2014年3月17日 星期一

Get rid of 6 key factors causing SPAM complaints from recipients!


 Are you troubled with SPAM?

SPAM means unsolicited bulk message which will be filtered by mailboxes providers. 42% of email marketers point out that SPAM filters are hindering them from delivering email message. You will reach the FAILURE of email campaign if:
  1. Recipients complain your email as SPAM 
  2. Your messages are delivered to SPAM folder
However, most of the marketers are troubled with handling SPAM issues as they do not know the underlying reasons of being regarded as SPAM. SPAM can be avoided with precautions once you understand the rationales behind. 

  2 main causes of SPAM issue

  1. High SPAM complaint rate
  2. Low sender / IP reputation


 High SPAM complaint rate


SPAM Feedback Loop
SPAM complaint is lodged by users by clicking SPAM button in mailboxes. SPAM complaint rate should not be more than 0.1%. You must look into the causes when the SPAM rate is over 0.1%. You can apply for feedback loops from ISPs [Internet Service Provider] and they will show you the details of the SPAM complaint, for example, who lodge a SPAM complaint and when the SPAM complaint happens. So, what are the underlying reasons triggering SPAM complaints?


 6 Reasons resulting in SPAM complaints: 

 

1.  Irrelevant email content 

 

Users will complain against emails they do not want. Irrelevant message will annoy them and also impose negative impact on your brand image. It is recommended to clearly state what users can expect from your email on opt-in form and only send promised, and of course valuable and relevant, information to your subscribers. For example, do not send promotion to users if you promise to send valuable tips to them. Moreover, keep checking recipients’ activities and remove inactive subscribers help to reduce SPAM complaints. The subscribers may no longer use the email or even may not be interested in your email. One better solution is to prepare reengagement email in order to remind them or even ignite their interests of your brand. 

2.  Invisible unsubscribe link 


Although over 70% of email marketers have included unsubscribe link in each eDM, make the unsubscribe button easy to be found and followed by readers. This may seem counter-intuitive in an eDM campaign, but it is better in the long run that a recipient who does not want your email to unsubscribe rather than mark you as SPAM. It is true that users use SPAM button as unsubscribe button if they cannot find the unsubscribe button in the eDM. 
*Pay attention if the unsubscribe rate is over 1%. Are you sending relevant and valuable content to subscribers? I believe that you are not sending to a purchased or rented send list.

3.  Purchase / rent send list 


Stop sending email to users who have not subscribed your email. Again, sending unsolicited email will just annoy users. Apart from reporting your email as SPAM, they may even hate your brand. Also, don’t harvest email address on the internet. It is because ISPs set spam trap by using recycled email address in order to catch the spam senders. You are actively telling ISPs you are spammer if you fall into the spam trap. So only send to users who have opted-in via official channel.

4.  No confirmation email 


Be aware of online hacker. Double opt-in helps to reduce invalid or fake email which in turn decrease the bounce rate. By including welcome message restating promised email content, this makes sure users are asking to subscribe your email. Moreover, the performance of welcome email is better than the average performance of regular eDM campaign. Welcome email drives nearly 60% open rate as well as 14.4% click rate while regular eDM campaign only has 24% open rate and 2.7% click rate on average. Long-term engagement of welcome email recipients also increases 33%

5.  Untrustworthy & invalid sender email 


If recipients cannot recognize your sender name, they may simply report your email as SPAM without hesitation. No matter how attractive your subject line is, users will report unfamiliar sender in order to protect their online security. Therefore, keep your sender name consistent and build up reputation of your brand (learn more on creating sender name>>). Moreover, use a valid sender email to receive customers’ enquiry and feedback. By listening to your subscribers, it helps build up loyalty. Remember that email marketing is a two-way communication channel which enables conversation between you and your customers. A human sender can effectively reduce SPAM complaint rate.

6.  Unexpected frequency of eDM campaign 


Flooding your subscribers with frequent emails will only result in frustrated SPAM complaints. Yet, 48% of corporations still send emails to their subscribers too frequently. But this does not mean you have to reduce the frequency of eDM campaign. The best solution would be allowing users to choose when they would prefer to receive email from you. Otherwise, it would be great to keep your eDM deliveries to a pre-set schedule which is known to subscribers. Stick with the schedule as promised so that users will not get crazy with frequent eDM. They may even look forward to your email.


How about sender / IP reputation? Low IP reputation stops the conversation between you and readers. It can turn your email marketing useless no matter how compelling your eDM is. Let me share 5 factors affecting your IP reputation in next blog! 

Stay tuned!

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