You probably know that FCC regulations require you to offer an unsubscribe link and that you need to provide the option for somebody to be able to unsubscribe from all your email lists (these rules apply to bulk email you send, not to transactional email).
If we look carefully, compliance is an opportunity to be a good communicator. There’s the quick and easy approach, where you ask, “Do you want to unsubscribe from all our email?” But why not go further and create an opportunity for engagement? By presenting a list of all available distribution lists (such as new feature information, special offers, and news), and asking, “Do you want any of these or would you like to unsubscribe from all of them?” we encourage a two-way conversation that actually improves our understanding of the customer. Using several mail streams like this also allows you to retain subscribers who want just some of your mail, but who would otherwise be forced to choose between accepting all of it or unsubscribing from all of it.
Tell recipients what email address you are sending to. A lot of people have multiple addresses that funnel together. Make it easy for them to unsubscribe the precise email address in use, rather than forcing them to figure out why email keeps showing up after repeated attempts to unsubscribe.
Compliance is also about making sure that things are set up properly. Doing it right in part defines you as a trustworthy communicator.
- Make sure that the domain that you’re sending your email from has abuse@ and postmaster@ set up for the domain so that they’re forwarding to you and you can respond to any of those messages.
- Make sure that you’re using SPF and DKIM email authentication. (SparkPost requires that at minimum you use either SPF or DKIM, but implementing both is even better.)
We know you get better engagement when you stick to these guidelines. Of course compliance is about regulations, but it is also about making you a better communicator.
To learn more:
I’m in Miami wrapping up #EEC15, The Email Evolution Conference. The closing Keynote Panel Discussion organized by Dennis Dayman and Ryan Phelan was worth the price of admission; the panel they organized featured key postmaster/abuse personal from Comcast, Hotmail/Outlook, AOL and Gmail. Although regular fixtures at M3AAWG meetings, the folks in this room don’t normally have a chance to hear first hand how an ISP measures activity within the inbox and responds to emails as they arrive. There were furrowed brows, heads nodding and a plethora of other emotions as questions were asked, assertions made, accusations levied and laughter enjoyed by all.
One of the most important things I took away from this session and I think you may find this valuable too are the signals that most ISPs read as good vs. bad. Here’s a cheat sheet and take away that you can help you better understand how engagement, which was called ‘a philosophical principle rather than a secret sauce’, is measured by a mailbox provider or an ISP. One of the major disconnects I’ve seen between senders and receivers is the idea that engagement is a single measure. Quite the contrary, senders are not privy to the metrics that receivers are and vice versa, there may be some attribution, analysis through web behavioral data, that leads to a very different picture of engagement on the sender side. This is the fundamental conundrum that I think is best represented by the metric system vs. the english system. Both are valid (well one’s more practical than the other), both are capable of measuring the same distance but use different units. One doesn’t invalidate the other, hence the philosophical nature of the construct.
- Open an email
- Adding a sender to the address book
- Moving a message to a specific folder (filing)
- Rescuing a message from the spam folder
- Replying to a message.
- Deleting a message without opening it
- Marking a message as spam
- Reporting phishing
Thankfully there are more positive signals that inform engagement at a mailbox provider than negative ones. One thing to consider: I’ve seen a number of senders instruct their recipients not to reply to an email, that the email box will not be checked or monitored. Given that replying to emails is a positive signal that will ultimately improve a sender’s engagement, leading to better reputation and finally deliverability, it might be worthwhile to make the sending addresses accept replies and even review them for customer correspondence.
Weekly Email Marketing News Digest
One of the biggest tech news this week has to be the phenomenal rise of Netflix’s stock price to more than 40% since Wednesday. Some have called it the triumph of legacy media over new media – Netflix’s international subscribers grew by 229% last year and the company gained 2 million domestic subscribers. Just as reports of the demise of big entertainment are greatly exaggerated, so too are those that predict the end of email. In the world today, it’s no longer about marketing in winning silos, but integration and convergence.
And it’s also about listening to your customers.
Note: This email was automatically generated from a mailbox that is not monitored.
Looks familiar? We’ve probably all seen this at some point in our inbox. Most likely, it’s a transactional email that companies send with your personal information included to remind you of a flight you booked or money you withdrew. In some sense it’s a highly personal email. On the other hand, it’s become incredibly impersonal for something that contains such delicate personal information.
Having a no-reply email means a missed opportunity for marketers to connect with customers that want to reach them. It’s like telling them to talk to the hand. Do that, and you could be losing some serious upsell opportunity.
We’ve seen a great example from Bonobos on how the company is using an innovative tactic to integrate email and social. Here are 5 other things a business can do:
1. Sharing email content into social streams.
2. Email acquisition via social channels.
3. Socializing email content.
4. Using social sign-in for account registration/opt-in.
5. Social CRM.
Personalization was big news in 2012, and it continues to be big news in 2013. You know what else is key? Email and mobile integration. Julia Rieger, Director of Marketing, LiveIntent says:
“Along with the rise of ‘Smartphones’ has come a resurgence of email as the primary tool for information exchange. The first thing that most people set up on a new Smartphone is going to be their email accounts.
As the email address continues to gain in importance as the unique identifier necessary for joining and using services like Facebook, Twitter and Instagram, former detractors will come to realize that email isn’t something to fix, it’s something to leverage to create greater engagement.
Beyond its messaging applications, email addresses retain their position as unique identifiers and database primary keys and as such key ingredients for ‘big data’ and CRM.”
We agree and we’d go one step further to declare that a marketer who is going to be a runaway success is one that integrates email, mobile and social into one seamless messaging stream.
A study has found that 50% of marketers are planning to optimize email campaigns for the mobile experience. Their plans include developing a rich-text mobile version (36%), promoting mobile apps (21%), and optimizing email dimensions (18%). Other findings:
• 71.5% of marketers are inviting subscribers to fill in surveys through email. 25% of these surveys are opt-out surveys, where marketers try to glean some info on why these customers are unsubscribing.
• More than 52% of marketers have used gifs in their campaign and the report states that gifs are a good way to attract attention.
• 21% of marketers use symbols in subject lines – a study has found that it could increase open rate by more than 15%.
• When it comes to social integration, Facebook (98%) is the number one platform, followed by Twitter (91%) and YouTube (45%).
For those of you not in the know, DMARC was created by a group of companies, including our partner, Return Path, to set certain standards to reduce online security threats such as phishing. As our Chief Revenue Officer, Ralph Lentz notes:
“If you’re a bank, retailer, publisher or any kind of brand, do you want your email to be the only message in your customer’s inbox not flagged as DMARC-secure?”
While the speed of adoption by the industry may be in a grey area, adoption by the email community has been rapid. As of now, it is an email marketing best practice, but in a few months, it might not even be a choice for marketers, as all the leading gatekeepers such as Google, Microsoft and Yahoo are already on board.
Is your company’s email DMARC secure? Are you effectively integrating social, mobile and email? We’d love to hear from you in the comments section! Or you could find out more about DMARC when you download the How DMARC Is Saving Email eBook!