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Businesses of all types can benefit from a well-run email marketing initiative. However, these days they need to take extra precautions to ensure they maintain a quality sender reputation in order to optimize delivery and improve conversions. Read these top tips and make sure your organization follows them all:
Ping test emails
Always ping test your emails before your first campaign, especially if it’s an older list, a trade show list, or a prospect list. And once ping tested, never use failed ping tested emails.
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Monitor your automatic replies and stop removing and retiring them immediately after each campaign. These email replies need to be checked carefully, as the automated reply may come from a different source than the actual email that was intended to be removed.
Consistency & Frequency
The consistency and frequency of your email campaigns is important 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 sensible you are with your frequency, the more likely you are to build a solid reputation as a sender. That assumes you follow the other tips listed here.
Avoid/reduce complaints
A lot of complaints means a lot of trouble for your sender reputation and your 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), accept unsubscribes immediately, focus on quality content and collateral, and limit sales pitches.
Avoid spam traps (honeypots)
Spam traps, sometimes referred to as honeypots, are email addresses specially created to intercept emails from marketers who don’t follow email best practices. The traps target marketers who scrape email addresses off the internet or simply blast emails with poor-quality lists. Sufficient “catches” by spam traps can result in low deliverability or even domain blacklisting.
Use relevant, educational content
“Buy my stuff now and save money”! If your content is promotional, spammy, and irrelevant, your reputation as a sender will suffer, and that will happen quickly. Try to make your content relevant and educational. Changing regulations, industry innovations, big news of the day, and educational webinars are better received than an invitation to purchase your products or services.
Both an art and a science, email marketing is growing in complexity and deliverability nuances. It can be a great lead generator when used properly, or a waste of time and money when used with an email blast mentality. Insurance agency marketers who lack the time or resources to undertake this type of initiative can outsource their campaigns to a competent insurance agency marketing firm.
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