Getting Past the Bouncer

No matter how good the offer in your email is, you won't see any results if subscribers don't receive your message. This reality makes deliverability an extremely high priority. Neil Anuskiewicz, in an article for MarketingProfs, has some advice for achieving the highest rates.

In his article, Anuskiewicz suggests the following:

• Never buy a list from someone on the Internet, even if he claims it's permission-based—because it isn't. "They may have opted in to hear from someone," he notes, "but not from you. For you, they are likely to hit the spam complaint button along with the many others to whom this guy sold the list." Since it only takes a few spam complaints to get on the bad side of an ISP, purchased lists are an inherently bad idea.
• Balanced email design not only enhances visual appeal for your subscribers, it also boosts your chances of reaching their inboxes in the first place. According to Anuskiewicz, spam filters hate layouts dominated by a few large images or—worse—one massive image. "The guiding principle is 60 percent text [and] 40 percent graphic."

The Po!nt: With so many factors to consider, crafting a successful email marketing campaign might seem overwhelming. But the effort is worth it. "[It] can be hard work," says Anuskiewicz, "but when done well, it yields the highest ROI of any other marketing tactic."

Source: MarketingProfs. Click here for the full article.

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