The Whitelist

You’re testing, testing, testing, right? And measuring? Just making sure you’re heeding our email marketing best practice advice!

When you’re measuring, and you’re seeing an improvement in email delivery but a decline in open rates, you might have something other than email deliverability problems. You might have an infliction that can strike any email marketer, no matter how well they adhere to email marketing best practices: You might be boring.
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Make Content Part of Your Email Deliverability Best Practices

Among your email deliverability best practices, be sure to include content. I don’t mean the “buy now” content. I mean content with a little meat to it…

Your emails are intended to generate money for your company, right? That’s the end goal of your department: generating email marketing ROI. But you can’t only and always sell. You’ll wear out your welcome in the email inbox sooner rather than later if that’s the approach you take. And that will hurt your email deliverability rate.

I get frequent emails from a local restaurant chain. And frankly, I’m tired of them. I have seen enough two-for-one deals and free-cup-of-chowder deals to last me a lifetime. When I first signed up for the emails a couple of years ago, I was excited to get the special offers, and I’d dutifully print them out, arrange a meal out with a friend, and use those coupons. But they got old. Fast.
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As further follow up to ExactTarget’s email deliverability webinar last week, ‘Getting to the Inbox: Why “Send” Is Not the End and Reputation Is King,’ let’s talk opt in.

As the webinar pointed out and we covered in our last email marketing blog post, email delivery is a huge concern among email marketers, and reputation is the key to deliverability.
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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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