Posts Tagged ‘mistakes’

Mistakes that get you reported as a spammer

Monday, November 28th, 2011
Email clients make very accessible reporting unsolicited emails. To avoid black spots on your reputation and keep your delivery rate high you need to understand what may get your emails reported as spam and how to keep a lower spam rate.

What to avoid

1. Single opt-in subscription: collect the email addresses using a subscription with confirmation. This you will avoid sending emails to people that were subscribed by someone else and receiving your messages will determine them to report you as spam.

2. Using a “From” address of freemail or any other domain that isn’t yours it’s not a good idea. Your subscribers will be unable to identify you, you will have no credibility and they will report you. Another possibility is that your emails will get directly to Junk email folder. If you have a freemail address at “From”, for example user@yahoo.com and Yahoo servers don’t allow sending emails with their addresses, spam filters will give you a higher spam score and it’s most likely for your emails to get delivered in junk email.

3. Using a generic subject that doesn’t say anything about the content this message does not bring any reason for the subscriber to receive your information. Example: “Email newsletter November”

4. Using repeateadly the same message or a very similar one – if your newsletters have similar subject or even the same, you will not be able to convince anyone to open them more than once. After being repeteadly ignored, your newsletters are likely to go directly to Junk.

5. Misleading subject – using a misleading subject to bring more opens is a tactic that will not work on a long term. You will lose your credibility and if you don’t get a lot of spam complaints for misleading content, you will get less opens in your next newsletters.

6. Hidden unsubscription link – do not hide the unsubscription link or button, it will not help you at all. Subscribers have two ways to get rid of your newsletters: unsubscription or spam button. Give them the easy way to the first one.

Another four mistakes to avoid in email marketing

Friday, July 15th, 2011

This article is the second part of the series Common email marketing mistakes. To read the first part click here.

Subscription forms that require too much information

Analyze before asking too much information from a subscriber. The more information you require the fewer people will subscribe.

Is it necessary to required both the name and the first name? If you require them you should use them. Will you really use the birthday? (Yes, you can send an offer or a congratulations message, but don’t forget that.) Do you need to ask them to fill in a verification code (captcha)? Why would robots subscribe to your newsletter? Is it necessary to require them to accept Terms and Conditions? Do you really think someone really reads these terms. It’s a newsletter, nobody would think they would be obliged to buy. And if the terms and conditions have conditions like “You agree with us to give your data to our partners” or “You can unsubscribe with a written request and we will answer you in 30 days” you are already mistaken.

When you start an email marketing program you think that the most information you have, the better and you are tempted to ask a lot of information so you can segment efficiently, but often this is not happening and you will only lose subscribers for asking too much. And also, you can create complete profiles of your subscribers after they sign in, with surveys or by analyzing the evaluation indicators.

Don’t hide the unsubscribe link

Maybe you think it’s a good idea to make the unsubscribe link a little less visible so the subscribers won’t get the idea to unsubscribe. Wrong! They will figure out on their own if they want to unsubscribe and it will be a big problem when they don’t find a way to do it. They will directly hit the spam button and that will affect your deliverability. So you should not put the unsubscribe link with a smaller font, less visible or at the end of the message so the subscribers won’t find it.

Sometimes it’s recommended that the unsubscribe link would be the first thing in a newsletter, so if a user want to unsubscribe, he would not think about using the spam button. Maybe you will have a higher number of unsubscribers, but you will have a lower spam complaint rate.

Don’t send from fictitious email adresses or from ones that nobody checks

The email is not an unilateral communication, it’s not like the radio or TV. When you send a message you have to be prepared to receive an answer (not only a click or a conversion).

Even if you will give explicit information in the message about how you want to be reached, it’s possible that some users will reply to your message. They will be very dissapointed if they will get an undeliverability notice or they will receive no answer. Don’t use “noreply” adresses in order to not make it difficult for them to contact you.

Don’t use domains in the links

How not to do it: <a href=”http://exemple.com”>exemple.com</a>

Why?

– In the first place, because if the visible text and the destination (href attribute) are different, the message will be blocked by the anti-phishing filters.

– Also, when you send a newsletter you will want to know to clicked on your links and you will activate “click tracking” in the application that composes the messages. This application (including WomSend) will modify the links (the destination – href attribute) in order to keep count of the clicks, so you will end up in the same situation you wanted to avoid. Some filters are more permissive and they don’t make that change if the domain of the link is the same and the rest of the URL is different. But it’s impossible to know which ones do use this criteria or not and the safest is not to use domains in the link, use it only in the href attribute.

– It’s better to put something better there, a call to action that will make people click on your links.

Common email marketing mistakes to avoid

Monday, June 27th, 2011

Before sending out an email newsletter make sure you fulfill at least the basic rules of email marketing. In a hurry you can send an email without testing it and it will not appear as you intended in the inbox of your subscribers. You can send irrelevant content to your list or maybe you can send your emails without asking permission first. This way you will only manage to get to the Junk folder faster or make them hit the unsubscribe button.

Below we made a list of the most common email marketing mistakes which you have to be aware of to avoid them.

1. Sending with no permission
Before sending a newsletter you have to have the permission of every single person in your list. This means people have to previously requested to receive information from you. Not spamming is the first rule of email marketing and one the most important ones.

2. Unclear “From” name and subject line
For the subscribers to open your emails they have to know clearly what they are receiving and from whom. The “From” name and the subject line are the only two elements that you have to make them open your messages. If these two elements are not clear and relevant you will not succeed in attracting them. Also, a clear “From” is important to avoid a high spam rate. Is wrong to assume that, even if you have a permission based list, people remember you and your business.

3. Sending without testing
Testing is very important. Don’t skip this step, even if you are in a hurry. You have to check especially spelling errors, display errors and if all links are functional. The best is to send out emails to different accounts that use different email clients. The display could be different, depending on the email client your subscriber is using.

4. Disturbing and inconstant frequency
There is no recommended frequency in email marketing. It can differ from product to product depending on the quantity of relevant information you can offer to your subscribers. Sending to rarely will make them forget about you and sending too often will make your communication disturbing. The best solution is to let them pick their right frequency.

5. Irrelevant content
Sending emails that have nothing to do to what you promised to people when they subscribed and that is not corresponding to their interests will only raise the unsubscribe rate. An efficient targeting is necessary to get good results.

6. No unsubscribe link
In every email you send you have to include an unsubscribe link, and it has to be working. Not including it does not mean that you will lose fewer subscribers, because people that want to unsubscribe will have to use spam button to report you. This way you take the risk of compromising your future email marketing campaigns.

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