Email Marketing: The Permission Question and the Deliverability Answer
Email Marketing: The Permission Question and the Deliverability Answer |
| Email Marketing: The Permission Question and the Deliverability Answer Posted: 29 Jul 2016 06:00 AM PDT Permission is something that is discussed every day with our deliverability customers. They are always asking questions around what is and what isn’t acceptable. Senders want to understand who they can email, and how can they grow that list each and every day. The list of places where marketers are asking for permission also seems to grow every day as well. Let’s review the standards of permission that we believe are necessary to be successful. We require an explicit opt-in to communicate with customers. This might be an eye-opener for some senders who have relied on implicit opt-in as the permission method of choice. Why the change? This change came from the evolution of ISP’s and how they look at engagement. They have upped the standards to a point where sending to implicit opt-ins at any volume levels will most likely result in the bulking or blocking of those messages. There are also the questions of specific country regulations that are trending on the explicit permission side (some countries have laws that regulate this sort of thing). If you haven’t yet spoken with your legal team, it’s past time to evaluate potential risk by sending to folks who didn’t explicitly opt-in. What are explicit opt-ins? You give the customer an opportunity to enter an email address specifically to receive email. They are given an opportunity to check a box, tick a bubble, or otherwise move a permission lever in order to receive messaging. This does not include pre-check boxes, which we don’t recommend in any circumstance. One of the newest permission questions to arrive on the scene concerns apps. We’re all downloading some type of app these days, whether we’re searching for Pokemon, or checking our email. As part of the sign-up process there are multiple methods for collecting email addresses. Some methods don’t require the email or give an unchecked box that the user can choose to fill out. Some just require the email address and sail through the sign-up with no options for marketing materials. We obviously feel strongly that the former method is the way to go. The backlash from people who wanted to play a game, but are now bombarded by marketing messages is not pleasant. We see high spam complaints, and low engagement coming from these recipients. These are both pretty bad news for deliverability. The apps/permission question is very much like the debate around the abandoned cart email. We don’t believe that someone who visits a site for the first time, and puts something in a shopping cart without finishing the process has “signed-up” for email. It can be a controversial subject, but we know that senders who follow this practice generally see reduced deliverability performance. What’s the way around these issues? We would recommend the following method if you are required to email people gathered through one of these implicit methods. Send a series of 2-4 permission pass messages. Ask the person if they want to receive email from you. If they don’t respond, respect that permission. You’ll send less email, but the reality is that the messages you do send will probably be seen by your customers. Don’t trick your customers, or feel like you've gained a customer by slipping that permission choice past them. The harm done by someone who is upset that they are being “spammed” is far greater than the few people that you might convert with liberal permission marketing policies. Although we have covered the standards of permission necessary to be successful, you will definitely find that the Email Deliverability Modern Marketing Guide will get you on the right track for successful email deliverability. Download it today!
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| Hit Gold with Paid Advertising, Understand the Landscape, Solve Problems, and Create Staying Power Posted: 28 Jul 2016 12:58 PM PDT It’s already the last Thursday of the month, can you believe it? In the past four weeks we have heard from Katrina Munsell, Group Manager, Content Marketing at Microsoft; Lauren Goldstein, VP of Strategy & Partnerships at Babcock Jenkins; Jesse Noyes, Senior Marketing Leader at Kahuna; and Michael Brenner, CEO of Marketing Insider Group. If you haven’t listened in, you still have a chance to catch up on this month’s Content Pros guests. Hitting Subscriber Gold with Paid AdvertisingMichael Brenner is a strong proponent of using paid advertising to drive your content to broader audiences that may not otherwise go to your site. He is experienced in making a strong case to CMOs that paid is the best use of marketing dollars to elevate your content game. Using his tips on how to frame the conversation, where to pull money to support the effort, and which platforms to approach first, even the most timid of marketers can change the mind of a stubborn CMO. On this podcast, Michael shares the following with us:
It’s easy to get caught up in focusing your time on learning the newest trends and apps. However, there is a familiar old friend out there sitting idle that, when harnessed correctly, can convert leads for you at a rate higher than just about any of those other social platforms. Email, the stalwart of internet communication, is that best friend of content that you didn’t know you had. Katrina Munsell’s approach to crafting the perfect email has led to conversion rates of up to 50% and open metrics that are 11 times over rates from last year. A few highlights from my conversation with Katrina:
There is such a drive to produce content these days that it’s easy to get lost in the weeds and focus only on the content at hand with hardly a glance toward what’s next. However, in order to really move a business forward, its content needs to serve a purpose and solve a problem. With over 15 years of experience, Lauren Goldstein has the skills and knowledge to help B2B marketers recalibrate their content to be more effective and engaging. She has helped businesses change the conversation and define the art of what is possible for their business buyer. Learn from Lauren about:
There is a new wave of multi-talented marketers entering the workplace and their arrival is fundamentally changing how marketing departments work from the bottom to the top. This rippling effect is requiring everybody to rethink their approach to marketing and organizational collaboration. Jesse Noyes has experienced the evolving CMO first-hand, created departments that draw on the multi-disciplinary strengths of his employees, and mapped the origin of content throughout organizations. Join Jesse to gain insight on:
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