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All types of businesses can benefit from a well-executed email marketing initiative. Today however, they must take extra care to ensure that they maintain a high quality sender reputation in order to optimize delivery and improve conversions. Review these top tips and make sure your organization is following them all:
ping test email
Always test ping your email before your initial campaign, especially if it is an old list, trade show list or prospect list. And once the ping test is done, never use the failed ping tested email again.
not anymore
Monitor your auto-replies and delete and terminate immediately after each campaign. These email responses should be reviewed closely, as the automatic reply may be coming from a source that is different from the actual email that should be deleted.
consistency and frequency
The consistency and frequency of your email campaigns is vital to maintaining a positive sender reputation. ISPs try to build and evaluate email marketing history for your domain. The more consistent you are, and the more reasonable you are with your frequency, the more likely you are to build a solid reputation as a sender. This assumes you’re following the other tips listed here.
Avoid / Minimize Complaints
Too many complaints will cause too many problems for your sender reputation and domain. The best way to avoid complaints is to limit campaign frequency (every two weeks is a good rule of thumb for most general campaigns), honor opt-outs promptly, focus on quality content and collateral, and avoid “selling” Restrict pitches.
Avoid Spam Traps (Honeypots)
Spam traps, sometimes referred to as honeypots, are email addresses specifically created to receive email from marketers who do not follow email best practices. The trap targets marketers who are scraping email addresses from the web or blasting email using only poor quality lists. Sufficient “catches” by spam traps can result in low deliverability or even domain blacklisting.
Use relevant, educational content
“Buy my stuff and save money now”! If your content is salesy, unsolicited and irrelevant, your sender reputation will be adversely affected, and it will happen quickly. Try to make your content relevant and educational. Changing regulations, industry innovation, important news of the day and educational webinars will be better received than an invitation to buy your products or services.
Email marketing is both an art and a science, and is growing in complexity and nuance of delivery. It can be a great lead generator when used properly, or a waste of time and money when used with an email “blast” mindset. Insurance agency marketers who lack the time or resources to carry out this type of initiative can outsource their campaigns to a skilled insurance agency marketing firm.
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