Business of all types can benefit from a well run email marketing initiative. Today however, they must take extra precautions to ensure they maintain a high quality sender reputation to optimize delivery, and improve conversions. Review these top tips and make sure your organization is following all of them:
Ping Test Emails
Always ping test your emails prior to your initial campaign, especially if it is an older list, a trade show list, or a prospect list. And once ping tested, never use failed ping tested emails.
No Longer At
Monitor your autoreplies and remove no longer at and retired immediately after every campaign. These email responses must be closely reviewed, as the autoreply can come for a source that is different from the actual email that should be removed.
Consistency & Frequency
The consistency and frequency of your email campaigns is important in maintaining a positive sender reputation. ISPs attempt to create and evaluate the 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 create a solid reputation as a sender. That assumes you are following the other tips listed herein.
Lots of complaints will spell lots of trouble for your sender reputation and domain. The best way to avoid complaints is to limit campaign frequency (every two weeks for most general campaigns is a good rule of thumb), honor opt-outs immediately, focus on quality content and collateral, and restrict “sales” pitches.
Avoid Spam Traps (Honeypots)
Spam traps, sometimes referred to as honeypots, are email addresses specifically created to catch email from marketers who don’t follow email best practices. The traps target marketers who are scraping email addresses from the web or are simply blasting emails using 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, spammy and irrelevant, your sender reputation will be adversely impacted, 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 are going to be better received than an invitation to buy your products or services.
Email marketing is both an art and a science, and is increasing in complexity and deliverability nuance. It can be a great lead generator when properly used, or a waste of time and money when used with an email “blast” mentality. Insurance agency marketers lacking the time or resources to accomplish this type of initiative can outsource their campaigns to a proficient insurance agency marketing firm.