Stay out of the ‘spam’ folder

Here are some ways to ensure the success of your email program:

> Keep your email list up to date
Check your email list periodically to ensure that it contains quality contacts, says Jeff Morin, an account executive with the Cornerstone Group of Companies, a Toronto-based firm that provides prospecting and database services. An “unhealthy” list can hurt the performance of your email campaigns.

Incorrect, cancelled and unused addresses increase the number of undeliverable messages; remove them from your list. Also, eliminate individuals who have not opened or clicked on their emails. Check the list for emails that have bounced-back.

> Stay out of the “spam” folder
Emails that end up in the “spam” folders of recipients can negatively affect the reputation of the sender, Morin says. Avoid words that are often associated with spam, such as “limited time offer” and “free,” which increase the likelihood of emails ending up in your addressees’ spam folders. The keywords that are tracked by internet service providers to denote spam are constantly changing, Morin adds. Your service provider should be able to test your content against spam filters to find out how many emails are blocked, giving you the opportunity to refine your content.

As well, you should use a recognizable “sender” address to help prevent your emails being treated as spam, McLean says.

> Use a good provider
The capabilities and services of email providers vary widely. Among the services they may offer are message design, content creation, list management, tracking and reporting.

“One provider may not be right for everybody,” McLean says.

Consider such matters as the provider’s reputation, its process for deploying emails, its technology platform, its design and coding protocols, and whether it offers full or self-service options, he adds.

Your service provider should be able to maintain the health of your email list; check the content of your emails to ensure they are effective; deliver your emails with proper protocols; provide you with reports and statistics to analyze the success of your email campaigns; stay on top of changing spam regulations; and cultivate relationships with ISPs on your behalf.

If you don’t feel qualified to evaluate these features, ask for references, McLean suggests.

> Measure results
The measurements supplied by your email provider, such as “open” and “click through” rates, are useful for tracking the success of your campaign. Align this information with web analytic tools that help you determine the messages that are most effective.

For instance, McLean says, you should be able to determine the content that was most viewed or downloaded by unique users. Then, you can use that information to build future campaigns or follow up with the relevant users.

> Provide an opt-out mechanism
“You must provide clients with the ability to opt out from receiving emails,” says Morin. Requests to unsubscribe must be honoured within a defined period, usually not more than 10 days.

IE