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Calculating Email Marketing ROI: How it Works

Email Marketing ROIAccording to the most recent Direct Marketing Association Power of Direct Marketing report, in 2011 calculating email marketing ROI returned $40.56 for every dollar spent. This blew away other touch points including:

  • Search engine – $22.24
  • Desktop display ads – $19.72
  • Mobile display ads – $10.51
  • Catalogs – $7.30

EmailStatCenter.com revealed in its 2010 Compensation & Resources Study that “70% of email marketers say they don’t have enough staff to prove (email marketing) ROI”. In addition, ClickZ claims that “44% of email marketers measure their email program using ‘customer engagement’ as a yardstick”.

It should be no surprise that email is among the most popular marketing channels available. If you’re not using email as a marketing tool, you should. But it’s not all about blasting messages and engaging respondents. The metrics should support your campaigns or money is being lost. So how do you determine the return on investment? Let’s take a look.

Email Campaign Results

The first step is to input data from your completed campaign into a formula. There are some online calculators that will compute the results for you. When you are examining your email campaign results a few of the generally accepted data points to include are

  • Number of email records (total list count)
  • Response rate (% of responses against total blast)
  • Conversion rate (% of respondents who purchased)
  • Unique buyers (first-time purchasers)
  • Average profit per sale
  • Campaign costs
    • Creating message (in house or contracted)
    • Delivery (Constant Contact, etc.)
    • Analytics (reporting and analysis costs)

Analyze Email Campaign Results

The next step is to review the results each campaign. Each company may use different metrics to judge the success or failure of a campaign, but some of the critical data points include

  • Number of responses (total opens, click-throughs, replies)
  • Number of buyers (Web purchases via landing pages or site links)
  • Cost per response (total dollars  responses)
  • Cost per buyer (total dollars  buyers)
  • Cost per first-time purchaser (total dollars  new buyers)
  • Cost per address (total dollars  total records)
  • Total profit from campaign

Keep in mind that ROI should not be calculated until a sufficient period of time has passed to allow for purchases to take place (up to 60 days following a campaign). Multi-release campaigns require a longer window to more accurately determine cost per purchase.

As with any business cost center, email marketing should be examined to ensure that marketing dollars are being well spent. ROI from lead nurturing email campaigns requires some different computations but is just as important as determining ROI from a direct marketing email campaign. Although email is not the holy grail of marketing avenues, statistics show a significant bang for the buck. The key is to keep track of the bang from each buck.

Let us know if you have other metrics you use for measuring your email marketing ROI. For more automated marketing strategies talk with a Lead Liaison account representative today!

Key Considerations For a Successful Email Drip Campaign

Key Considerations For a Successful Email Drip CampaignWhat are the key considerations you should make when implementing a successful email drip campaign? Email drip campaigns can really boost your lead nurturing program. But it’s not as easy simply blasting a sales letter to your database of leads. Here are some ideas for creating a winning email drip campaign.

Gain permission to maintain contact

I put this as the top priority of any lead nurturing program. It is especially important for email drip campaigns because you can quickly earn a bad online reputation if prospects throw you into the spam folder. Make sure to repeatedly ask for permission to contact prospects. Providing an opt-out feature is essential; it reduces negative impact and minimizes wasted effort for the rest of the drip campaign.

Decide time frame

Lead nurturing requires time to be effective but managing your response rate should be done using a defined period, such as 30 days or 3 months. Buying cycles vary for different products and services, different industries, and among different companies. It’s important to plan the duration of each campaign, because it will be easier to determine how many contacts should be made within the time frame.

Set a schedule

Within the time frame will be scheduled releases, drip releases should be set at intervals no more frequently than 4-7 business days. Staging email drips too frequently may result in a spam designation; too rare and you risk losing your prospect to a competitor. Timing is important to lead nurturing success; therefore it’s a good idea to invest time into setting a proper schedule for your markets.

Determine content for each message

A successful campaign isn’t built on repeating previous messages, with the hope that your prospect will eventually open the email after feeling a sense of familiarity with the sender or subject line. Each contact should be part of a progression that builds interest. The level of engagement through content should increase each time a response to a “drip” is made.

Decide who should write

A winning email drip campaign is not about trotting out hackneyed marketing phrases. The keys to an effective lead nurturing process are fresh messaging, response generation, and timely contacts. Your content provider impacts messaging and response, and not all marketers or salespeople write good copy. If there are no good options internally, consider hiring a professional copywriter.  Email, like most channels, is overstuffed with messages that are often tuned out, so – when choosing a content provider – make sure she understands your market’s buying behavior and knows how to build a relationship.

