There was a time when simply sending a lot of email messages through a system branded you as a spammer. Fortunately, the ISP’s have made a lot of progress regarding email deliverability and ‘volume’ is no longer the only criteria. Today ISPs and ethical email marketers work together to weed out spam and thereby ensure that legitimate messages from legitimate businesses get through.
Increasingly, ISPs offer feedback loops. This information is invaluable, but requires a significant investment of time and effort to analyze and respond to. This is another time when as a marketer a DIY and DIA (Do It Yourself, Do It All) attitude works against you.
It’s much wiser to let a professional email service provider handle the work for you.
Here’s what they’ll do: when a user notifies an ISP that they consider one of your messages to be spam, your email service provider will receive a notification. This is extremely valuable for two reasons. The first is that they will automatically unsubscribe people who no longer want email. Spam, by definition, is ‘unwanted.’ By removing non-interested recipients from your list, your email service provider helps you take an important ‘first step’ towards maintaining your reputation as a legitimate marketer.
Now imagine doing all this work yourself on a regularly basis. It is far better for you to focus on your professional strengths and let your email service provider shoulder the burden for this task. Not all companies tap into the feedback loops. Be sure that when you hire a professional email company, ISP feedback is on their list of services.
Filed under Home by on Sep 27th, 2010. Comment. 