So, we all know that SPAM stinks. In every sense of the word. But how do we, as digital marketers, keep from falling into the dreaded can of spicy meat substance? Easy, we get permission to contact people, before we send them emails. That is why we have opt-in generators on web-pages and social-networking sites, why we ask people to sign-up for mailing lists at events, and also why every email includes an option to unsubscribe.
But how long does this permission last? Well, this is a bit trickier. If you get someones email address and start using it immediately, then it could last forever. After the initial explicit permission to contact them is given via on opt-in or other subscription request, each communique that they receive and do not unsubscribe from is implicit permission to continue to contact them. That makes sense, of course, and probably seems pretty obvious.
The waters get muddied, however, when we start talking about addresses that have been collected, but not used. How long is the shelf-life of an unused email address? Well, regardless of why the address has not been used (lost list, changing database systems, etc.), I think it is fair to say that it is not open-ended. There aren't any written-in-stone rules here, but I think if we apply some common sense, we can come up with a reasonable answer. First, let's keep in mind that permission only exists as long as the recipient knows that they gave it. So, if you got an email list three years ago, I think it is safe to throw it away as the people on it have forgotten that they signed up if you have not yet contacted them. Also, relevancy is important. If you have emails from a year or two ago that you never contacted and you never received again from any other channel, I think it is safe to say that they are not your target audience and that whatever you have to say is not relevant to them. So, what is a good rule of thumb then? I would venture to say six months, a year at the absolute most. If you have not contacted a subscriber in that amount of time, I think it is safe to say that your permission window has closed, and you need to get explicit permission again.
It seems like this ought to be common sense. But then again when have marketers committed to common sense? I wouldn't call my cousin's wife "sugar" or "hot stuff" or "fine young thing". It is simply out of line for the level of our relationship. The same holds true for email.
After all, isn’t it about delivering the right message to the right fan at the right time through the right medium? Anything else doesn't work.
I am an avid whitewater kayaker. I like to think about kayaking rules as being similar to marketing rules and these are some of the things that I have learned.
See the line, be the line - keep your eye on the goal
be human - it is ok to make mistakes so long as you learn and improve
keep it simple - the rule of k.i.s.s (keep it simple stupid)
take chances - you never know unless you try
work as a team - be ready to throw a rope
be fun - the law of attraction applies
The Teva Games are going on in aspen. Good stuff here:
Is it going to just one person? (If yes, jump to #10)
Since it's going to a group, have I thought about who is on my list?
Are they blind copied?
Did every person on the list really and truly opt in? Not like sort of, but really ask for it?
So that means that if I didn't send it to them, they'd complain about not getting it?
See #5. If they wouldn't complain, take them off!
That means, for example, that sending bulk email to a list of bloggers just cause they have blogs is not okay.
Aside: the definition of permission marketing: Anticipated, personal and relevant messages delivered to people who actually want to get them. Nowhere does it say anything about you and your needs as a sender. Probably none of my business, but I'm just letting you know how I feel. (And how your prospects feel).
Is the email from a real person? If it is, will hitting reply get a note back to that person? (if not, change it please).
Have I corresponded with this person before?
Really? They've written back? (if no, reconsider email).
If it is a cold-call email, and I'm sure it's welcome, and I'm sure it's not spam, then don't apologize. If I need to apologize, then yes, it's spam, and I'll get the brand-hurt I deserve.
Am I angry? (If so, save as draft and come back to the note in one hour).
Could I do this note better with a phone call?
Am I blind-ccing my boss? If so, what will happen if the recipient finds out?
Is there anything in this email I don't want the attorney general, the media or my boss seeing? (If so, hit delete).
Is any portion of the email in all caps? (If so, consider changing it.)
Is it in black type at a normal size?
Do I have my contact info at the bottom? (If not, consider adding it).
Have I included the line, "Please save the planet. Don't print this email"? (If so, please delete the line and consider a job as a forest ranger or flight attendant).
Could this email be shorter?
Is there anyone copied on this email who could be left off the list?
Have I attached any files that are very big? (If so, google something like 'send big files' and consider your options.)
Have I attached any files that would work better in PDF format?
Are there any :-) or other emoticons involved? (If so, reconsider).
Am I forwarding someone else's mail? (If so, will they be happy when they find out?)
Am I forwarding something about religion (mine or someone else's)? (If so, delete).
Am I forwarding something about a virus or worldwide charity effort or other potential hoax? (If so, visit snopes and check to see if it's 'actually true).
Did I hit 'reply all'? If so, am I glad I did? Does every person on the list need to see it?
Am I quoting back the original text in a helpful way? (Sending an email that says, in its entirety, "yes," is not helpful).
If this email is to someone like Seth, did I check to make sure I know the difference between its and it's? Just wondering.
If this is a press release, am I really sure that the recipient is going to be delighted to get it? Or am I taking advantage of the asymmetrical nature of email--free to send, expensive investment of time to read or delete?
Are there any little animated creatures in the footer of this email? Adorable kittens? Endangered species of any kind?
Bonus: Is there a long legal disclaimer at the bottom of my email? Why?
Bonus: Does the subject line make it easy to understand what's to come and likely it will get filed properly?
If I had to pay 42 cents to send this email, would I?
A highly qualified subscriber list is the cornerstone of a successful email marketing campaign. However, many lists get torn apart because of simple mistakes folks make in the heat of getting an email sent. By taking just a few minutes to certify the accuracy of your list, you can ensure deliverability and make an impression.
Here is some insight from the pros. Al Iverson “Email Delivery Guru” from ExactTarget says,
"What youll find new on this front in 2008 is that ISPs are clamping down more than theyve ever done before. Theyre automating their spam filtering and becoming faster on the trigger. Theyre now blocking more quickly, and declining to unblock more often. Theyre outsourcing more of their mail delivery choices to third parties... Thats why its becoming more important than ever to proactively ensure maximum deliverability through adherence to permission. If you dont, you could easily find yourself trapped in a deliverability quagmire that you cant easily resolve even though its a practice that you received no negative feedback about previously!"
The potential pitfalls can be avoided by taking the time and using best practices. Email marketing has grown into two-way communication and taking care of your subscribers by sending highly relevant information in a timely manner is crucial. Listening to what your fans have to say will pay dividends long after the email has been sent.
Design is vital to the success of your email marketing program. But what does "good" email design really entail? How do you ensure your message is seen correctly by your subscribers? And who is ultimately responsible for the look and performance of your emails? Is it marketers? Designers? The answer is yes to both.
Marketers and designers play an integral role in the success of email marketing design. Good email design is multi-faceted, and we’re here to help you navigate the ins and outs with best practice recommendations. If you’re a marketer interested in improved ROI, click-throughs, and conversions, the first two sections of this whitepaper are for you.
If you’re a designer who likes to talk in terms of pixels, CSS, and HTML, you’ll want to begin with the designer section on page 9. If you’re a true whitepaper aficionado, however, make sure to read the whole thing—after all, it’s always beneficial to understand the full picture. The figure below will help you identify the most relevant information for you: simply identify your color, then read the indicated sections.
Hershey Entertainment and Resorts increases their subscribers by 33% in 10 months through custom profile centers, a streamlined opt-in process and more. Check out the video case study from our partner ExactTarget.
Marketers and designers play an integral role in the success of email marketing design. Good email design is multi-faceted, and we’re here to help you navigate the ins and outs with best practice recommendations. If you’re a marketer interested in improved ROI, click-throughs, and conversions, the first two sections of this whitepaper are for you.
