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The Role
of Content
in your
emails
© Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc.
© Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc.
COPYRIGHT NOTICE
Copyright © 2014 by Marketers Pub...
© Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc.
The Role of Content In
Your Email Campaigns
The pr...
© Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc.
4. HTML content and formatting.
Just as your webpa...
© Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc.
LET’s connect...
Don’t forget to follow us online....
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Role of Content in Emails

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Content is a primary factor in inbox placement. Testing against spam filters simply isn’t enough these days, because the ISPs are more sophisticated. Send yourself test messages in each of the major email clients and tweak it until it gets though. This will help you figure out the root of your problem.

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Role of Content in Emails

  1. 1. The Role of Content in your emails © Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc.
  2. 2. © Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc. COPYRIGHT NOTICE Copyright © 2014 by Marketers Publishing Group, Inc. and www.EmailDelivered.com. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this guide, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or writ- ten sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential or other damages. important notice Any references to best practices, specific ISP recommendations, and overall suggestions are as accurate as possible based on the date of publication. The accuracy of this information cannot be guaranteed beyond the current date of publication. contact information For general information on our other products and services, visit us online at www.EmailDeliv- ered.com. For support, please send your questions via email to http://support.emaildelivered.com Phone: (512) 981-5413 Fax: (305) 675-4664 Web: www.EmailDelivered.com Support: http://support.emaildelivered.com
  3. 3. © Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc. The Role of Content In Your Email Campaigns The primary factor in inbox placement is CONTENT! And it’s not enough to simply “mask” trigger words or get a low “spam score” in your email software when you test against spam filters. Most of those are simply checking against databases that review keywords, not scanning the emails in the same manner that the ISPs do. And as you’ve probably guessed, the ISPs are much more sophisticated. So... assuming that everything else is in place, then you’ll want to carefully look at your content and how that’s playing into your deliverability, specifically inbox placement. Here are a handful of things to look at that could be impacting delivery rates, and more specifically, inbox placement: 1. Links in your email messages (Keep in mind, it’s not always enough to just use a link tracker to mask the links. Not only can ISPs see past that tracking link, but there are also blacklists, such as Barracuda, that are actually clicking through all of the links in a message to see the intent of the messages). NOTE: This includes links to images in your messages, if you’re using HTML. 2. NUMBER of links in your messages. We were troubleshooting for someone a few weeks back and they were trying to figure out why they were going to the spam folders... Well, they had 18 (yes, EIGHTEEN) links going to the offer. This falls under the “looks and feels like spam to the ISPs”. This is almost, if not equally, as bad as the one liner emails that say “To find out the secret to [fill in the blank], click here” with nothing else in the email message! 3. Overall Content I had a prospect contact me this week to ask what we could do to help him get out of the spam folder. After reading his content, it was clear that nobody could really help him with his existing content. He needs to rework the messaging in order to fix his problem. PERI- OD. (It was borderline pornographic, and by his complaints, was not what his audience expected to see either.)
  4. 4. © Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc. 4. HTML content and formatting. Just as your webpages show up differently in different browswers, your HTML emails show up differently in different clients. Not to mention, if there are any code errors that the ISPs don’t want to see, you’ll get dinged on that too. The best thing to do is send yourself a test message in each of the major email clients and massage the content until it gets to the inbox. Keep in mind, that different ISPs also weight the qual- ity of “mailboxes” as well as the data going into it (so it’s best to use mailboxes that are actually actively being used!) REGISTER FOR EMAILDELIVERED UPDATES The key to email marketing is staying on top of the trends, knowing what’s working now, and what’s coming in the future. Each week, we provide email marketing and deliverability reports, articles, whitepapers, and training videos. Sign up for our weekly newsletter (and occasional notifications) at: http://www.EmailDelivered.com today and stay on top of things like: • ISP changes & updates that affect deliverability and inbox placement... • Email marketing best practices... • Improving your email ROI... • Increasing subscriber engagement... • And much, much more...
  5. 5. © Copyright 2014. EmailDelivered.com & Marketers Publishing Group, Inc. LET’s connect... Don’t forget to follow us online... and to sign up on our website for news, updates, tips, and helpful resources... Twitter: https://Twitter.com/EmailDelivered Facebook: http://Facebook.com/EmailDelivered RSS Feed: feeds.feedburner.com/EmailDelivered YouTube: http://www.youtube.com/emaildelivered Pinterest: http://pinterest.com/emaildelivered ABOUT EMAILDELIVERED EmailDelivered is your “virtual” email administrator, handling the technical side of email marketing while still giving business owners and marketers total control over their email. In addition to done for you management services, EmailDelivered also provides consult- ing, training, and email campaign design. For more information on how EmailDelivered helps you take back control over your email marketing (and not be held hostage by your email provider) visit us online at http://www.EmailDelivered.com today. ABOUT the author Heather Seitz is the co-founder, and Marketing Director at EmailDelivered, an email deliverability management and consulting company based in Austin, Texas. Their sole focus is on getting your emails delivered! Heather has worked with top online business owners and marketers around the world to help solve delivery problems and improve the results from their email programs.

Content is a primary factor in inbox placement. Testing against spam filters simply isn’t enough these days, because the ISPs are more sophisticated. Send yourself test messages in each of the major email clients and tweak it until it gets though. This will help you figure out the root of your problem.

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