Digital Marketing

Email Marketing : Do you know that someone is killing your emails?

I know it's a bit old topic to discuss. However, email marketing is not dead altogether. Ecommerce veritably thrives on email campaigns. Businesses spend enormously on email marketing even today. In fact, it's a growing business affair every day. The email campaigns are expanding, and so does the spamming. And not to mention, the email providers have increased their standard of filtering as well.

Getting to know that our letters don't reach the addressee is more hurting and humiliating than it sounds. It annoys to know that the emails are not being delivered to the inbox of the customers. Moreover, email providers are not doing it. They have the sole responsibility to protect their customers from the security threats. Their standards and filters are not the culprits, but spammers are. Don't be mad at them.

To new businesses and companies, growing email-filtering and standards may be overwhelming, because one of the marketing modes newcomers fascinate about is, email marketing campaigns. If it is not going to guarantee success, it will be a great disappointment to the newbies.

Spammers will not stop spamming or sending junks. Spammies are well aware of what they are doing. Filters are not going to be removed at any point of time. In fact, the standards are going to grow tighter and harder in the course of time. Okay. Now where do we stand? We are here to send marketing emails, not junks. We know what we do. That doesn't help, though. The emails are judged, scanned, and filtered. Don't give an is-anything-private-anymore look? Accept the reality.

The proliferation of digital media and multiple channels, inexperienced internet users, weak passwords, weak security settings pose different types of security issues. Knowing the areas of contingency and analysing the points of susceptibility, if a business chooses an email marketing tool that could support the company, it would be a bit of help.

Customers do cross-platform shopping. They use multiple devices for buying. They are on the coin that has two different sides. Blessing and a curse. The business send emails to the users who have signed into their account on various other devices at the same time. It's a challenge to save them from all threats. Customer retention is not so easy as you think, isn't it? Email providers are well aware of this cross-platform, multi-device usage of their users and there they are with a tough set of filters and formulae. ISPs – Internet Service Providers work consistently on weeding out the suspicious emails that come in large sizes.

Never imagine that spammies will be stopped some day. Never allow yourself to pay for their notoriousness. The ISPs work harder to weed out spams and trolls. But they don't examine all the emails closely to do a quality check on every single email that has been sent. The ISPs and the Readers, two essentia, are behind the emails being flagged as 'Spam'. So, now you know whom you are dealing with to get through the cloggy mailing space.

Big sized HTML emails, big sized images, extensive usage of certain characters and strings, and various other factors are going to be vital enemies to go ahead with the email marketing. Email readers and email providers face various other security threats every day. Readers are flooded with hundreds of emails every day. Most of them are unwanted, less significant, and spams. No reader wants his inbox to be a town fair. He wants to left alone. Email providers consider this issue very seriously. If a mail is flagged as abusive or spam by various email users, the domain where it comes from is doomed forever.

How to Live through it?

Engage an email marketing automation tool that helps you identify all the above-mentioned issues. HTML Macromedia images may be very famous on the net, but it's not-so-cool-or-good to receive them in one's inbox. They are big. They are annoying. They are considered spam. Use one of those expensive softwares that helps you create HTML-like emails or be happy with creating emails within size accepted by the email providers; play a safe game.

Play an honest game as well. Keep the line straight. Have adequate permission to send a newsletter or marketing email. ISPs are smarter than before. They even scan if the reader has allowed you to send him an email. Suspicious eyes of ISPs shoots you out of the game, and your are thrown back to the pavilion.

Here is a list of NO Nos

  • Special Characters – Stop being Vociferous.

  • Big mages – Oh snap! They gonna filter-check you to shoot you down

  • Re: & Fwd: - Stop being a spammer. Edit your subject lines, buddy

  • CAPS – Please don't be too much louder. You annoy those filters, seriously

  • Links – Use them only if they are of any significance

  • Splashy HTML codes – Don't be so unprofessional

Here is a list of what to follow

  • Unsubscribe link – Marketing email without unsubscribe link is a legal violation.

  • Respond to unsubscribe request – If you don't, you are violating the law again.

  • Relevant Subject lines – Capsulate what your mail is all about

  • Accurate 'From' address – Your are a legitimate source, aren't you?

  • Establish sender authentication – That helps you keep up the standards.

Winning ISPs' trust and passing through all authentication sounds simple, doesn't it? Put your thinking cap on, buddy. The next man to deal with is our esteemed customer who does the flagging even after you succeed in landing your email in his inox, crossing past the ISPs Do's and Don'ts rules. Man, what a carrot and stick approach! But you still can make a cut. The customers value honest businesses. As long as you play a fair game, they allow you to visit their inbox. Relevance is essence of email marketing. Make your customers happy about receiving your emails. Keep them in surprise as much as possible. Remember, you are playing a fair and honest game here.

Don't send weekly newsletters to the customers who subscribed for monthly updates. Occasional is far different from frequent. Honour the choices your customers made. No Chinese arithmetic about keeping track of various options made by various customers. The marketing automation tool does all calculations and analysis to help you get the real picture of how you are doing.

Email marketing is not bulletproof, but it is not dead. Email is still alive. It's flourishing. Be concerned of the customers who trust your business and continue to do business with you. Remind them about how secure their information are with you. Hint them about the updates they need to do, politely. Do it with relevance to your business and marketing and be on the crest of the marketing wave. Go great guns, friendo!

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