Real-World Education for Modern Marketers

Join Over 602,000 Marketing Professionals

Start here!
Text:  A A
N E X T

Think of It as a Club

June 5, 2009  

You understand how email delivery works, but perhaps you have trouble explaining the process to your boss, a client or a colleague. If so, you're in luck. An entertaining post by Matt Vernhout at Email Karma compares the delivery process to an evening at a hot new nightclub—terms most everyone can understand. Vernhout's analogy goes something like this:

  • Being on an ISP's whitelist is like being on a club's guest list. Thanks to "connection filtering," you're put in a shorter line or get to skip the wait altogether.
  • The bouncers—aka the "postmaster team"—control the guest list and determine who gets through. Entrée depends on past behavior—for instance, bounces and complaints. "If you have been good in the past and you get into the club," says Vernhout, "you're that much closer to your recipients." You also need ID—or authentication—to prove you are who you say you are.
  • Once inside, you still have no guarantees you'll get direct access to your host (read: subscriber). He needs to recognize you (meaning you're in his address book) if you plan to enter the VIP section (his inbox).

"Remember you're an invited guest," Vernhout concludes. "[P]arty crashers will get bounced at the door."

The Po!nt: Seek that chic entrée. This "exclusive club" analogy holds true to the very end for email marketers seeking permission to mail. You need to play fair to enter this club.

Source: Email Karma. Read the full post here.


→ end article preview
Read the Full Article

Membership is required to access this how-to marketing article ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!