Build a landing page

For each lead nurturing attempt there should be links embedded that direct interested parties to a landing page. Lead nurturing builds towards deeper engagement, so if a prospect clicks a link within an email, there is a prime opportunity to increase engagement. Prospects should land on a page that requires them to fill out a form for more information. And the landing page should contain new details that support the information in the email message in order to move your prospect deeper into the sales funnel.

Review responses rates to each message

During the drip campaign, monitor the results of each release.  Using Lead Liaison’s Send and Track tool, for example, you can easily see who opened the message, when it was opened, and what, if any, actions were taken.  It’s important to review the effectiveness of your lead nurturing both during and following the email campaign.

10 Winning Email Drip Campaigns – Part 1

Winning Email Drip Campaigns – Part 1Lead nurturing can be accomplished through several channels: phone, direct mail, social media, and email. According to the Pew Internet and American Life Project, nearly 60% of Internet users check email daily, so a winning email drip campaign is a logical choice for lead nurturing.

Studies show it takes an average of 3 to 30 impressions to become successful at creating interest through an email marketing campaign. So how can you be effective at lead nurturing through a drip campaign without filling your prospects’ mailboxes with useless marketing fluff? The short answer: provide value. Although the purpose of a drip campaign is to create top-of-mind awareness (TOMA) for your offering, each message should be valuable to your audience while earning trust in your company.

In this two-part series, we’ll discuss 10 ways to provide useful information that makes an email drip campaign effective and engaging. The ideas in this series are not presented according to any specific metric, but each should be used within a comprehensive engagement strategy in order to be effective at nurturing leads.

  1. Newsletter – Invite prospects to subscribe to your newsletter. Avoid simply asking for a subscription; provide a sample of the content to whet a prospect’s appetite for more information. By giving readers a sample of stories it will allow them to determine if a subscription would be beneficial. One effective technique is to provide the actual headline and a portion of the article with a Read More link to a signup form.
  2. Best Practices – Business professionals are constantly seeking ways to improve. By providing information that assists your prospects in their business activities, your company gains trust and value. For B2B consulting or B2B service vendors,  providing free information can be effective in persuading prospects to purchase premium offerings, such as research studies or software development contracts.
  3. White Papers – Thought leadership is a highly coveted position among B2B marketers. Producing white papers filled with relevant statistics and hard-to-find data has been shown to be a productive means of lead nurturing. Introduce prospects to your white paper through email messages. Use a lead-in within your message to generate interest. You can create several drip messages by highlighting different findings within the paper.
  4. Info-graphics – Create a visually appealing email filled with statistics and other data for quick consumption. USA Today is a major media outlet, due in part to its focus on easily digestible graphs, charts, and lists. This strategy works for B2B email campaigns because readers are often sifting through multiple emails at a time. An info-graphic gives prospects a quick dose of relevant information and provides a valuable reason to reach out to your prospects.
  5. Webinar – Sending an invitation to a free webinar you are hosting or participating in can provide value to your leads. One effective technique is to introduce event topics and presenters in the email message. It helps to provide an easy registration process and a follow up message with simple connection steps to make attendance easy for your prospects.

It’s important to schedule email blasts with a frequency that isn’t too pushy but allows you to achieve TOMA as soon as possible. In Winning Email Drip Campaigns – Part 2 we’ll discuss five more ways to nurture leads by providing value to your prospects through effective email messages.

For more ideas on drip campaigns and other lead nurturing strategies that boost your marketing effectiveness, contact us today!

Email Marketing vs Social Media

Email Marketing vs Social MediaThe social media craze among consumers has many B2B marketers thinking about their social media strategy. Often times, email marketing is compared to social media as part of the analysis. Should B2B marketers do one or the other? This raises the question of email marketing vs social media, which one is better and which one should you use? The answer may surprise you.

In the past few years, the focus on email marketing has been dwarfed relative to the focus on social media. It’s taken B2B marketer’s mind share aware from the email marketing. Nielsen recently published e-mail’s share of time declined 28%, putting it in third place, while social networking, the leader, climbed 43%. With so much attention on social media, email marketing strategies have suffered. Its important B2B marketers do not forget to make investments in email marketing though.

