Got DMARC? And what not to do in email optimization.

Angela Cheong
Feb. 1, 2013 by Angela Cheong

Weekly Email Marketing News Digest

In social media world, G+ now has the second most number of active users (343 million) after Facebook (693 million) demonstrating the power of product integration in driving adoption. Third place goes to YouTube at 300 million active users. Which brings us to the week old question. What about email marketing? What’s new in the email space?

Courting Trouble: Big Retailers Don’t Use DMARC

It’s been a year since the DMARC scheme was implemented and only three out of the top 100 American retailers are using it: Amazon, Apple and Netflix. The adoption rate is a problem as incidences of phishers capturing financial data using phony receipts is rising.

While some companies may have adopted some form of email authentication, they might not have applied it to all their outbound messages. A marketing message inviting people to a sale could be authenticated, but transactional and customer service emails may not.

The Anatomy of an Awful Marketing Email

How many of us have been guilty of sending out an awful marketing email? Show of hands? No one’s perfect and I’m sure plenty of marketers have made such mistakes in the early days of email marketing. HubSpot has put together a truly awful email that breaks all the rules of email design optimization.

email-marketing-bad-ex

  • Write a Generic Subject Line
  • Don’t Let Recipients Send a Reply Email
  • Use Unsophisticated Design
  • Don’t Check for Broken Dynamic Content
  • Write Disingenuously
  • Include Your Least Remarkable Content
  • Use Generic Images
  • Use Images That Don’t Display Correctly
  • Don’t Include a Call-to-Action
  • Don’t Permit Recipients to Unsubscribe

Though Multi-Channel Users, Consumers Still Prefer Email Marketing

We’ve said it again and again – marketing today is all about providing customers with a multi-channel experience. It’s about allowing the customer to interact with brands on their terms and their choice of channels. A study has shown that email is preferred by consumers (33%) over the website (24%) and Facebook (22%), when it comes to a choice of investing marketing dollars.

6 Email Marketing Myths

Any experienced marketer would know all the faux pas when it comes to email marketing… or do they? Here are 6 email marketing no-nos… that may just be untrue.

  • Myth 1: If you send a lot of emails, you’ll annoy your customers.
  • Myth 2: You shouldn’t send the same email twice.
  • Myth 3: Emails should be short and sweet.
  • Myth 4: You should always create fresh copy.
  • Myth 5: You need descriptive subject lines.
  • Myth 6: Companies should send email newsletters.

Email best practice: Evans Cycles shows value of collecting customer data in-store

Econsultancy’s David Moth highlights how Evans Cycles effectively uses email to engage the customer, after collecting that info at point of purchase, without being annoying.

  • Step 1: Prize draw for reviewing the sales process
  • Step 2: Prize draw for reviewing product purchased
  • Step 3: Welcome to the club email
  • Step 4: Offering a free service based on product purchase

Do you agree with these Dos and Don’ts for email optimization? Have you implemented DMARC? Tell us what you think! Or download the How DMARC Is Saving Email eBook for more DMARC insights!

How DMARC Is Saving Email

1 Comment

  • Reports are that Outlook.com will begin flagging messages in the inbox as either DMARC compliant/safe or non-DMARC compliant/suspect in the near future. If the other webmail providers begin following suit, this could spark consumer awareness pretty quickly.

    Reply

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