When’s the Web slower than offline?
When mass emailers (many are top super affiliates) send messages -- or so it appears. Email is slower than snail mail delivery at some larger email houses that send millions of messages every day. Messages trickle through, one at a time. This holiday season, the question isn’t just whether your message gets there. How fast is of equal concern.
Besides making postal workers happy, impact on e-commerce during one of the busiest times of the year is tremendous. When it’s most important to reach customers, mass emailers often cannot get your message through -- literally.
Is your email delivered quickly? These anecdotes were shared anonymously by contacts in the email industry:
Increased email blocking by AOL, MSN, Yahoo, and Hotmail, combined with sheer email volume, directly affects emailers (even legit ones). Isolated incidents? People I talk to say it’s endemic.
In the midst of an unprecedented flood of holiday email, the Internet is a clogged drain. Maybe it’s spam filters; maybe ISPs shut off outside email periodically; maybe mass abandonment of phony Hotmail and Yahoo addresses adds up. Many use Sendmail, a dumb program that, when overloaded with messages, slows to a deadly crawl until all are sent. This could affect other email’s ability to get through as well.
I tested the process. I wanted to send mail to 50,000 Yahoo users from my opt-in list. I selected a cross section for the test message. Eighty-five percent were undelivered because:
Like most people, I didn’t use the most sophisticated tools. Yet I was shocked because my list does well generating revenue. Then I considered direct mail. How many people open a postal direct marketing piece? Fifteen percent? If you’re lucky!
That means the industry-wide 4 to 6 percent open rate for higher volume emailers (over 50 million per month) and a recent steep decrease in revenue may be a portent for affiliate managers.
Email is becoming direct mail. You can’t rely on it arriving immediately. Too many factors are out of your control. Although not challenged by weather or postal workers, email delivery is slowing dramatically. Fewer people respond to, open, or buy from email.
Is email dead? By no means. Overuse is a sign of effectiveness.
In the early days of the postal service, overeager marketers flooded homes with free catalogs. A price was levied for delivery to force marketers to share the costs. Our mailboxes remain full of junk mail.
Email is still the most effective game in town. Like all marketing, the game continues and the numbers fluctuate. Like direct mail, those numbers come in a little slower than in the old days.
Keep an eye on this as you watch the sales of your affiliates who use email. Their volume approach may affect us all.
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
March 19, 2014