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IP Addresses: Punished by the Judge, Jury & Executioner
Punishment is usually doled out one IP at a time. This drives the necessity for email servers that quickly shift IP addresses based upon delivery criteria. At some point in time a valid customer who is a valid email recipient will report you as a spammer. The PPC E-mail Marketing Despite numerous safeguards to ensure your list is perfectly valid, 100% opt in and NOT in any way spam, you WILL eventually get reported as spam. Unfortunately, at this time, every single recipient acts as judge, jury and executioner. A well-written offering sent to a strong list with a high assurance of deliverability should always result in higher than average open rates, click rates and sales conversions. Using these standards as a basis to ensure the email list creation and delivery occur effectively, you can then alter splash pages or tweak the Web site to further strengthen campaigns. Without a strong list and assured deliverability, to an Inbox, the campaign is doomed to fail.
Likely List Scenarios
a) Bad List: A new firm bought a list from a recently defunct company. The list was guaranteed to contain recipients who opted onto the list. Hint: It isn’t. You can verify this by asking the list provider if the name and contact information of the original list generating entity can be included in mailings. If the answer is anything other than YES, you are about to have major delivery problems. There will be a very high bounce rate, meaning poor deliverability, low opens, clicks and sales. No matter what you try to do to correct the low results it will be in vain.
b) Good List – No Assured Delivery: You generated your list in-house by data mining, calling customers, etc. The main problem is that you are using a standard and freely available email server and are not listed in white lists. In your very first email campaign the email server sends too many headers at one time to YAHOO, AOL and HotMail recipients. If the entire first list does get through, deliverability will be squashed on your next campaign and you might not even be aware of the fact that deliverability is low. Opens, clicks and sales will be artificially suppressed and low.
“Choosing a return on investment over your brand name is ludicrous. Most email campaigns generating a fairly high ROI are causing irreversible damage to your companies brand and long term profitability as you burn your lists.Other Factors: In-sourcing
V. Outsourcing
The same old arguments apply in this new industry as they have since the debate started whether to outsource or bring business systems inhouse. The answer is also still the same. For larger firms, systems are managed inhouse using systems provided by third parties, while for smaller firms, without the same resources, the extra cost to outsource these systems, is the most logical avenue. Parameters that will affect the decision are:
1) Composition of Emails: HTML versus text, hyper-personalization & dynamic content
2) Organization, segmentation & return on investment tracking
3) Security & protection of sensitive customer data
” The PPC E-mail Marketing Guide
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