42% said they prefer to receive ads for sales via e-mail compared to just 3% who said the same for social-networking sites and 1% who preferred Twitter.

You can bet those numbers are even higher in B2B sales. When’s the last time you were attracted to a B2B solution by browsing Twitter? My guess is you probably haven’t. Moreover, unless you’re in marketing you probably don’t spend much time at all on Twitter or Facebook while at work. But you probably spend time managing your email. Awareness of solutions commonly start from email marketing campaigns.

Email marketing has significant benefit over social media for B2B companies; especially when email marketing is used on conjunction with marketing automation software. Marketing automation software includes email marketing capabilities and enables B2B marketers to execute intelligent campaigns that are highly relevant to buyer’s interests. Email marketing does have some clear advantages vs social media.

Advantages of email marketing over social media:

For example, email marketing allows:

1) more personally relevant emails to be delivered by:
– demographics like age, gender, geography, company size
– visitors interaction with marketing assets
– time since previous interaction
– position in lifecycle – new customers/prospects are sent different messages from old customers/prospects
– follow up on a website interaction like a search or specific page visit

2) greater overall response as responses occur over 12-48 hours rather than 1-2 hours more typical of Twitter and Facebook

3) offers and content can be inserted dynamically into emails

4) responses measured at the individual level of a campaign or offer

5) better follow-up on customer interest via lead nurturing

Advantages of social media over email marketing:

Social media marketing has its own set of benefits relative to email marketing. In particular, raising awareness and collecting customer feedback, something email marketing cannot do (unless you’re using surveys). Here are the top five benefits B2B companies will get from social media marketing.

• Increasing brand awareness
• Educating potential consumers
• Creating visibility
• Building thought leadership
• Gathering positive online reviews

Each marketing strategy has its own benefits, so which one is better? The answer, neither. We do not recommend B2B companies use one strategy over another. We suggest using both together. Email marketing should be integrated with a social media strategy to increase engagement with customers.

Use both email marketing and social media:

In this case, the whole is definitely greater than the sum of the parts. Social media and email marketing should be viewed as complementary strategies to deepen prospect and customer relationships (vs. maximizing outreach). Take the first step in integrating both marketing channels together by adding social media icons to the bottom of your email marketing messages. Next, procure a marketing automation software package, which integrates closed-loop email marketing, to deliver capabilities mentioned in #1 above and elevate your email marketing capabilities to the next phase.

Marketing automation offers automatic lead qualification (lead scoring), lead distribution, lead generation, lead tracking, landing page optimization, and more to automate manual marketing processes, generate more qualified leads, shorten sales cycles, and further deepen your B2B relationships. It also augments traditional email marketing by closing the loop. Most email marketing systems create a “black hole of activity” after an email is opened and initial click-through. Closed-loop email marketing ties past, current, and future web visits together with email opens to build a more accurate profile of a sales lead and presents hot leads to sales in real-time.

To learn how Lead Liaison’s revenue generation software can help you with your marketing automation, email marketing, and social media marketing needs contact us.

We welcome your feedback, comments and suggestions. How do you judge email marketing vs social media for B2B marketing?

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New Marketing Technology

New Marketing TechnologyEarlier this week we published a blog post entitled “marketing automation challenges – avoiding status quo”. Our second post in the marketing automation challenges series covers new marketing technology. The primary challenge marketer’s face in adopting new marketing technology is lack of awareness. Marketers need to know that new marketing technology exists that represents today’s minimum marketing requirements.

Let’s begin by comparing old marketing technology with new marketing technology. The marketer using old marketing technology feels their “batch and blast” email program works just fine. They use the email program to send the same email bi-weekly, monthly, quarterly or bi-annually to their entire database. They track opens and clicks to measure campaign effectiveness. Sadly, they feel this is adequate.

Conversely, the modern marketer uses new marketing technology to communicate with prospects and customers. The modern marketer uses marketing segmentation and sends tailored email communications to related groups within their database on behalf of sales (appearing to come from the sales person). They schedule a series of relevant email communications and track how recipients respond and interact over time. They setup optimized landing pages and use lead tracking technology for lead capture. Finally, their new marketing technology automatically qualifies leads for sales and alerts sales when a hot lead is ready to buy.

Additionally, the modern marketer integrates newsletters, testimonials, content libraries, events and more into their company’s website and uses landing pages and other opt-in strategies to grow a segmented database.

