Here is a second guest post from indiemark CEO Scott Hardigree, who joined us as a contributor. Scott seems to be more than an email marketing expert and knows about Twitter too.
His post sums up some email deliverability challenges in true Twitter-style. An original way to tackle the topic, Scott!
Read Scott’s small nuggets, in 140 characters of course, that encapsulate many of the email deliverability challenges marketers will face in twentyten!
“Permission is not enough; list engagement list is the key to deliverability. ISPs have stated they’re measuring such things as viewing time.”
“Over-mailing = complaints = negative reputation at ISPs. Diversify less critical messages using Social Media. Save the good stuff for email.”
“Drop the noreply@. Gmail’s begun testing turning on images for senders who have received two replies from a user; other ISPs should follow.”
“Let the customer drive. From the onset and through Preference Centers let them dictate how much and what sort of email they want to receive.”
“Stop marketing, at least occasionally. Actual content is likely to score better as ISPs look at engagement and complaints when filtering.”
“Test, test, test. Day of the week, time of day, and level of personalization and segmentation will all improve engagement and pay dividends.”
“Authentication will continue to be a major factor. Senders who have not adopted DKIM as their auth method of choice should do so this year.”
“Just like DKIM, domain-level reputation is on the rise. For portability’s sake, make the From: and Friendly From as consistent as possible.”
“Even though engagement, DKIM, and domain-rep may be on the rise they’re not the only factors. IP-based reputation still matters — a lot.”
“ESPs can do many things but your content and frequency aren’t among them. What/when/how you mail is largely dependent on your deliverability.”
And since we’re talking email the Twitter-way, follow Scott on Twitter here.
Check out Scott’s first guest post (8 guiding principles to hiring an email marketing expert) here.
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