The email marketing arena is constantly evolving and is dominated by the Spam Filters deployed by the likes of Gmail, Yahoo, AOL and MSN. This guidance is based on their requirements and those of various National Regulations concerning the sending of marketing emails.
1. Any “Spam” words get a black mark.
2. The SPAM Filters are now super critical of ANY signs in the content format that is indicative of the “Hard Sell”, quite apart from the use of “Spam” words.
3. They now look for “Engagement” between the sender and the recipient of marketing emails. Un-responsive subscribers should be removed from your Lists (see links at the foot of this page for meaningful research highlighting the dangers of not doing so)
4. See at the bottom of this page how to avoid the attentions of the Spam Filters with anything other than blatant Spam.
To make complying with 1. above we have a “Spam Score” displayed for all Autoresponses and Broadcasts, and any with a score of 4 or over will not be sent until the email has been suitably modified.
To conform with their requirements for 2. above there are certain formatting styles that HAVE to be avoided, such as seeking emphasis with:
Those techniques are widely used – yet they are the kiss of death! They are also very easily avoided!
It is very noticeable that almost without exception Autoresponses have higher Open Rates than Broadcasts, in any one SendReach User’s Account. When looked at more closely it becomes obvious that there are two reasons for that. The subscriber is new, or comparitively so, and so still motivated and the User is attempting to establish a relationship rather than slam bang buy my stuff, and quite rightly so.
What then appears to go wrong in many instances is that as the switch is made to Broadcasts the SendReach User completely forgets about (or worse still actually ignores) any relationship that may have been established and just goes for the kill – email after email after email. The subscriber has soon had enough of that so becomes unresponsive, or even raises a Spam Complaint.
It is a sad fact of human nature that some will complain instead of simply unsubscribing.
It is therefore essential that a relationship is created – and maintained. If you owned a store for sure you would welcome a customer every time they came through the door, no matter how many times they had visited previously, and not try to ram a product down their throat every time they visited either. If you did they would soon stop visiting your store. Email Marketing is no different – softly softly catchee monkey.
Your emails need to be interesting to read, and always include something worth having – for nothing – but NOT always include a sales pitch. That way your subscribers will look forward with interest to receiving your next email. I receive an email EVERY day from a very well known Internet Marketer. I don’t open them any more because every one is attempting to ram something (or two!) down my throat. That guy mails circa 100k a day and gets less than 0.05% opens. No ESP will accept his business so at great expense he has his own mail server and a fulltime guy to operate it. The only reason I have not Unsubscribed is that I am curious to see how long he can keep that up, as that is not a sustainable business model.
Meeting the requirements of 3. above takes a little more thought. Apparently the average person will read approximately the amount of text in the first 18 lines of this page in 30 seconds, so that can be a rough guide as to the minimum required. That is in complete contradiction of the philosophy currently expounded by many IM Gurus that shorter is better. Not surprisingly, we learn from our sources that it is precisely because of that practice that the “Spam Filters” now take the practice as one of the indicators identifying a “Spammer”.
One useful technique to maximise that period of “Engagement” is to ensure that in any email you include one link that opens in a new tab/page as that leaves your email still open and your subscriber will need to return to it even if only to close it. Also, ensure you always have a link for your subscriber to download some freebie – even when you also have one for sale, prolongs the length of the period of “Engagement”.
For 4. above see the guidance in http://setup.sendreach.com/subscribers/new-subscribers-whitelisting/ as that simple concept is what is used by most of the top SendReach Users who are achieving 50% Opens and over.
Links to meaningful research on un-responsive subscribers in a mailing List