Are you a marketer using old or new marketing technology? Below is a table that further compares old marketing technology to new marketing technology. Lead Liaison provides new marketing technology that transforms Flinstone marketers into Jetson marketers. Please ping us if you’re still in the Flinstone era!

Comparing Old to New Marketing Technology:

Old Marketing TechnologyNew Marketing Technology
“Batch and blast” email marketing toolIntelligent, closed-loop email marketing
Communication to a single database of contactsAbility to quickly and easily segment database by various parameters such as demographics, company information and interests
Leave contacts that have hard bounces in their databaseMarks the contact as “graveyard” status and/or adds “email opt-out” automatically to the record
Automatically opt-in contacts to their batch and blast emailUses landing pages, web forms, email campaigns and email client plug-ins to opt-in contacts
Manually pull reports to count opens and link click throughReal-time updates of whose interested and when. Tracks current and future page views to build a prospect profile and prepare sales
Subjectively qualifies leadsUses automated lead scoring technology to find only the hottest leads ready to speak with sales
Uses google analytics to measure website trafficUses real-time lead tracking technology to identify businesses and people visiting your site
Relies on web forms to capture informationUses real-time lead tracking technology to capture web form submissions as well as general website visits
Has no way of auto-responding to leadsUses intelligent automated campaigns to send relevant, personalized and automatic email communications based on a prospects interaction with your website and marketing content
Consults a web master or IT group to build a landing page or web formMarketers do it themselves using PowerPoint-like tools to visually build web forms and landing pages in minutes

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Email Automation

Email AutomationMany businesses rely on email as a means to communicate with their prospects and customers. Unfortunately, plain vanilla email has become prehistoric. Intelligent email automation is necessary to hold meaningful, relevant and interesting conversations with prospects and customers.

Not using intelligent email automation has the following drawbacks:

• It takes more time as individual emails need to be crafted and sent

• Communications are usually one to one and not one to many

• It’s ineffective since the same messages are broadcast out to a large group

• There’s no interaction and opportunity to converse with your prospects/customers

Don’t make the mistake of thinking email marketing is email automation, it’s not. Email marketing is great for things like newsletters; however, email marketing doesn’t understand how recipients engage or interact with email messages. Also, email marketing requires marketers to manually dig through reports to analyze email opens. Additionally, email marketing has misled marketers to believe ROI is measured on email opens.

Email automation technology solves these problems. It helps marketers measure the true ROI of email campaigns by presenting who’s genuinely interested in real-time. Email automation is commonly called lead nurturing or closed loop email marketing. When marketers automate email they’re able to nurture leads. Here’s an example of an email automation process:

• Marketer sends a single email message to many recipients

• Message is personalized by using the recipient’s name, company and other credentials

• Recipient opens the email message and clicks a link of interest in the email

• Lead tracking technology shows which link was clicked and tracks the recipient’s entire online behavior (pages viewed, web forms submitted, content downloaded, etc.)

• Email automation kicks in and triggers a series of related, future communications based off the recipients interests thereby nurturing the lead

By using email automation businesses can increase marketing efficiency and build stronger relationships with prospects and customers. Using intelligent automation results in closer engagement between a buyer and a seller as two-way conversations occur vs. one-way “email blasts”.

To learn how Lead Liaison’s email automation can help nurture your leads contact us using the form on this page at the top right.

How has email automation helped you nurture leads?

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Mitigate Email Unsubscribe

Mitigate Email UnsubscribeIn our post last week we talked about why people unsubscribe from emails. Essentially, unsubscribes can be boiled down to three factors. Abusing the recipients information, sending emails too frequently and sending content that’s not relevant or interesting. Fortunately, there’s a solution to mitigate email unsubscribe problems.

Solving Email Unsubscribe Issues

There are two solutions to the aforementioned problems. First, don’t share your customer’s data with anyone. Sharing recipients credentials is disrespectful of their privacy. We realize this is an obvious one and should go without saying; however, it’s important to always be cognizant of this. Make sure to have a privacy policy and abide by it. Second, adopt a revenue generation software platform which includes marketing automation and lead nurturing technology. These technologies automate marketing processes such as email marketing and build relationships with customers and prospects through relevant and timely communications.

