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It’s time for results.

Author ErinCarlson , 4/12/2017
I am willing to bet that your agency has tried most of the available marketing approaches – print, email, banners, text ads, event sponsorships, on-site marketing, social media, SEO, etc. 

I am also willing to bet that you are not sure what worked (gave you the best results). But, if you are like most marketers you probably will say that Email Marketing is perhaps the most effective (cost/benefit wise). 

While we help hundreds of agencies with our multi-disciplinary approach (all of the available digital marketing tactics), let’s talk about the most relatable – email marketing. 

Email Marketing: It is more complicated than you think.

Author SherriCarroll , 3/8/2016
In a whitepaper/study ("The Secret to Email Delivery," July 2008), published by Forester Research, around 90%-95% of all email sent is considered spam.

This makes the job very challenging for ISPs and spam filter providers. It also makes the job very difficult for email marketers. Interestingly, the volume of spam increases during holiday periods, and this reduces open rates across the board - regardless of sender, content, reputation or positive engagement of the recipient.

ISP's are paying attention to how often a sender sends email as well. If you send too often, you will see poor results. Send infrequently and the same happens, you get dinged. So, there is a balance between maintaining a clean list, send patterns, the value of the content and how you handle negative engagement and abuse reports.

Going a full circle, in the old days - marketers didn't have to worry as much about server reputation, list management and a whole bunch of other constantly changing environment variables. They could, with relative ease manage things in house. But, then complaints could destroy your in house networks reputation and pretty soon, your day-to-day operations emails would not get delivered to customers. So, in house is not much of an option any more.

In-source/outsource

When things got more complicated, there was a need for do-it-your-self (but mostly outsourced, the in-source/out-source option) services like Constant Contact. You in-source your list management, but outsource the actual sending campaign. Soon these service providers were forced to bar you from sending if they got any complaints through their ISPs. So, regardless of whether your list is clients, subscribers, partners - if complaints came through you were stuck. 

So, that, coupled with 'spam traps', 'honeypots' and other anti-spam techniques completely rules out purchasing a list. Purchasing a list is just not a good idea all around.

Outsource to the right provider!

That leaves only one real option, outsource to a reputable company that has a track record of innovation, inbox delivery and is industry focused. 

A reputable provider:
  • Sources and maintains the subscriber list.
  • Has ISP grade infrastructure.
  • Has world class service and support capabilities.
  • Handles all the IT related management that comes along with email marketing. 
You can read our full article on email marketing here. If you would like more information on how CompleteMarkets can help you with your digital distribution click here to schedule a demo or feel free to contact me directly. I would be happy to answer any questions you might have. 


Sherri Carroll, Business Development Executive
Ph: (909) 547-6212 x5331 | Fax: (909) 547-6216 | Email: scarroll@imms.com  
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