MindComet

Double Opting-In: Getting Expressed Permission

Requiring subscribers to double opt-in is quickly becoming the standard for email marketing campaigns.  However many great email marketers are still not requiring this action.  Why is double opting in so important?  And why if you are not doing it now, should you?

The double opt-in process ensures your list members are who they say they are and that they have joined your list of their own initiative.  While the CAN-SPAM Act of 2003 only speaks to complying with opt-out requests, opting-in is an absolute way to demonstrate “expressed permission” instead of “implied consent” between you and your list members. If any list member ever has a question as to how they were added to your list, your double opt-in records give you the ability to locate and confirm their sign up date.

The double opt-in procedure will also protect your database against Spam Traps.  Spam Traps are dropped into your database by ISPs if your signup process is weak.  Every time you send an email to a Spam Trap it is a mark against you in the eyes of the ISP.  Some ISPs will even refrain from whitelisting you if there is not a double opt-in procedure in place.

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Posted by MindComet on Apr. 04, 2006

With a Little Help From My Friends…

Your best friend recommended you try the new sushi restaurant in town.  You trust your friend’s opinion – maybe more than the newspaper restaurant critic.  You try the new restaurant and you are so impressed with the spider roll you become a regular.

What is the connection to your email marketing campaign?

Allow your current subscribers the opportunity to recommend your eNewsletter to their friends.  There may be no better argument for reading an email than a suggestion to do so from a friend.  But you must make it as easy as possible for your message to be forwarded.

Include a well-designed Forward to a Friend graphic in every message you send.  It should be at the bottom of your email and it should be clear.  Your subscribers may not think of passing the message along unless you suggest it.

Your Forward to a Friend page should include simple language and a link to your privacy policy.  Also include assurance that you are not harvesting your subscribers’ friend’s email address. 

Your subscribers should be able to add a comment at the top of the email.  If the message is simply forwarded to a friend, it may be mistaken as spam.  By adding an endorsement from a friend you have added quite possibly the most important line of copy to your email.  If your subscribers say “Check this out” there is a strong possibility their friends will.  Additionally, your subscriber’s name should appear in the subject line: “Joe Smith thought you would be interested in this.”

Your forwarded message should include a link to your opt-in form.  Because your ultimate goal is to grow your list, include language that says “If you received this email from a friend, we invite you to subscribe” on your original message.  Even with the Forward to a Friend option available, there will be subscribers that will bypass the Forward to Friend option and simply forward the message themselves to their friends.

Don’t forget to monitor your Forward to a Friend responders.  What percentage of your readers were compelled to pass your message along?  While you won’t capture all of the forwards (see above) you will still get an interesting snapshot of what is working in your message.

Shy away from offering incentives for forwarding messages.  You will be more likely to receive bad addresses, annoyed recipients and a stronger possibility of being reported as a spammer.  It also has the potential to make your subscriber feel underhanded.  While you will stay away from offering incentives, don’t forget to thank your current subscribers for forwarding your message.  They are helping you build the list for your email marketing campaign with first-rate subscribers.

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Posted by MindComet on Mar. 27, 2006

Keeping it Clean

So, you have a large email list. Congratulations! Your open and click-through percentages must be off the charts…

They’re not?

Are there hundreds of subscribers who haven’t opened, clicked or responded to your message for a long time? These addresses aren’t bouncing and these subscribers aren’t filing spam complaints. Harmless, right?

Wrong.

These unopened emails are costing you money and skewing the accuracy of your open, click-through and conversion rates.

It may be time for a little spring cleaning and remove those dusty names from your list, without removing good email addresses.

Recognize the Non-Responders

Segment your list by using the tracking capabilities available in your email software to isolate email addresses that have had no open activity for a relevant amount of time. – Depending on the nature of your email it may be six months for a weekly message, or two years for a quarterly message.

Create New Groups

Create a new list of your non-responders who will receive a re-opt-in message. When a subscriber clicks to re-opt in, they will be segmented into a new group for tracking and future message purposes.

Your Re-Opt-In Should Include:

• Text Format: It is possible your HTML message has caused a block or triggered a spam filter.
• Subject Line: Your subject line should be clear and to the point. Notice regarding your eSubscription to (Your newsletter here).
• Re-Opt-In Link: Provide a link so your subscribers can let you know they are still interested.
• What’s New: Link to a hosted HTML version of your latest issue.
• Unsubscribe Link: In addition to the unsubscribe link, a statement should be included that informs your subscriber that if they choose not to re-opt-in, they will be removed from the list in 30 days.

Measure Your Success

Monitor your results to track how many re-opt-ins you receive.

Last Call

Three weeks in to your spring cleaning, remind those who haven’t re-opted-in that time is running out and they will be removed in one week.

Remove Non-Responding Subscribers
After your 30 day re-opt-in period has passed, remove the non-responders from your list. Be prepared that it may be your entire re-opt-in list. Once these subscribers are removed from your list you will have a much clearer view of your open, click-through and conversion rates.

You may wonder why these non-responding subscribers remained on your list for so long. A few reasons include:

• They have abandoned or rarely access their email account
• They have left a company but their email address has not been disabled
• The email has been blocked or filtered since day one
• A text-only subscriber may never click a link
• A subscriber has lost interest and chooses to delete you message rather than unsubscribe.

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Posted by MindComet on Mar. 20, 2006

Do you need Goodmail?

