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Old 10-05-2005, 02:07 PM   #1 (permalink)
 
Join Date: May 25 2002
Posts: 970
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The majority of permission-based e-mail lists see significant drops in effectiveness very quickly. A lot of people, especially the young, change their email address as often as their fashions. Why? And how can we increase effectiveness?

Most people have learned that:

the more email opt-in signed up for = the more spam received.

This isn't because opt-in companies are selling or trading their email addresses. It's because email campaigns are sent without encryption at the sending end and no encryption key to open at the receiving end, and any spambot can harvest the addresses. Not to mention spambots, not only routinely harvest from emails, but also from websites where email addresses are listed. Those clever criminals. What to do? Have a privacy policy and ensure a higher comfort level for customers to give you their email addresses - and stick to it.

In addition, it's because of the glut of email, people just don’t read them. Uh-oh. Make them more readable! HTML for impact with text as your backup.

Secondly, there is no leave-behind effect from email, ie, the moment your email ad hits your customers’ inbox, it doesn’t automatically begin printing from their inkjet printers. Oops. Create very attractive HTML color coupons for them to print out.

Moreover, a flood of emails immediately comes over the top of your message, pushing your email farther down towards the bottom. Heck, if you’re like most people, you’ve still got emails in the bottom of your inbox from a year ago that you didn’t take action upon. Holy Shnykies! Use offer expirations to create a sense of urgency.

To combat this, people have tried moving your very desirable email ads to another file for viewing later only to never go to the file to retrieve and read them. That’s why it’s called ‘archival’ storage, ie, just in case you need it. Oops.

In addition, recipients are reluctant to unsubscribe as they’ve been trained to know that doing so might just tip off a spammer that their email address is real. Instead, most recipients either delete altogether and don’t even read the mail, or filter e-mail into the junk or deleted items folder. Another uh-oh. Make it so irresistible that they want to read each one.

And next, if that wasn’t enough, promotions from ISP’s highly encourage their members to label e-mail as spam, even when the recipient is actually an opt-in subscriber. This, in turn, makes a bad situation worse for e-mail marketers in their struggle to maintain or achieve whitelist status. Oh-no. Get email accreditation.

And if recipients continually designate permission e-mail as spam, ISPs and e-mail service providers will have no choice but to discontinue whitelist programs. Ouch. Make sure you’re whitelisted!

Of course, they are loads of other secrets to getting more of your mail opened, read, delivered, and responded to. But don't expect to find all of the answers here, because after all, some secrets are proprietary!
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