How to build relationships with ISPs to improve email delivery

Having a healthy working relationship with internet service providers (ISPs) – via your email service provider (ESP) – can pay dividends (especially if you’re a big sender).

But this isn’t the type of business relationship you may be used to, and needs care, attention and applied knowledge. Escalating a problem to an ISP, such as an unfairly blocked campaign, is a careful process.

Email marketing: managing the ‘emotionally unsubscribed’

One of the hardest decisions you’ll face as an email marketer is when to remove inactive or unengaged recipients from your communications.

As email has matured as a channel, so has the way people interact with it.

Although unsubscribe rates are usually low (for example, less than 0.1% per campaign), there can be upwards of 50% of a list who are ‘emotionally unsubscribed’.

These are recipients that are actually subscribed, but rarely open or click, which may suggest that email is not an effective communications channel for them.

12 useful tips for optimising email deliverability

More than 20% of all commercial email does not make it to the inbox. This is not the spam, it’s the legtimiate stuff. 

The sole responsibility for catching and sorting out the good from the bad and the downright ugly lies with the ISPs. 

So how do they make these judgements, and how can you ensure that your emails will reach potential customers? 

Here are 12 valuable tips for monitoring and improving email deliverability, taken from our recently updated Email Marketing Best Practice Guide.

Personalized jewelry, personalized email: How Limoges raised revenue per email by 300%

Although sales in the fine jewelry and better watch category declined in 2012, you wouldn’t know it from looking at the ledger of Limoges Jewelry, maker of personalized products such as class and couples’ rings.

Okay, so this online retailer doesn’t hawk fine jewelry, but a 300% increase in revenue and year-over-year (YOY) email sign-up growth of 100-400% and a 99% deliverability rate (you get the idea) is nothing to sneeze at.

Five tips for reducing email spam complaints

Some email marketers see the spam button as an evil device that ruins their email reputation while they are forced to watch helplessly.

But while it is true that spam complaints can have a disastrous effect on your email reputation, email marketers are everything but powerless in their efforts to stop collecting them.

Here are five tips (plus one bonus) to help you reduce the number of spam complaints you receive:

Five reasons you should stop using no-reply email addresses right now

A lot of email marketers use no-reply addresses to send their emailings.

The wide variety of excuses to do so range from ‘Nobody answers my emails anyway’ to ‘I don’t want to receive out of office emails’.

But when it comes to email marketing, there are no good excuses for using no-reply addresses.

Not only will your recipients conclude that you don’t care about what they’ve got to say, no-reply addresses also damage your email reputation and deliverability.

Here are five reasons you should stop using no-reply addresses right now:

How to get your emails into the Hotmail inbox. Step one: welcome new subscribers

A couple of weeks ago, I wrote a blog on how the new Microsoft WSRD data was impacting email marketing. For webmail accounts managed by Microsoft, WSRD data is increasing effecting whether your email goes to junk, or into the inbox.

These accounts relate to quite a high percentage of some retailers’ email lists (50%+) so how Microsoft treats your mail can have a large impact on the revenue you make from email.

In order to ensure your emails stay in the inbox, this post takes you through developing the customer relationship and increasing user engagement through producing a welcome/nursery programme.

Email reputation: what is the expiration date of your opt-ins?

Email reputation: what is the expiration date of your opt-ins? Assuming that you’re an email marketer with a conscience (and that knows a little about deliverability) you only send emails to people that opted in.

Maybe you even chose to go with a double opt-in system, to be 100% sure that your recipients are actually interested in your emails.

But although you are now complying to the email marketing legislation, these efforts aren’t enough to prevent that you’ll be regarded as a spammer.

An opt-in’s sustainability isn’t endless. Think about your email reputation and ask your recipients to prolong their subscriptions from time to time.