According to the message boards one of the biggest problems with email marketing is getting past SPAM filters. It must be a problem, everyone seems to worry about it. Here's why I don't worry about SPAM filters blocking my email marketing …
First, I write short messages specifically oriented towards my readers interests. Double-opt-in keeps only people I have permission to mail on my lists, and periodically I purge non-readers. My messages are personal, without hype or jargon, and cleanly written.
I just don't see getting past SPAM filters as big of a problem as getting action from your subscribers. If you use the right tools, I recommend Aweber Communications, you'll see message scoring for common SPAM characteristics.
Because I focus on personal messages to my subscribers, I use text email, just like readers might receive from friends. Then in the message I focus on delivering what I promised followed by brief offer (I don't write for my health, I expect readers to buy something.)
You say I can't track open rates with text messages? True, that's why I'll send an HTML message once a month (or so) to capture open rates to help identify those who aren't taking action. There is also something that you should know …
For the business email marketing open rates mean nothing … it's purchases and conversation that you can take to the bank. It's how many people come in your store, how many visit or request your catalog, and how much they buy.
My newsletter, Inside Strategic Relations, is primarily text-only with solid click through every month. The more value I provide, the more readers hire my services, buy what I offer, or do what I recommend. Text, it's how most people get email.
© 2008 JWH Consolidated Inc, All rights reserved.
