Throughout this summer, we’ve posted links to some of our favorite email-marketing articles in our email newsletter’s “FulcrumTech Top Reads” column. Here I share seven of these articles that provide especially important reminders about how to grow and improve your email-marketing program.
In last month’s feature, I discussed what you need to know about email deliverability, including the importance of Internet Protocol (IP) addresses, domains, and your email reputation. This month, I delve a little deeper into the deliverability issue by talking about email authentication – specifically Sender Policy Framework (SPF), Sender ID, and DomainKeys/DomainKeys Identified Mail (DKIM). These email authentication standards are key to ensuring your emails get delivered to subscribers’ inboxes and, ultimately, driving higher conversion rates.
A client recently asked us about some challenges he was having with Yahoo email deliverability (i.e., getting through Yahoo mail). I decided to interview a deliverability specialist within one of the major email service providers about the issue. Things change, and I wanted to get the latest scoop.
The success of an email-marketing program is highly dependent on email deliverability. After all, people can’t respond to your campaigns if they never receive your emails. How can you help ensure that the emails you send actually get to the people who signed up for them? That’s what we discuss in this month’s feature.
Getting embroiled in the details of our everyday work is all too easy. When attending a conference, however, we have the opportunity to back away from the details, learn about new industry strategies, and get important reminders about the basics, too. After returning from MarketingSherpa’s Email Summit 2011, I compiled a list of the latest and greatest email-marketing lessons to share with you.
It’s inevitable – people will from time to time decide to unsubscribe from even the best email-marketing programs. Your company likely complies with the Federal Trade Commission’s CAN-SPAM unsubscribe requirements, such as including an unsubscribe button at the bottom of all emails and processing unsubscribes within 10 days. But are you taking advantage of the unsubscribe process to find out more about your subscribers’ needs? Here we discuss how you can effectively use your unsubscribe landing page to find out why people are unsubscribing, help retain more subscribers, and ultimately build a stronger, more successful email program.