Tips on Avoiding Deliverability Disaster
Will nearly 100 percent of my marketing email end up in my customers' spam folders?
The answer may be "yes" if your company doesn't change its email practices.
Fewer consumers are willing to spend right now, while most companies are anxious to improve their revenue numbers. If customers aren't buying enough, the solution may seem simple—send more email. Alas, customers who are not eager to buy are unlikely to be receptive to additional emails from you.
Instead of being financially rewarded for emailing more, you may be punished by a slackened or even negative response, and you might find that your revenue plummets while your email languishes in spam filters.
How can you determine how your email is performing?
Don't fixate on a single metric
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Barton Schaefer, PhD is CTO of iPost (www.ipost.com).
Comments
All great info. I'll add that you must test every aspect of your e-mail campaigns. Just because Tuesday at 2pm is the best time for me to send, does not mean it's best for you - only way to know is test. Test subject lines, link text...well, you get the point.