Page 11 - Payout Magazine Online Volume 8.8

is, therefore, important to ask for subscribers’ � Let users enter the email address twice on
consent. the capture form

Besides saving your reputation, asking for � Let subscribers double opt-in to confirm
consent will give you the chance to establish the correctness of the email address. While
relationships with potential customers. Your this may lower the conversion rates, it is
subscribers should know from the onset the important to building a quality list.
kind of emails they expect and how often
they should receive emails from you. It is best A huge percentage of inactive subscribers
practice to provide them instruction on how to will hurt your reputation. Thankfully, most email
opt-out and how to set preferences. companies provide enough statistics to let you
optimize your campaign. You need to monitor
Your email send policy should strive to be inactive subscribers and weed them out. To
respectful of your ISP and email list. They will manage the process, use a re-engagement
reciprocate by loving you back. Don’t over campaign to seek permission from removed
mail them, once a week is fine. Also, never use subscribers.
deceptive subject lines to increase open rate.
Make sure what is offered in the subject line iP Path and strategy
reflects what is in the body.
Since emails are sent from an IP, your
One trap that may get you into trouble reputation will prosper if the IP Path you use
is purchasing an email list. The likelihood of adheres to the above strategies. Having an
being banned increase with unverified or IP strategy will help you stay firmly in control.
unsegmented purchased lists. With such lists, Look at your IP volumes and performance to
you will most likely send an irrelevant message, identify your high volume sends in order to use
not to mention being blocked by your email those IPs for future emails.
service provider if you use purchased list on its
system. The end results will be low engagement other tactics and tools
levels, high bounce rate, and going against
terms and condition of your ESP. Before sending emails, check for image
text ratio. A good rule is to limit images in your
Quality data capture and managing content to 33%. Also, make sure your content
inactivity has title text and alt tags. Besides this, also
watch out for image size. It is also best practice
As mentioned above, ISPs are using data to to host images on the same domain as the one
improve their service offering, so should you. you are sending from to avoid picking images
The fundamental part of maintaining a high- from blacklisted domains.
quality list and remaining in good books with
your ISP lies the two aspects; the quality of In addition to the above, the following tools
capture and legality of data capture, which has should help you improve email deliverability.
been discussed above.
� Domain analysis tools such as Grouped
Domain.
Before entering your subscribers’
information into a database, it is important to
perform hygiene measures, which include: � Deliverability monitoring tools such as
Return Path’s Sender Score.
� Email validation using a third party system
to make SMTP connection, which checks � Inbox tools such as Exact Target.
the entered email address if it is an active
address. With the above in mind, marketers need to
be keen on engaging with their subscribers and
constantly improving the overall quality of their
� Perform regular expression (Regex) to email list. Protect your investment by ensuring
ensure email addresses follow a standard your emails get to inboxes while adopting the
structure
best practices.
� Check for spelling mistakes and prompt
subscribers to correct wrong entries

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