Sometimes, Less is More

When your subscribers cut back on spending, you might be tempted to compensate for lost revenue by stepping up your email campaigns. But be forewarned: It's a potentially hazardous strategy. "Instead of being financially rewarded for emailing more," says Barton Schaefer, PhD in an article at MarketingProfs, "you may be punished by a slackened or even negative response, and find that your revenue plummets while your email languishes in spam filters."

He offers this advice for ensuring optimal deliverability:

Consider email marketing as a privilege, not a right. Make yourself a welcome guest in a subscriber's inbox by sending relevant, timely offers based on their preferences and needs—not the product or service you're trying to move off your shelf.

Plan ahead with time-sensitive messages. "You should expect rate limiting and network factors to prevent high-speed delivery on occasion," notes Schaefer. "If you must mail ... last-minute, remember that some customers won't see your email until it's too late."

Cultivate a relationship with your ESP. Your service provider can be your partner in maintaining best practices and avoiding trouble before it begins. Start to ask more questions.

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