Archive for the ‘Email Reputation Management’ tag

Hurting/Helping Your Brand With Unsubscribe Process

Hurting/Helping Your Brand With Unsubscribe Process

Do you immediately honor unsubscribe requests or do you have such an arduous process to remove people that it involves many manual steps and takes weeks?

I get it. Many of you do have a nightmare scenario and you’re not alone. There are countless companies that have multiple sources to pull from and multiple databases to update but that’s still no excuse for damaging your brand’s reputation and your email reputation.

Quickly fulfilling on leads and sales generated by email campaigns is important. Prospects and customers keep the lights on. Quickly responding to unsubscribe requests can also contribute to the bottom line. You literally save on distribution costs but that’s not what I’m talking about.

If someone wants off your list, get ‘em off! It means they didn’t click the spam button to stop receiving your emails as many others do. They actually followed your unsubscribe call to action. Honor it. If you don’t, some will get upset and publicly trash your brand.

Another reason is ISPs get more sophisticated every day. If you continue sending to an unsubscriber and they ignore your emails, the ISP will eventually pick up on your continued sending to someone who doesn’t care about your emails. The ISP doesn’t know that they requested to be unsubscribed but they do know you aren’t keeping a clean list because you keep sending to a bunch of inactive subscribers.

Don’t risk tarnishing your brand and affecting your deliverability.

Below is a random collection of tweets from people upset about their unsubscribe experience. Many are referencing brands. Do you think others will subscribe after hearing this? Do you think they will buy from these brands? Do you think more will unsubscribe after hearing this?

The old school thought that hiding or rephrasing the unsubscribe link will prevent list attrition is not the kind of list attrition you want to prevent! Protect your brand and email reputation by making it easy to unsubscribe from your emails and/or change the kinds of emails they receive.

Tweets over a period of about 6 hours:

Wanted to change my subscriptions but the only option was to unsubscribe. So I did.

So if you randomly receive a marketing email from Carlsberg and you want to unsubscribe, you HAVE to provide lots of personal data to do so.

@Fulcrum_CR haha. I swear i have clicked unsubscribe AT LEAST 3 times on this sodding newsletter and every couple weeks I get another :@

RT @seanprice: how many times do I have to click UNSUBSCRIBE before you get the point?? > Once more please Sean :>

how many times do I have to click UNSUBSCRIBE before you get the point??

Annoying: Unsubscribe buttons that don’t work. Result: Disinterest in the subject becomes resent toward the sender.

Today = Unsubscribe day … Too many worthless newsletters in my inbox. Time for spring cleaning! #Unsubscribe

@tagetik the unsubscribe link does not offer me a unsubscribe possibility

I hate it when I have to type in my email to unsubscribe. You emailed me, you SHOULD have it. 1-click should be plenty.

I’ve been going on an unsubscribe rampage today. If your company emails me, you better have a bloody unsubscribe link!

Do you waste time deleting unwanted items in your inbox each day? UNSUBSCRIBE from newsletters and mailing lists that no longer interest you

It is easy to subscribe for things on the net that send you emails… SO DAMN HARD TO UNSUBSCRIBE!!! ARGH >_< #AshysInbox

Dear Myer, why does it take 5 working days to unsubscribe me from your mailing list?

how many times do i need to unsubscribe my email from the gd KABOODLE email list that i never signed up for??!!

the inability to unsubscribe from TechDay is driving me mental

not happy with @delloutlet USA,click unsubscribe in email,then 2nd time,then again,then check boxes,then finally submit..arghhhhhh

Is it strange that, whenever people unsubscribe, i actually feel relieved because that usually means a hater/negative subscriber has left?

RT @KISSmetrics: Unsubscribe links at the TOP of your emails can lead to higher conversions http://kiss.ly/bkT374 #measure

Don’t disguise your unsubscribe link. Use the word Unsubscribe. Show them which email address the email was sent to so they know which email address to type in if you don’t pass it to the unsubscribe page. Reduce the number of subscribers who actually unsubscribe by creating multiple subscription options on the subscription preferences page to give them more control over what they receive e.g. create separate subscriptions for offers, news and updates, newsletters, etc.

