Deliverability is one of those areas of digital marketing where the details matter, so for this interview I turned to Tim Watson, Operations Director of Email Service Provider, SmartFOCUS Digital for the low-down on email deliverability best practice.
Typical deliverability problems
Q1. What are the main problems the email marketer needs to be aware which can lead to their email being blocked?
There are two main areas for B2C e-marketing:
Emailing solution setup technical factors
IP address reputation, content and HTML factors
The technical factors are controlled by the Email Service Provider or your IT department if you run your own mailing solution. The IP address reputation is under direct influence of the email marketer"€™s actions and should be of primary concern, after which content and HTML factors are next most important.
B2B e-marketing is not so dependent on IP address reputation,…
I'm talking about increasing response through personalisation at an upcoming Redeye Email marketing workshop, so just thinking through the variables in response to a question from an IDM graduate who asked:
I sat in on an agency briefing this morning re: email marketing to a number of different segements (trialists/registrants/subscribers etc) to promote new section of a web site, and the agency guy said that in just the past few months they had noticed that using personalisation on emails (and acknowledgement in copy of which segment they came from) was no longer a good idea, and could depress response....???
This seems to go against everything else I have been hearing - is this what you're finding too..??
Dave's answer:
Personalisation is a balancing act between these variables which all email marketers control. If you look at campaign response this way, you can see that personalisation can quite…
Email marketing gives new options for list segmentation in addition to classic segmentation methods such as demographic and psychographic segmentations. This Q&A, with Lucy Conlan of cScape reviews these options and also includes discussion of how to treat the "emotionally unsubscribed" list members who are a natural part of every email list.
This month's Q&A is with my colleague Lucy Conlan from the cScape Customer Engagement Unit. Lucy was previously senior marketing manager at the UK"€™s premier arts centre, the Barbican, where she worked on Customer Relationship Management and campaign integration activity, including on the re-launch of the award-winning Barbican website.
Q1. How important do you think it is to segment your Email list?
Lucy Conlan, cScape: The very size of an organisation"€™s email list can be a political minefield. Senior…
