Walk a Mile in Their Shoes

Jeremy Saibil of Campaigner wrote an interesting piece on deliverablility for DMNews this week.

Saibil refers to the JupiterResearch E-mail Marketing Buyer’s Guide, 2008, which says 70% of respondents cited e-mail deliverability services as their top consideration when selecting an e-mail services provider. Obviously, this is a top priority for marketers. In Saibil’s mind, the problem arises when all the responsibility is placed on the email tool, when in fact, marketers themselves have a lot of influence over whether or not their emails make it to the inbox.

The article offers helpful tips on testing campaigns for optimum deliverability, including:

  • Have your IT folks set up a pristine, never-before-used e-mail box. Take this new address and subscribe to all of your own marketing programs
  • Audit your co-branded and affiliate marketing campaigns for relevance
  • Evaluate the content with the images blocked and see if the campaign still makes sense
  • Try replying, clicking and ultimately unsubscribing to see how user-friendly your campaigns are

By taking these steps, you will begin to see your campaigns through the eyes of the customer and ensure that your emails aren’t something that is going to be viewed as spam.

Saibil’s ultimate test:

The litmus test that you’re on the right track is when you’re brave enough to add your mother to your e-mail list and you’re confident that she won’t hit the “Report as spam” button.

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