Download this as a presentation.

For more ideas on preventing list attrition, read my recent post “Content Dethroned as King?”  http://emailmarketingtips.verticaltraction.com/2010/05/19/content-dethroned-as-king/

To monitor and repair your email reputation, read my post “How to Manage Your Email Reputation”  http://emailmarketingtips.verticaltraction.com/2010/03/05/how-to-manage-your-email-reputation/

Posted: June 16th, 2010
at 10:15am by Rob Van Slyke

Tagged with , ,


Categories: Email Deliverability,Email Marketing

Comments: 1 comment


Email Bounces: Are Yours Automatically Removed? Maybe Not!

Not all ESPs are the same. Your ESP may or may not be unsubscribing your bounced subscribers after three or four or whatever consecutive bounces.

So a quick post here to start a conversation. I really want to hear from you on this. I’m curious as to what your ESP’s settings are and whether or not you can change them.

Here’s the issue. If your send frequency is only one or two per month and your ESP doesn’t unsubscribe bounces until an address bounces 3 or 4 times in a 30- or 45-day time frame, the bounces will never be unsubscribed. You’ll continue to see your bounce rate increase and your email reputation will eventually suffer.

Do you know what your default setting is? Can you change it? Have you? And after you read this, do you know what to do?

Comment below and let me know what your settings are.

How to Manage Your Email Reputation

This is a quick reference cheat sheet to keep tabs on your Email Reputation and specific steps on how to improve your Email Reputation through email authentication. Don’t let the techy term put you off. It’s critical you know this stuff or send it to your technical administrator so they know this stuff.

What is Email Reputation?

How to Manage Your Email ReputationIt’s a number of things. It’s the reputation of your domain, email addresses, shared or dedicated IP address at your Email Service Provider (ESP), your email server, etc. You build it over time. You actually start out in a little bit of a negative situation so it’s important to get your campaigns right – right out of the gate. It’s determined by everything you do in your email campaign so follow best practices or else. This post focuses on the technical aspects of Email Reputation.

Briefly, there are things that happen behind the scenes when you hit send that you may not be aware of. Each recipient’s email server conducts a “hand shake” with your ESP. The server asks “‘HELO’. Are you who you say you are and do you have authority to send email to me?” The server is asking for the PTR record, or reverse-lookup record, which validates the authenticity of the originating IP Address of the email sender by resolving IP addresses to hostnames. That’s as technical as I’m going to get but take it seriously. Seriously! This is the absolute minimum you should have setup before sending out your email marketing campaigns.

Beyond PTR, there are a number of additional steps you can take to ensure greater deliverability and protection of your Email Reputation. Read on.

Quick Reference for Email Authentication and Email Reputation Management

Email Authentication

  1. Determine Your Email Server’s IP Address
  2. Generate SPF Record using this Sender ID SPF Record Setup Wizard
  3. Setup PTR Record
    • Send the information you collect to whoever controls your DNS and ask them to setup your PTR record.

Get this Email Reputation Management Quick Reference Guide in PowerPoint.

Email Sender Reputation Management

Check Blacklists

Check Email Reputation

Email Authentication Types

Wikipedia on Email Authentication

http://en.wikipedia.org/wiki/E-mail_authentication#Authenticating_senders

  • PTR (reverse lookup – all mail servers)
  • SPF
  • Sender ID
  • DKIM
  • Domain Keys

Improve Your Email Deliverablity With Third-Party Certification

Get this Email Reputation Management Quick Reference Guide in PowerPoint.

Posted: March 5th, 2010
at 7:49am by Rob Van Slyke

Tagged with , , , , ,


Categories: Email Deliverability,Email Optimization

Comments: 2 comments


    


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