Return Path’s Weekly Roundup
Eloqua just released their Grand Guide to Deliverability which is a collection of deliverability and privacy terms and practices that every marketer should know. The best part of this grand guide is that its brevity, wit and thoroughness. Return Path also contributed to this guide and we’re nothing short of proud and excited of the work that Eloqua did on the final product.
Download the Grand Guide here.
Blue Sky Factory’s Lindsay Clark discusses how most emails have images disabled by the ISPs and their email readers. Even worse is that most marketers fare poorly at optimizing their campaigns for this reality. Lindsay calls this the “white blah effect” effect and gives us four tips on how to avoid this like: avoiding sending one large image (which will also cause deliverability issues), including call-to-actions inside and outside of the imagery, utilizing ALT tags, and (maybe my favorite) getting certified under our exclusive whitelist, Return Path Certified where some of the ISPs that use it will have images on by default. You can read the post in more detail here.
Interested in optimizing your content or getting certified? Contact us!
James Trumbly of eConnect Email, who guest blogs on the The Email Guide, debunks popular reasons for buying lists. Most of the reasons that list brokers give are things like large numbers of high quality addresses, increased response rates, and “don’t worry! It’s a permission-based list.” The moral of the story is that permission can never be bought. Organic list growth is much better for your sending reputation, deliverability and response, as purchased lists are often riddled with spam traps and unknown users, not to mention that if these subscribers don’t know who you are, they’re more likely to complain. All of this will lead to getting tagged as a spammer and blocked. You can read the blog post here
Are you struggling with your organic list growth goals, or have a high number to meet in 2011? We can help with that too. Contact us!
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About Tom Sather
Email data and deliverability expert Tom Sather has worked with top-tier brands to diagnose and solve inbox placement and sender reputation issues as a strategic consultant with Return Path. As the company’s senior director of research, Tom is a frequent speaker and writer on email marketing trends and technology. His most recent analysis of new inbox applications’ effects on consumer behavior was widely cited across leading business media outlets including the Financial Times, Ad Age, and Media Post.