Good List – Assured Delivery – Low Opens, Clicks or Sales: Once you have made it this far in the process, you can interact with campaigns and possibly positively affect the results. You have a good list and are very confident about delivery, but you still have a low number of opens, clicks or sales. Depending upon where your numbers go bad in this part of the process you can interact to attempt to salvage the campaign. If opens, clicks and sales conversions are all low, then you might alter Web site landing pages and try another batch. If opens and clicks are high, but sales are low, you might try altering your Web site, e-commerce interface, etc. You might conduct surveys to attempt to discover where the disconnect is between your mailing and sales conversions.
“Industry insiders have described the email industry as a mess. Customers are shielded from the inner workings of the industry. Security problems plague these providers as well as severely degraded, or non-existent, metrics pose a critical problem.” The Domains Marketing
Delivered: To Where?
Deliverability is the primary concern for both in-house email marketers and ESP’s alike. The reason is that, until recently, the technologies necessary were not available. Current email servers have become outdated for business email communications. The only downside is that technologies replacing the current, free server software have a cost associated with them. Despite the cost, it is a critical business necessity to better manage email communications. Return Path, a deliverability assurance firm, estimates nineteen percent (19%) of legitimate, permission based, email is not delivered. That number goes as high as fifty percent (50%) for those who have business to consumer lists that are heavily weighted with Web-based email providers**.
Most email campaigns, whether in-house or via an ESP, have unseen, sometimes intentionally hidden, deliverability and security issues. Armed with the newest email technology in-house marketers and ESP’s will increase deliverability while reducing security issues by exponential factors.
The Root Technology
ESP’s rely on third party email server technology, thus do not have the ability to implement on-the-fly code alterations to alter, or evolve, the way the server manages deliverability. When you use an ESP you lose the ability to experiment with the various ways to deliver email messages. With newer email systems you have the ability to make changes in the email send process to ensure delivery.Conclusion
Whether you use an ESP, or bring it in-house, there are many factors involved in this key business decision. You need to ensure that you, or your ESP, use business-class server software, with the advanced functions and technology highlighted in this paper. Lastly, the ability for your ESP, IT or marketing team to address each of the facts listed in this paper empower you with the ability to gauge the level of expertise of your email communications team.
Free the Domains E-mail Marketing
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