November 4, 2009
E-mail marketing best practices
by Peter Martin
 Delivering e-mails today is becoming more of a challenge. ISPs are making it more difficult to get your message delivered, especially if you are trying to deliver a marketing message. Reputation is now becoming a major factor in e-mail deliverability. One of the key factors that ISPs look at is the “bounce rate” of your campaigns, so sending e-mail campaigns to a “dirty list” can create major delivery issues. List fatigue is a common part of e-mail marketing, yet it is commonly overlooked. You probably spend time analyzing the e-mail metrics and web analytics generated by opens and clicks, monitoring unsubscribes and complaints, and watching for bounces or undelivered messages. All of these things are easy to track and report on and they provide valuable feedback you need to build better campaigns. But what happens when nothing happens? If you aren’t paying attention to the subscribers who ignore or delete your messages you are missing out on a tremendous opportunity. And you’re putting your good reputation at risk. Read more
[PRINTER FRIENDLY VERSION]
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