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Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

Your sender reputation is the single most influential external factor in whether or not your email is delivered. Just like your reputation as an individual, your reputation builds over time. Every email you send can affect that reputation positively or negatively. Every spam complaint, every list with anything more than a tiny percentage of undeliverable addresses, can detract from your sender reputation. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

Accreditation is something that I personally do not agree with. It is a way of paying to ensure that your emails get delivered. You can register with an accreditation company, such as GoodMail Systems (conveniently partnered with Yahoo! and AOL) and Habeas, and pay a fee to receive email VIP treatment so to speak. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

Authentication is fairly self-explanatory – it is a framework for authenticating you as a sender. To greatly over-simplify the definition, it’s a way of proclaiming that you are a legitimate company, you really are who you claim to be, and your email is not spam. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

This tends to be one of the more controversial email marketing topics. I like to ask people: “where do you think the unsubscribe link should be placed in your email?” Of course, most people place the unsubscribe/opt out links at bottom of the email, and they feel that that’s exactly where it should be.

I completely understand the rationale. After all, you work so hard to build your list and get more subscribers, why would you want to allow them to easily get off your list? It should be at the bottom of the email, so they don’t see it unless they’ve gone through the entire email! (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

There’s not too much I need to say about setting the sender of the email. Generally speaking, most marketers use the company name, and usually that is what works best. It builds trust that the email is valid if they recognize the business name.
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Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

So we’ve talked about general content enough, now I’d like to focus on a few specifics. First of all, let’s consider your calls-to-action. These are the images and links that people will click on to perform the intended action of your email, whether that’s register for something, buying something, or anything else. (more…)

Excerpted from ConvUrgency.com’s Smart Email Marketing Guide

To expand your reach, you’ll want to add a viral component to your emails. Most ESPs allow to easily insert a “forward to friend” tag somewhere in your email. This may seem unnecessary, as every email client has a ‘forward’ button. But remember - if you use a form of some sort to forward the email, you can track who forwards it, who the recipient is, and if the recipient opens/clicks on the email. This is another excellent way to grow your list! (more…)