Halloween is behind us, Thanksgiving is coming up fast, and the early signs of Christmas cheer can already be seen in many places. If your business is not already in full-throttle promotion mode, it will be soon and the next six weeks will be a hectic and stressful blur of marketing activity. Getting your e-mails delivered to the inbox during the holiday season is often overlooked until it's too late. Here are the three most common reputation issues that marketers encounter during this time and some simple checks you should do now to be sure your holiday e-mail marketing plans go off without a hitch.
Volumes: Most marketers increase their frequency and volume during the holiday season but then find their mail queue backed up, so that a 24-hour sales notice gets sent by the time the sale is over! To avoid these embarrassing snafus:
Complaints: After volume, subscriber spam complaints may be the biggest headache for marketers. Consider these items to keep your complaints low and your mail flowing:
Spam traps: Spam traps indicate poor list health. Internet service providers (ISPs) use them to filter out spam. My company's studies have shown that just one spam trap hit can negatively affect your deliverability. As most senders reach out to older addresses during the holiday season, spam trap activity increases dramatically. Resist the temptation to mail to these addresses. The potential revenue you might make from them is always outweighed by having all of your e-mail blocked and sent to the spam folder where no one will read it. If the executives in your company insist on mailing to these older addresses, consider these strategies:
These are just few things I would check. Do you have any deliverability checklists you use to keep your inbox placement rates high during the holiday season?
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Tom Sather is an e-mail deliverability consultant for Return Path where he works with top-brand clients like eBay, MySpace, IBM, and Twitter. Tom's previous experience includes stints with e-mail service provider Experian and work on the abuse desks for AOL, Bellsouth, AT&T, and GTE. Tom uses his knowledge of ISPs, spam filters, and deliverability rules to advise marketers on how to get their e-mail delivered to the inbox and generate the highest possible response. Tom's clients have seen an average increase of 20 percent in deliverability rates.
December 12, 2013
1:00pm ET / 10:00am PT