Email Marketing Tips for- Improving your inbox deliverability and avoid Spamhaus

email or snailmail

Email or snailmail?



Email marketing is one of the most popular and time-proven means of communicating with your clients or prospects.  Delivering a timely, relevant and informative message is an extremely cost-effective way to enhance your customer support initiatives or to progress the sales dialog in the buying cycle.  This enables the sender to dispatch highly targeted and personalized content that will engage the recipient and elevate their brand experience with your organization.

In an effort to further protect individuals’ privacy and reduce unsolicited communications, the industry has been steadily tightening regulations on email delivery to build their commercial whitelists.  Many ISPs are actively making their spam filters more rigorous to keep blacklisted IP addresses from their users’ inboxes.

Internal measures

Most companies maintain either a CRM system (like Salesforce) or a marketing automation tool (such as Constant Contact, CheetahMail or Eloqua) to perform their bulk emailing activities.  Ideally the System Administrator will actively seek email marketing tips on a regular basis to optimize their campaigns.

The first step in executing a campaign is to upload data lists of active clients or prospects.  These individuals can only be contacted if they have given their express permission to your organization, i.e. they have opted-in.  Proof of this permission needs to be recorded and stored in your database for future reference.  Building your list from scratch is often the safest way to begin your user dialog, simply by creating a form or initial email message requesting their consent to receive marketing communications from your organization.

Regular updates should also be made to ensure the integrity and accuracy of your email lists, in addition to adhering to general email marketing best practices.  Each communication needs to contain a simple “unsubscribe” link, and is a mandatory feature of the CAN-SPAM Act of 2003.  Such requests must be recorded against the user’s database file and be honored within 10 days.  The Act further goes on to stipulate that the contents must be accurate and relevant, and the message must contain a legitimate physical address of the sender.

Monitoring your brand

Your email tool should have the capability to provide you with accurate reporting whereby you can easily identify trouble spots, such as undeliverability to a specific domain.  A quick communication with your client should rectify the problem and ensure that you are added to their organization’s list of approved senders.

Alternatively, many providers of email marketing services  have now added blacklist monitoring to their product offerings.  For a monthly fee, they will review your IP addresses against the leading blacklists and alert you of any suspicious activity for your further investigations.  These companies maintain relationships with the major ISPs and can keep you updated on regulatory changes.

Keeping your brand reputation and achieving commercial whitelist status is imperative to building lasting relationships with your audience and realizing your growth objectives.  By establishing a process to manage your in-house databases and analyze the performance of your email campaigns, you can stay clean and avoid the wrath of Spamhaus.

Leave a Reply