Making sure prospects, customers see your e-mails

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E-mail messages, unfortunately, don’t always get through. It’s up to you as a marketer to do everything in your power to help the process along. Here are some suggestions from Dave Dabbah, director of sales and marketing for e-mail marketing software provider Lyris, to enable you to do just that.

1) Reconfirm your recipients’ opt-in subscriptions every few months. It’s worth checking in frequently so readers are reminded they are always in the driver’s seat, Dabbah said. “This is a really good idea especially if you feel you’ve lost the connection of your list database,” he said. “This is really important if you’re not e-mailing as often as you’d like.”

2) Don’t “yell.” Take a look at your own spam folder. Many of the messages, you’ll notice, use all capital letters. Spam filters notice, too, and assume—whether right or wrong—that a message or even subject or headlines that use all caps are spam, too. “People are going to be rewarded if they spend more time looking at their content and placement within an e-mail. Little things definitely make a difference,” Dabbah said.

3) Consider using an outside service. Companies such as Lyris, Pivotal Veracity and Return Path offer various services that check your e-mail messages for content, clarity and spam triggers. While you may not need to use these services on a daily basis, it might be a good idea to test new campaigns or newsletters occasionally, Dabbah said. “At the very least, use one of these types of services monthly to make sure your content is really getting through,” he said.

4) Follow up with a reminder. If text or formatting is the reason your message isn’t getting through, you can let people know they’ve missed your message by sending them a short announcement before or after your initial e-mail to let them know to watch out for it—or check their spam folder for your message.

There is one small caveat: Make sure your first and second messages don’t arrive too closely together, which can brand you a spammer. Also, include a link to an online version of your newsletter when you send your reminder message, and ask readers to have their e-mail administrator add you to their safe list. “It all comes down to the fact that these are the things that e-mail marketers have to do today to make sure content really gets through,” Dabbah said.

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