The Whitelist

Would you like some free one-on-one time with an email marketing consultant? Talking specifically to you about your email marketing campaigns and goals? Then come to the Online Marketing Summit for a personalized consultation on your company’s email marketing reputation and deliverability with an expert from ClickMail.

The Online Marketing Summit 2010 (OMS) takes place next week in San Diego and email marketing vendor ClickMail will be there offering an Online Marketing Lab on email deliverability and reputation. Sign up for a one-on-one session with ClickMail, then submit an email example a few days before the show. Prior to OMS, we’ll analyze your reputation, deliverability, layout and email rendering, and produce several diagnostic reports. During the lab at OMS, we’ll go over the reports with you, and make recommendations to improve the effectiveness of your email marketing campaigns.
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Next week Lyris sponsors a critical email marketing webinar featuring our own Michael Kelly. Titled “Reaching the Inbox – E-mail Reputation and Deliverability,” the one-hour webinar will take on email delivery and how your email marketing reputation affects your deliverability. The panel will cover:
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As an email marketing vendor, we’re excited to be participating at such a high caliber event. The first day is over and I just finished the Landing Page Optimization Professional Certification course put on by MarketingExperiments. If you haven’t been exposed to these two organizations (MarketingSherpa and MarketingExperiments), you’re missing out.

Optimizing landing pages are essential for any email marketer. But as a seasoned Marketer, I’m astonished at how much I learned on this topic — I can’t wait to go back to apply what I’ve learned to what ClickMail is doing as well as to our own customers’ marketing initiatives. (more…)

Another nugget from Merkle’s new email marketing whitepaper says that line of text asking recipients to add your company to their address book really does work!

As an email marketing advisor, we at ClickMail are firm believers in doing everything you can to improve your email delivery rate. As we’ve pointed out before in an earlier email marketing blog post, even a slight change in your email delivery rate can add up to significantly more email marketing ROI. That’s why we encourage our email marketing clients to do everything they can to improve their email delivery, even if that means switching their email service provider (ESP).
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Another nugget from Merkle’s new email marketing whitepaper says that line of text asking recipients to add your company to their address book really does work!

As an email marketing advisor, we at ClickMail are firm believers in doing everything you can to improve your email delivery rate. As we’ve pointed out before in an earlier email marketing blog post, even a slight change in your email delivery rate can add up to significantly more email marketing ROI. That’s why we encourage our email marketing clients to do everything they can to improve their email delivery, even if that means switching their email service provider (ESP).
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Sure you might feel a bit overwhelmed by all the authentication methods out there: SenderID, DomainKeys and DKIM. But that doesn’t mean you can afford to ignore them, especially DKIM and especially now. Every email marketer knows maximizing email delivery is critical. Authentication helps.

In November, AOL announced plans to start using DKIM in early 2009, and they were true to their word. That means they join Yahoo and Google in using DKIM to measure sender reputations…including yours.
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Last week we sat in on ExactTarget’s email deliverability webinar, ‘Getting to the Inbox: Why “Send” Is Not the End and Reputation Is King.’

The webinar pointed out that as concerned as email marketers are with maximizing their email delivery rates, they still aren’t paying enough attention to reputation.

According to the webinar, actions taken by email marketers to improve email delivery in 2008 included:
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Confused by SPF? Here’s help from the SPF project, including an FAQ and best practices.

Although you might be discouraged by yet another email marketing hoop you must jump through to get your emails delivered, these hoops will benefit email marketers (and your email marketing ROI) in the long run. That’s because they are designed to keep spam out of email inboxes, thereby reducing cynicism on the part of the consumer, and they make it easier to protect your reputation…which affects your email delivery, so you can get into the inbox in the first place.
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McColo, the world’s largest spam factory, has been shut down, and no one could possibly be happier than us here at Clickmail.  

We’re in the business of sending email people want.  Spammers cost business and industry billions of dollars, a chunk of which is spent working to deliver mail to people who want to get it.  

Spam hurts our business.  Anyone working to clear out crooks so the postman can do his rounds and make sure every piece of mail gets delivered, is a Good Guy.   (more…)

CAN SPAM. Love it or hate it, it serves a purpose. The real problem isn’t the legislation itself, it’s the fact that we need it in the first place because so many email marketers don’t live up to the standards of email marketing vendors like ClickMail and email marketing people like you.

But the unsubscribe option—required by CAN SPAM—isn’t all bad. Sure it lets people opt out of your email marketing in-house list, but guess what? If they’re opting out, you don’t want to be marketing to them anyway. They’re actually doing you a favor because they’re helping you figure out what’s working and what’s not in your permission-based email marketing initiatives.

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