AOL’s recent announcement to protect its members from phishing and email fraud by implementing Goodmail’s certified email program has caused a flurry of rumors.

The most prevalent rumors are dispelled below.

RUMOR:
The AOL Enhanced Whitelist program will be eliminated.

TRUTH:
According to AOL, the Enhanced Whitelist will continue.

If you maintain good mail practices including requiring subscribers to Double Opt-in, your messages will continue to deliver through as they do now. Ask your subscribers to add you to their address book. This will help your message bypass most SPAM filters and increase deliverability.

RUMOR:
Email marketers will be required to pay “email postage” to have messages delivered.

TRUTH:
Keep your list clean and you will continue to deliver.

It may not be necessary to join Goodmail to ensure deliverability of your message. While the minimal cost of a fraction of a penny charged by Goodmail for each message sent seems like a small price to pay, email marketers with a large list could really take it in the pocketbook.

By following the basics of list hygiene you will improve your deliverability. Following simple steps including removing old non-clicking, non-opening names from your list will minimize bounces. Reduce complaints by asking for permission and make your unsubscribe link more visible. Always remember, you can’t get whitelisted if your lists aren’t clean.

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Posted by MindComet on Mar. 13, 2006

Building a Better List

Who wouldn’t want a bigger mailing list for their opt-in marketing campaign?  Surprisingly many marketers have not covered off on the basic steps necessary to grow their lists.

Make Sign-up Available Everywhere

Make your invitation to join easy and available on every page on your site.  You don’t want your future subscribers to become frustrated by searching for a place to sign up and give up before they find what they are looking for.

Make Sign-up Simple

The less information your subscribers to be have to fill out, the more likely they will be to do so.  Catch the urge with a single box for the email address and an opt-in button.  Once your subscribers have double opted-in, send them a survey to collect additional data, if necessary.

Request Sign-up at Check Out

If your site is an ecommerce site, include an opt-in box at checkout.  If people are interested in buying your products, they are probably interested in receiving more information.

Request Sign-up in Automated Messages

If you are using automated emails to confirm purchases, include an invitation to opt-in as a part of that message.  Perhaps your future subscriber keeps meaning to sign up for your list and never seems to remember, what a perfect opportunity to remind them again.

Use Traditional Media to Request Sign-up

Have your broadcast print and other efforts work for you to help your email list grow. 

Tout Your Email in Non-Competing Email

Explore non-competing email marketing campaigns that reach your target audience.  Incorporate an ad for your company and include a link to your sign-up page.

Use Search to Promote Your Email

Use Search Engine Marketing to promote not just your site but the substance you provide in your email as well.

Forward to a Friend

Include a forward to a friend option in your message.  You current subscribers may know someone you don’t, have them help you spread the word.

Make Your Email Campaign Worthy

True success is creating an email your subscribers will continue to and look forward to reading.  By focusing on your customer needs first and your marketing goal second, your program will work for itself to draw customers to you and will gain recommendations.

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Posted by MindComet on Mar. 06, 2006

Use Your Subject Line to Increase Your Open Rates

As your business turns to email marketing campaigns to get the most out of your advertising budget, it is important to ensure your campaigns are defined and targeted to your audience.  You are striving to send the right message to the right people and as a consequence, have your message opened and read.

With the ever-increasing clutter of your customer’s inbox, you may struggle to get your message noticed and read.  Getting your message opened is half the battle.  Because your subject line is the customer’s first interaction with your message, it needs to be interesting and legitimate. 

So how can you make the most of your success, and create a wonderful first-impression with your email subject line?

Emphasize user benefits:

• Be direct and speak to your audience on a one-on-one basis
• Specify immediate benefits or rewards such as coupons, discounts or free shipping when you are offering them.
• Don’t sell your product with company or brand-specific features.  Highlight the easily understood benefits.

Keep the subject line concise:

• Maintain a succinct subject line
• Beware of hard sell and sensationalism; Avoid unwarranted capitalization and exclamation points.  These are the first messages filtered to the junk folder by anti-spam filters, or simply ignored by busy consumers.
• Stick with the facts, use simple, descriptive words.

Brand your Message:

• Customers tend to be more open to messages from brands they know and trust.
• If your company is recognized, include your name in the subject line and the from: line too.

Test your Campaign:

• Once your objectives are defined, measure the effectiveness of your email marketing campaign.
• Use dynamic content to customize your message and test them in real-time to discover the power and ROI of email communications.
• Continually test your email marketing campaign.  Test and re-test should be the mantra in email marketing, and it is an aspect that is often overlooked.

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Posted by MindComet on Feb. 27, 2006

What Are You Doing on Friday?

As we know, email open rates have dropped over the past several quarters.  This is in part to blame on image blocking in Yahoo, Gmail, Outlook 2003 and several other email clients. Yet the question remains, how can I improve my overall open rates for my email marketing campaign?

A new study conducted by eROI suggests sending your message on Friday.  Email volume may have some correlation to open and click rates.  During the work week, fewer emails are sent on Fridays than any other day.  With less volume in their inboxes, your subscribers may be more likely to see what you have to offer.

Data collected over the past two quarters show higher open rates and click-through rates on Friday.  Tuesday comes in second place for open rates and Thursday grabs the second spot for click-through rates.  As you plan your email campaign strategies for 2006 consider testing delivery days to see what day your subscribers are more likely to open your message.

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Posted by MindComet on Feb. 20, 2006