get it from a deliverability service, demand it from your email service provider (ESP), or even check simple diagnostics such as my firm's free email reputation service SenderScore.org or DNSstuff.com, another free email reputation service.