Email Marketing: To Open or Not To Open ...
For many of us, choosing the from name is a simple task. We send it from the person to whom we want the recipient to respond or connect, but hold on ... did you test that?
One of our clients sends more than a million emails daily to their subscribers. They have built their list using a variety of resources, one of which was to purchase three million self-identified target recipients, but they also used co-registration with a daily newsletter offer to acquire another million names over a span of a few months. The co-registration names were a double-opt in so ideally should have produced stellar results and highly qualified names, but that didn't actually turn out to be the case.
After sending to the purchased list, we tossed it completely due to the very high number of spam traps we managed to trigger in our first two sends. With those names eliminated, we focused on the co-registration list, which we segmented into large groups to receive the daily message they had been offered. This was done through more than a dozen different ESPs.
As we saw it, job one was to validate the email addresses were deliverable, not spam traps, and were—at best—being opened. As we suspected, a number of them were spam traps, so we dialed it back and a great deal of time to a deep-cleanse effort of sending in very small batches (about 200 per day per ESP) in order to more easily stop the cycle if we irritated more spam sensors. (It takes a long, damn time to send to millions of recipients at the rate of 200 per day.)
Using this process, once we reached 250,000 verified emails, we sent to those in larger groups through our three best-performing ESPs—those with whom we historically saw the best deliverability rates. We continued these two steps with the balance of the names and applied the deep-cleanse process for new names still coming in through the co-registration sites (about 500 names per day).
Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.
Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.