I often get asked about what are the keys to sending large email blasts successfully? There isn't a simple answer. Many techniques, lots of considerations – some easy to understand, some more technical. So, I decided to write a blog post that highlights the top 3 areas and top 3 tactics in each area that usually bring about success in the short and long term.

I strived for brevity, so if you have any additional questions please get in touch.

1. Content

a. Use text, light HTML. Simple graphics. Here is a sample.

b. Multiple Calls To Action (CTAs)– in at least 3 places – mailto, web page, phone number.

c. Important information above the fold. Don’t force readers to scroll to read and scroll further to click on a CTA.

2. Timing

a. For large recipient lists you need at least 72 hours for re-deliveries. So, Tuesday, Wednesday and Monday work well, in that order. For Remarketing lists (smaller, more targeted audiences) any week day will work.

b. Mid mornings and early afternoons (after lunch) usually work best. If you are doing a Thursday or Friday blast, early morning works best – as people tend to want to bang things out and shorten their days.

c. Often – it is no longer realistic to expect high volumes of inbox delivery with these types of campaigns. Spam Cloud filters (like Cloudmark, Inc.) have made sure of this. So, you have to send multiple emails over time with differing messages often. And vary the target audience each time.

3. Analysis

a. Make sure to customize/personalize the email. Use first name, zipcode, state info – early in the email. Use any unique information on a recipient that will make it harder for Spam Cloud filters to easily ‘footprint’ the email and stop delivering to the inbox. Use pre-headers. What are pre-headers?

b. Front load with targeted and friendly recipients first (easier said than done, we have specific algorithms that we created that do this for us)– cloud filters will first try to create a digital footprint of an email campaign. Then they analyze (in real time) how people are reacting to your email when they see in in their inbox. Are they deleting, clicking, replying? For example – you are sending to 10 people in an agency (same email domain – abcagency.com). Let’s assume that 3 people receive it in their inbox and all of them delete the email. The spam cloud filter knows that the email is not engaging enough and flags it accordingly – so that the remaining 10 people on that domain will not see it in their inbox. And then the cloud filter can go further and reduce inbox delivery to other domains because of the email digital footprint.

c. Review each campaign – increase open rates by changing subject lines (and varying the digital footprint). Increase click rates by using more CTAs and offering value/incentive.

Another question I get asked often is “Does in house marketing work?”. Well, it depends. Are you buying lists? Is your campaign recipient size over 25k? Are your recipients being emailed often? Are your sending servers (MTA- Mail Transfer Agent) IP addresses and reputation good (are they warmed up?). There are a lot of considerations. The simple answer – Yes, in house marketing will work for staying in touch with clients and prospects that you have had a relationship with, have opted in and know your brand. Our research and data shows that in-house marketing will probably not be effective for large list campaigns to agents and prospects that may have never heard from you and/or do not know your brand. In recent years, cloud filtering technology is the primary reason for this.

Happy to answer any questions or explore any of these tactics further.


Sincerely,

Adrian Holloway. CompleteMarkets.com