Email Deployment Strategies

MUST READ: If you are about to use a “prospecting” email list – then we highly recommend that you carefully review this document.

  1. CUSTOMER VS PROSPECT EMAIL LIST
    The email database that we provide will consist of “prospects.” Typically, ConstantContact, MailChimp, and some other email blasting providers will not allow prospecting email lists … only “customer” email lists. Though, in small quantities, some clients have reported success using MailChimp and other popular blasting platforms for prospecting email list.
  2. DIGITAL EXPERT REQUIRED WHEN USING A “PROSPECTING” EMAIL LIST
    If you have a large quantity prospecting email list – then you’ll have to find a digital expert that has experience in executing “prospecting” email lists. Much skill is required for executing a large quantity “prospecting” email campaign.
  3. DMD CAN EXECUTE YOUR BLAST
    If your company doesn’t have a digital department and/or digital agency contact, then DMDatabases has the experience – expertise – and extensive multi-server system for executing large quantity prospecting email blasts.
  4. NEVER EMAIL BLAST FROM YOU OWN DOMAIN
    Your IP address / domain reputation could be adversely affected when using a “prospecting” email list – thus it’s best to use a 3rd party email blasting platform when using a “prospecting” email list.
  5. SPAM FILTERS
    The ISPs (Hotmail, Yahoo, Gmail) use an Engagement Score to determine if your email message should go to the Inbox or Spambox. The more positive engagements from the sender – the less likely your email will go to Spambox vs the Inbox. Here are some of the score variables:

    • Email Open Rate: Engagement Score goes up as Open Rate goes up
    • Lateral Scroll Rate: Engagement Scores goes up as scrolling increases (which indicates that recipient is reading your email).
    • Hard Bounce Rate: Engagement Score goes down quickly if your prospecting email lists includes a lot of non-existent email addresses.
    • Unsubscribe Rate: Too many recipient hitting the Spam button / unsubscribing can hurt the Engagement Score.
  6. EMAIL CREATIVE / HTML
    The email message (HTML) is just as important as the Engagement Score. Spammy copy, interactive content (RSS feeds, JavaScript, etc), messy HTML coding, suspicious formatting, improper image-to-text-ratio (too many images / too large of an image), images without alt tags, URL shorten links, missing information (physical address, opt-out / unsubscribe links) … all can cause ISPs to divert message to Spambox.
    This link provides some tips to help you design your HTML.
  7. SUBJECT LINE
    A badly worded “subject line” can cause a very low OPEN rate and/or high incidence of SPAM clickers.
    This link provides some good subject-line tips.
  8. EASY WAY TO CHECK THE QUALITY OF YOUR EMAIL MESSAGE
    Here are two companies … among many … that offer tools for determining if your email message/subject line meets standards for effective email marketing. Highly recommend that you test the email creative before blasting.
    Litmus: litmus.com/email-testing
    Mailing Check: mailingcheck.com
  9. USING POPULAR EMAIL BLASTING PLATFORMS
    Some clients have reported success using some of the popular email blasting platforms (MailChimp, ConstantContact, SendGrid, MailJet, etc) for “prospecting” email lists … but typically in small quantities, using the DRIP / Domain Splitting strategies, per below.

  10. DRIP BLASTING / DOMAIN SPLITTING
    The ISPs (Gmail, Yahoo, etc) will block all incoming emails if too many prospecting emails are received at once … usually a sign of SPAM email blaster. Below are two strategies for limiting quantity of emails that are sent to an ISP.

    Most email sending platforms provide option for controlling number of emails for a specified time period. Use this setting to release a very limited number of emails (drip) per hour. To further enhance the dripping strategy, considering splitting/segmenting the domains (Yahoo, Gmail, etc). Example, program the email blasting system to send 2000 emails per day per domain splits:

    Yahoo: 500 emails per day … 20 emails per hour*
    Gmail: 500 emails
    Hotmail: 500 emails
    Others: 500
    TOTAL PER DAY: 2,000

    TOTAL 2000 per day … 14,000 per week … 56,000 per month! Yes, this strategy requires time/effort, but in the end many have a successful email campaign.

    **NOTE: After a day or two … review the Opens/Clicks/Unsubscribe rate; if unsubscribe rate is above .5% … then immediately stop the campaign and re-evaluate the campaign (email subject line, email creative, email data, etc).

  11. ELIMINATING THE TRIGGER HAPPY SPAM CLICKERS
    Some people are quick to click the spam button … even when receiving an email promotion from a company in which a product was purchased just the previous week. Of course this is not good since some of the popular email platforms (MailChimp, SendGrid, etc) will quickly close/cancel your email blasting account if too many people click the spam button. Thus, to avoid account closure, some email marketers try to eliminate many of the trigger happy spam clickers … BEFORE uploading their email list to one of the popular email platforms (ConstantContact, etc). How to eliminate? One common strategy is to execute an email blast from “multiple” low level email platforms … and then using a high level platform (MailChimp, MailJet, etc) afterwards.
  12. EMAIL MARKETING FROM ISPs / EASY, FREE, EFFECTIVE
    “When” email quantity is small – some clients have success sending email message from ISPs, (Gmail, Yahoo, AOL, Outlook, etc). Here are the steps:

    Step 1: Setup new email accounts on “multiple” ISPs (Gmail, Yahoo, Outlook, etc)
    *Don’t use your own personal email account, but instead setup a new email account … preferably with a name relevant to the offer (i.e. Golfer@Gmail.com).

    Step 2: Copy/Paste about 25 or so email addresses into the Bcc
    *Sending too many emails will cause the ISP to flag email account.

    Step 3: Have different send/receive ISPs. Example, use Gmail to send offers to Yahoo … and Yahoo to send offers to Gmail, etc.

    Step 4: Paste message into the body; do not include attachments.

    With this strategy how many emails can be sent per month?
    Yahoo: 25 emails per day
    Gmail: 25 emails
    Hotmail: 25 emails
    Others: 25
    TOTAL PER DAY: 100

    TOTAL 100 per day … 700 per week … 2,800 per month! Yes, this strategy requires time/effort, but in the end many have a successful email campaign.

  13. LOW COST DIRECT MAIL CAMPAIGN
    Remember that the prospecting email list we provide also includes direct mail addresses … with a 95+ percent direct mail delivery guarantee. Complimenting your email campaign with a direct mail postcard is a sure way to boost response. And note that we offer a low full-service direct mail campaign. And yes, direct mail has higher price tag than email marketing, BUT remember that direct mail typically generates more responses – new customers. Click here to review 20 advantages direct mail has over email marketing.