Endeavoring to be an Inboxer isn’t a call to jump in the ring and fight, nor a call to sport hip underwear.
This is all about what you can do to get more of your emails into your recipient’s inbox. Financial service providers rely on email delivery to enhance marketing campaigns such as newsletters, updates, invites to events and webinars and the list goes on, as far as your marketing budget will allow.
Techniques to optimize the chances of an email getting to an inbox—rather than a spam or junk mail folder—in some cases can help you incrementally, while in other cases the impact is dramatic.
For the Greatest Impact …
Watch your subject line. Almost all email clients have spam filtering in place and they look at a variety of factors, but none as important as the subject line. Here is an excellent resource for crafting a non-spammy subject line that also has great tips for getting the email opened.
Don’t send emails to bad email addresses. When the time comes for your marketing aspirations to outgrow Constant Contact or MailChimp, make sure to not import bad and bounced email addresses into your new email service provider’s (ESP’s) system. Internet Service Providers (ISPs) track how many bounces come from your domain and email address and issue a “sender score” (also called a “sender reputation”), a sort of credit rating for email-sending credibility. The goal is to keep bounces at a minimum to have a high sender score. This also means if you have a dated list (one that is over a year old with no sends, for example) use an email validation service to avoid lowering your and your ESP’s sender score. It will be perhaps the best $10 you will ever spend on a marketing endeavor.
For Modest Impact …
When upgrading from one ESP to another, there is a process called “inbox warming.” While not nearly as exciting as it sounds, the process involves sending your emails out on the new platform to only the most engaged contacts—that is, those who open your emails the most. Doing this the first couple of times you send an email campaign will bolster your sender score on the new platform for future sends.
Lastly, there is the issue of alignment. Typically, the “reply to” field in email transmissions contain your domain (like tim@eMarketeer.com uses the domain eMarketeer.com). Your ISP often makes use of a “sender policy framework,” which basically lists which ESP hosts are allowed to send on behalf of your domain. Add your ESP’s server IPs (the addresses of the email servers) to your SPF record before sending. Further, higher-end ESPs allow you to use your own subdomain as the URL address of the email (for example, email.yourcompany.com/email title rather than MailChimp.com/email title), which is worth the nominal amount of effort it takes to set up. Your ESP vendor can and should help with all of this.
Taking these steps will assure greater deliverability over the life of your company. Like compounding interest, incremental gains that are leveraged over the course of time can make a huge difference in your email marketing potency.
Santa Cruz, Calif.