The Car Dealership Example

If you recall from our post last week I talked about my experiences with the GMC dealership. Let’s focus on that experience and how the dealership could have kept me on their email list. If the dealership added my activities (online quote, test drive, need to sell two cars, etc.) to their database they could use these events as triggers which spawn relevant actions. For example, they knew I wanted an Acadia Denali from my online quote request. Perhaps they could have added me to a lead nurturing campaign that educated me about the features and benefits of the Acadia Denali model. Also, when I told them I needed to sell my two cars before buying they could have added me to a lead nurturing campaign that combined emails and phone calls to address my need. For example, they could have sent me emails • advising where I could sell the cars and • notifying me when their buyer is in the office so he could give me an estimate and • sending me to Kelley Blue Book to lookup the value of my vehicles and • providing tips on how to sell a car. Furthermore, when I test drove the vehicle they could have added me to a lead nurturing campaign that sent me a follow up email thanking me for the test drive. The campaign could have also scheduled a call for their sales person to ask for my feedback after the test drive. In summary, the dealership missed out on several opportunities to engage me with interesting and timely content. The point of lead nurturing in this example is to send relevant communications based on what I (the buyer) care about and to send those communications when I express particular behavior indicative of buying. They’ve lost my interest since I continue to get communications from them even after I stopped interacting. It seems they’ve forgotten my needs. My suggestion to all B2B or B2C sales and marketing people is to get your organization to adopt marketing automation and lead nurturing technology. Start listening to your buyers. Automation technology will engage and nurture leads to build stronger relationships. When you’re up and running you’ll wind up with more qualified leads that are ready to buy. What’s your feedback on how to mitigate email unsubscribes? To be alerted of future posts, please click on the RSS button.

Why People Unsubscribe from Emails

Unsubscribe from EmailsA recent report from MarketingSherpa shed some light on why people unsubscribe from emails. In this article we’ll discuss the top three reasons and incorporate personal experiences as examples. In a follow up article we’ll suggest a solution to eliminate these problems.

Top 3 Reasons Why People Unsubscribe

First, 53% of respondents unsubscribed from emails when content did not interest them. This reminds me of a personal situation I recently experienced. An email landed in my inbox inviting me to learn more about security firewalls. I’ve never expressed interest in these types of solutions nor have I ever researched them. I hit the unsubscribe button.

Second, staying on an email list results in more unsolicited spam. I’ll share another personal example. Although I can’t recall how, I must have signed up for a sales and marketing newsletter at some point. Time passed, I forgot who I signed up with. I’m convinced my information got passed out to a 3rd party who is now licensing it to others. Now, I get about 3-5 emails per week from list vendors trying to sell me contacts. It’s frustrating too; they don’t have a link for me to unsubscribe. I hit the spam button.

Third, people unsubscribe when they receive emails too often. Sure enough, I’ve got an example to use for this reason as well. The example also relates to the first point, sending irrelevant content. My wife and I were considering the purchase of a new car, an Acadia Denali to be exact. About one month back we decided to request a quote through a GMC dealership online. We got an email quote from the online manager moments later. A few days later the online manager called me up. I took about 15 minutes to explain our situation. We let him know we had a few cars we need to trade in first before we’re able to buy. The online manager committed to look into buying our cars. Everything was going great, at least it seemed that way.

5 days later we decided to go into the dealership to test drive the car for the first time. We were upfront with them and told them about our experience online and that we made contact with the online manager. Here’s the kicker. For the next three weeks following our in-person visit I received emails saying things like “what do we have to do to earn your business?” and another email offering me an opportunity to buy a bunch of other cars before they go to auction. My reply to that is “I already told you, I need to sell my cars and no, I’m only interested in the Acadia Denali”. It seems the dealership didn’t listen to my interests and failed to respond in relevant ways based on my interaction. Their communication was irrelevant and too frequent during this follow up period. I’ve since unsubscribed.

Why do you think people unsubscribe from emails?

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Why People Unsubscribe from Emails

Source: MarketingSherpa

Purchased Lists

Purchased ListsA while back we encountered a prospect interested in Lead Liaison’s revenue generation software. They told us they send about 10,000 emails per month and they were always buying “purchased lists” (list for sale from list brokers) – it sounded like one of their core strategies. We thought this was a great opportunity to blog on the subject of purchased lists. Are they a good source for outbound marketing? Should you feed your email marketing machine with purchased lists?

Unfortunately, the ROI on purchased lists is very low. There’s a better outbound marketing strategy which calls for using a “house list”. A “house list” is a company’s most valuable asset. It’s their existing contact database! We came across an article from Kevin Bush, Principal & CEO of Rainier Sky Marketing & Public Relations that further expounds on this subject. Here’s what Kevin had to say:

The ROI of Purchased Lists

The average response rate with a purchased prospect list is just 1.38 percent according to the Direct Marketing Association (DMA), and a quality list can cost you $400 to $700 per thousand (CPM) with a minimum purchase of 5,000 addresses.

