Five steps to coax e-mail subscribers to add your e-mail address to their contact list.
Whenever we talk about improving e-mail deliverability, we usually cover the big issues: getting rid of spam elements, ISP whitelisting, permission, list hygiene, and so forth.
One simple tactic gets short shrift: getting into your subscribers' address books or contact lists.
Sure, you put your add-to-address-book request in the top line of your e-mail message (which isn't necessarily the best place to put it, but more on that later). But that's not enough to get on your subscribers' personal whitelists, which is what address books and contact lists really are. However, you can improve your chances of getting listed with just a few steps.
Why the Address Book Is Key
Whenever people add your e-mail sending address to their address books or contact lists, they're telling their ISPs, "I want this person's e-mail messages." Being listed in some circumstances can even get your e-mail delivered to the inbox with images rendering correctly.
ISPs want to deliver only the e-mail their customers say they want to receive, so they check those personal whitelists when deciding whether to deliver, block, or direct to the spam folder your e-mail.
Five Steps to Optimize Address-Book Listings
The Email Experience Council's new report, "Retail Email Subscription Benchmark Study," suggests retailers are moving toward greater subscriber interaction: adding e-mail confirmation, cleaning up mailing lists, and integrating more channels, such as RSS feeds, blogs, and social networks.
Adding add-to-address-book requests and instructions should be a staple feature of your opt-in process, beginning on the subscription or thank-you pages and moving all the way through the welcome phase. Here are five steps to get you listed in subscribers' address books:
Do It Because Spammers Don't
Take a minute and sift through the spam in your junk folder right now (the real spam, not just the misrouted e-mail you don't redeem with the "not spam" button). How many of these e-mails ask you to add their sending address to your contact list or address book? Not many, if any, I'll bet.
That should tell you something right there. Spammers don't usually request address-book placement. So if you want to boost your legitimacy with your readers, ramp up your placement requests, then watch your inbox placement improve.
Until next time, keep on deliverin'!
Join us for Search Engine Strategies Chicago December 8-12 at the Chicago Hilton. The only major search marketing conference and expo in the Midwest will be packed with 60-plus sessions, multiple keynotes and Orion Strategy sessions, exhibitors, networking events, and more.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
Stefan Pollard, who started his career in online marketing in 1999, was considered a selfless mentor and champion of best practices in e-mail marketing. He held the position of senior strategic consultant at Responsys where he was responsible for developing e-mail marketing and lifecycle messaging strategies to increase clients' ROI. Before that, Stefan led the e-mail consulting program for Lyris clients, frequently speaking at industry events on best practices. Prior to that, he managed the audit process and consulted with clients to improve their e-mail delivery challenges for Habeas. As an e-mail marketer, he spent several years building and executing acquisition and retention campaigns at E-Loan and Cybergold.com. He died May 14, 2010.
In Memoriam: Stefan Pollard
E-mail marketing community mourns the loss of a marketing pro dedicated to helping his peers and clients and working to improve an industry. Here are their tributes celebrating his life.
E-mail Marketing Expert Stefan Pollard Dies
An expert in deliverability is remembered as a champion of best practices and someone who selflessly gave of his time to others.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT