The Whitelist

As an email marketing vendor, we’re fond of numbers. After all, we use numbers to track email delivery rates, open rates, response rates, click throughs, and much more. Email marketing is heavily number, metric and percentage centric. For example, increasing email delivery by 1% can lead to a huge boost in email marketing ROI.
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Email marketing is a funny thing, a mix of art and science, and part of that science is the technology behind it. Without the technology, we wouldn’t be able to measure email delivery, track open rates, or test how our email design renders. But not all technology makes sense all the time. Sometimes a new technology comes along and we as an email marketing company must ask: Is this something we should be encouraging our clients to do?
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The holidays are over and it’s back to work, fellow email marketers! Time to get refocused on email marketing ROI through better email delivery, more relevant email copywriting, and email design that renders right no matter the email client.

It’s also time for a reminder of upcoming email marketing events that will get you up to speed and in the know about email marketing tactics and techniques.
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Even permission-based email marketing can go awry if you deploy an incorrect email marketing campaign. Yes, those folks opted in to get your email promotions and email newsletter. But they won’t stay opted in if you send them an email with broken links, typos in the subject line, or irrelevant content.
As an email marketing vendor, we’ve put together a quick checklist for just before you send that email:

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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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Is your email marketing ROI everything you wish it was? If not, you might want to think about your email delivery platform. If you’re using an in-house email marketing solution or a lower-end email service provider, you could be sabotaging your own email marketing efforts.

A top-tier email service provider (ESP) might cost a little more, but, as we’ve pointed out in another email marketing blog post, the increased revenue more than makes up for the increased cost.
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A new report from JupiterResearch says it’s time to market with your transactional emails too.

Titled “The Transactional Messaging Imperative,” the report encourages email marketers to take advantage of their transactional messages to build brand, increase revenue and, surprisingly, decrease calls to support centers. As an email marketing vendor, we’re always on the lookout for ways to improve email marketing ROI, and this definitely fits with our mission!

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