Sound targeting and segmentation can significantly improve results, but organizations may have to test several list before finding a source that performs well. Having the communications piece professionally designed and written can also improve results, but it too adds to the cost. So, you can imagine the kind of long-term return on investment that direct marketing requires.

A better approach for smaller organizations is to simply do their own direct marketing. It might not be as efficient, but it can still be effective. With a basic data base or, preferably, contact management software a small organization can build its own list with resources they may just find online or at their local library. Coupled with a valuable call to action and personalized follow-up, the DMA reports the response rate on such “house” lists improves more than double up to an average 3.42 percent. – Kevin Bush, Rainier Sky Marketing & Public Relations

Getting the Most out of your House List

For most B2B companies building a house list from resources at their local library is not practical. Although, most businesses put themselves in a position to aggressively build their house list. Trade shows and website inquiries are two solid sources. Once you’ve got a house list in hand turn to revenue generation software to maximize return on this valuable asset.

Revenue generation software includes features such as closed loop email marketing, lead nurturing, list segmentation and lead scoring to help marketers get the most out of their “house lists”. It also includes lead capture techniques to optimize landing pages and trade show lead generation. If you’re interested in a free consultation to understand how we can help you recycle, renew and replenish your existing marketing database without wasting money on purchased lists contact us.

What’s your feedback on purchased lists? We would love to hear it.

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Email Deliverability Best Practices

Email Deliverability Best PracticesCollecting independent tips and suggestions on email deliverability best practices can be overwhelming, not to mention trying to understand what each suggestion/tip means. Don’t worry, Lead Liaison consolidated necessary tips and suggestions for you into a short checklist.

Enclosed are two separate checklists. The first checklist contains items your marketing team can do independent from your Email Service Provider (ESP). The second checklist contains items your ESP, in this case Lead Liaison, can do for you. Some ESPs do not offer such extensive services. Lead Liaison takes email deliverability seriously. As part of every Lead Liaison subscription license to our Revenue Generation Software a Customer Success Representative works with each customer to ensure they’re following email deliverability best practices.

Following this checklist will ensure your email messages successfully reach your recipients and will increase the likelihood of your messages being accepted, not marked as spam/junk, by your recipients.

Email Deliverability Best Practices Checklists

Things for you to do:

□ Send your initial lists to clean lists (people you know well who won’t hit the spam button)

□ Use lead nurturing to send relevant content based on roles, actions and interests

□ Only send to old database contacts once you develop a good reputation

□ Consider using a different but related domain for sending emails

□ Setup SenderID and SPF

□ Setup postmaster@ and abuse@ email addresses

□ Avoid buying, renting or borrowing lists from 3rd parties

□ Check the integrity of your contact lists before and after an upload

□ Create great marketing content

□ Segment your marketing content into smaller chunks vs. sending “clusters”

□ Get people’s permission before adding them to an email marketing track

□ Embed a “Safely Unsubscribe” and “Privacy Policy” link at the bottom of your messages

□ Do not be too aggressive with your email communications especially at first (think dating)

□ Use auto-responders that cross promote

□ Use an active email address as your reply-to email address

□ Make the unsubscribe process easier than the subscribe process

□ Use your colors and logo in your content so your recipients recognize you

□ Don’t include too many images (<=4) in your messages

□ Keep your messages small (< 37K Bytes)

□ Follow CAN-SPAM Act requirements

Things to do with Lead Liaison’s support:

□ Setup DKIM/DomainKeys

□ Send from a dedicated IP address, not a shared IP address

□ Start by warming up your IP address and sending a small amount (<1,000) of messages

□ Process hard and soft bounce emails and test

□ Check blacklist records occasionally to make sure your dedicated IP address is not on any lists

□ Make sure you tag your contacts with a lead source

□ Segment current and future contacts by building Lead Liaison Target Lists

□ Build several landing pages and web forms to increase lead capture and build subscribers

□ Keep web form fields simple

□ Send a text representation with your html email

□ Monitor feedback loops and resolve spam complaints

□ Avoid using spam-like words (“free”) in your messages

We welcome your feedback, comments and suggestions. How are you meeting email deliverability best practices? What would you add to this list?

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