Return On Subscriber – Email Marketing Blog

Been awhile since you sent to  your email list?

A long while?

Follow YouTube’s lead….(click to enlarge)

This is spot-on.  The only thing I would add to this would be… (more…)

I received an email from Jet Blue today that is great example of how to notify your subscribers that you are changing your “From” email address that you use in email marketing.

Subject Line: We are changing our email address…

This email can serve as a template for you.  Here are the elements that make this a success:

1. Clear Subject Line – No need to get cute with an email like this.  Get straight to the point if you want them to take action.

2. Whitelist the new Address – “Add us to your Address Book” is a clear call to action.  Some brands,such as Travelocity, go as far as to show the subscriber how to do this for each email client.  That choice is up to you.

3. Provide New Email Address – Jetblue provided the address not once, but twice in this email.  I would say the only optimization here is that they sent this email from the new address, not the old one.  This may have missed the inbox for a few folks who had whitelisted the previous address.

There are many environments that do not show your “From” mask, just the email address (see AOL post). It is important to both brand the email address as well as be consistent with the address that you use. If you do need to make a change, due to a new ESP or optimization, make sure you notify subscribers in a fashion similar to this.

Spam, that pesky industry that Email Marketers have to deal with, is on the rise again.  In a down economy, I fully expect Spam to increase heavily, praying on desperate people in search of cheap deals or a quick buck.

The Google Enterprise Blog has a post today, “2008: The Year in Spam”, which talks about the ups and downs of Spam and predictions for 2009.  The big bust of the McColo spam operation dropped spam traffic by 70%, but levels are up 156% since November 2008.

Spam is out of our control, but there are things we can control.  Following ISP best practices for domain authentication, using double opt-in, maintaining a clean list, and maintaining ferquency will keep you in the inbox, and hopefully the ISP’s will be able to keep the spammers out.

Read “2008: The year in spam”

This info is based on eROI clients. Your Domain Key may differ, ask your provider.

The Domain Key is added as a TXT entry. Below are some examples of what these TXT entries will look like:

TXT Name
_domainkey.eroi.com
kesp._domainkey.eroi.com

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