Just a few years ago, emails were opened at an astounding rate, now that rate has declined. Part of the reason is that Google, for example, has put filters in place in Gmail to make sure that you are not getting “unwanted” emails. Other factors include the fact that too many emails aren’t carefully targeted to the right groups of people.
The best way to use email marketing now is to make sure that you are working with the strongest email delivery companies.
Using an email service provider (ESP) (like Constant Contact, MailChimp, and a host of others) to deliver your emails helps increase deliverability rates. The best ESPs maintain their own anti-spam controls. The emails sent from an ESP use their own email “reputation” and not yours. By using an ESP, you will be able to push large mailings through ISP-level spam filters, even if you have a new account. Make sure to compare proof of delivery rates before you choose an ESP because some exaggerate their capabilities.
Here’s a quick list of ideas for creating successful email marketing campaigns that you can track and that keep subscriber retention high.
Photo credit: Jonathon Narvey / Foter / Creative Commons Attribution 2.0 Generic (CC BY 2.0)