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Marketers urged to focus on email best practice
Marketing News |
12/03/2010
Marketers should follow a number of best practice tips when using email to engage with customers, it has been claimed.
According to Marketing Sherpa, maintaining a good email reputation is "a never-ending challenge" and it is easy for firms to lose ground to their rivals if fail.
The website urges marketers to focus on the elements of reputation they can control, even as external forces such as subscriber lists continually change.
Marketing Sherpa urged firms to conduct email test runs, quarantine risky messages, keep the same IP address and process unsubscribe requests quickly.
In addition, it advised that they remove feedback loop complaints, keep a close eye on email volumes and process CAN-SPAM opt-ins as soon as possible.
"A good sender reputation is one of the best assets an email marketer has to ensure messages are delivered," the website added.
"But because each internet service provider gauges reputation differently, and the factors that influence assessment can change, you must be vigilant to protect that asset."
Last week, Strategy Analytics Digital Media reported that the global online marketing industry grew by 8.5 per cent during the final quarter of 2009.
Posted by Jon Aspinell
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