A simple approach to email marketing

How to use email marketing to increase sales and reduce costs in your business

Stefano Calicchio

• Editorial: Stefano Calicchio
• Año: 2021
• ISBN:
  9791220271059
• Categoría: Business
• Categoría: Business General

Email marketing that works through a practical handbook that will guide you step by step through the development of winning email marketing. You'll discover the strategies of professionals who use email systems effectively to achieve high sales and popularity despite a small or limited budget. Prepare your email marketing plan, translate practical strategies into action and optimise your campaign with web analytics tools. It's simple, but only if you know how. Discover a winning approach to email marketing with the industry reference guide.

How to increase the reputation of your e-mails

Anyone who has ever used an e-mail has certainly heard of the phenomenon known as SPAM. What is it? Spamming (also known as spam) is the sending of large quantities of unwanted (usually commercial) messages.

Spam is also a big problem on the web, as it affects a large part of e-mail traffic: therefore it is of paramount importance for your e-mail marketing system not to fall into the spammer's lap.

Any promotional campaign via e-mail is naturally subject to being sent unwanted mail, so you should make sure that you have tried all possible ways to minimise this risk. We talk about risk because as soon as your e-mail is identified by users as SPAM, most providers will start blocking the corresponding e-mail address in their spam filters.

Many e-mail programs have predefined buttons with which the user can signal if the e-mail is considered to be unwanted.

These buttons simply add the e-mail address to blacklists, which are shared on the web in order to identify on a general level the addresses of those who perpetrate spam.

To avoid this, the advice is to allow the recipient to unsubscribe from the unwelcome mailing. Most reports of SPAM by e-mail operators are caused by the following reasons:

• Unable to unsubscribe from the mailing list.
• Lack of credibility and confidence in the real existence of your business or activity.
• Low motivation for traditional unsubscription (unsubscription procedures are absent, badly indicated or too complex).
• Simple error in reporting.

Your goal is to minimise the risk of spam by optimising each of these points as best you can. Defence is the best attack; prevention is actually the only weapon against blacklisting by e-mail providers.

The practical and applicative reality of this handbook can only conclude this chapter with an extensive to-do list of actions to be taken to minimise the risk of being identified as a spammer by the participants of our mailing list:

• Pay attention to the way you set up your e-mail address and the name of the sender.
• Make sure you have content of value and real interest.
• Don't overdo it with too strict a sending frequency.
• Remember to allow each user to leave your mailing list as soon as they request to do so.
• Sen...