Return to Sender
Finally, hang out with the right crowd. If you’re using an outside e-mail service provider, make sure that you’re either on a dedicated IP address or, if it’s shared, that you’re in a pool with a small group of organizations that have a very similar profile to yours. Many of the major Internet service providers (AOL, MSN, Yahoo!) block all mail from an IP if any incoming mail is perceived as spam. If you’re on a shared IP and something one person does is wrong, everyone’s blocked. Bad reputation by association.
3. Proofread.
Sounds simple enough, but the number of companies that send off e-mails with typos is amazing. If you don’t have anyone in house who can do your proofreading, there are companies that will do it for you. Proofread Now, for example, will do the proofreading and turn it around in a short time frame for a reasonable price.
4. Test.
E-mail offers an incredible opportunity to figure out what works and what doesn’t. Every time you mail, consider testing something. Even if it’s just the subject line, try to figure out how you can increase your open rate, click-through rate or whatever action you’re looking for. It’s a lot quicker and less expensive than testing your physical direct mail, so why not take advantage of that?
