Email Marketing News and Tips

Deliverability remains a hot topic in email marketing. Our clients are always looking for new ways to increase their delivery rates and secure that coveted position in the inbox. There are many ways to improve rates, but the most inexpensive technique to implement right away is to add an "add to address book" message at the top of every email you send out.

It sounds easy. In fact, you may already do it. But we have found that simply asking your customers to add your address does not necessarily mean that they will comply.
We recommend you take four specifics steps as you plan your "add to address book" strategy:

1. Tell your customers what’s in it for them 2. Tell them how to do it 3. Ask/remind every chance you get 4. Use the same "From" address in every email

The first step is easy. Customers always need to know what’s in it for them. Don’t assume they will already understand the value of adding you to their address book. Historically, people have reserved this space for friends, family, and business contacts. Many don’t realize that emails may be disabled or blocked if the sender’s address in not in their address book.

It is your job to convey this benefit clearly in your communication. Test different messages and choose the one that works best. Some ideas include:

• Don’t miss another great discount. Add us to your address book today!
• Keep the channel open to receive upgrades and updates. Add us to your address book today!
• Rescue this email from your junk folder by adding us to your address book now!
• Continue to receive great savings by adding us to your address book.

The second step is to show them how to do it. Every request should be armed with a set of instructions for various ISPs. Make sure it includes instructions for all the major ISPs, including Hotmail, Yahoo, AOL, Gmail, and Outlook. Contact us now at 1.800.779.7792 if you want to access our free Add to Address Book Directions to use in your mailings. For a small fee, we can also brand them for you!

The third step is to remember the importance of repetition. Simply displaying the request at the top of your outgoing emails may not do the trick. Use every point of contact as an opportunity to remind customers that adding you to their address book is a necessary and important task for them to complete in order to receive your communications.

Here are some other great places to include the request:

• In every thank you and/or confirmation page. This way your customers are getting the reminder immediately after they subscribe to your email.
• In the welcome message
• As a part of the registration process
• In your FAQ’s. Customers may go here if they aren’t getting your emails, so it would be a good place to tell them how to start receiving them!
• In each transactional receipt of purchase. (These are the emails that customers open most frequently and read most thoroughly.)
• Upgrade and Update alerts and reminders
• Within your newsletter (each quarter as a reminder)
• As a standalone mailing

Last but not least, it’s crucially important for you to remember to use the same "From" address in every email you send out. This will be the address your customers add to their address book, so if it gets switched or altered, you will lose that connection.