• by June 27, 2006

Our experts tell you how to avoid the pitfalls

 How to avoid getting labeled as spam:

"People too often think about the technical and legal side of things. You need to ground yourself in reality, and that's all about perception. Ask yourself, If you were going to receive this, would you be irritated? There's almost a gut check that needs to happen before you get to the legal side of things. Ask yourself, Would this person be surprised to receive this, and would they perceive the value of the content to be such that they would complain about it? In my view, that's spam even if you have permission."

 Gareth Morgan, Global E-mail Marketing Manager, InterContinental Hotels

"Get down to zero customer complaints. The majority of blocking and delivery issues are related to a high level of complaints... Focus on the reputation of the technology you're using to send out your e-mails; establish and manage relationships with these organizations and follow their policies."

 Jeanniey Mullen, Senior Director and Partner of E-mail Marketing, OgilvyOne Worldwide

"Make sure the sender's e-mail address is clear. Consumers will delete anything where they don't recognize the sender's e-mail address. The same holds true for the subject line."

 Anna Papadopoulos, Interactive Media Director, Euro RSCG

"Don't take risks. Work with a leading e-mail service provider whose job is to avoid getting labeled as spam. They live and die by monitoring the latest policies and technologies to ensure their clients' e-mails get through."

 Jela Trivunovic, Vice President and Director of Digital Strategy, Draft Worldwide

How to avoid opt-outs:

"Don't overload consumers with messages. Ask them how often they want to receive them, and make sure you send them relevant information they opted in for." Papadopoulus

"When someone does click to opt out, always give them the option of only receiving once a month, or only receiving certain content, or of having other ways to communicate with you. Focus on the engagement and the value of the e-mail first, and opt-outs will take care of themselves."

Jeff Hilimire, President, Spunlogic

"Establish a preference center on opt-outs. It doesn't have to be extremely advanced or complex. One of our clients sent four types of messaging: products, events, newsletters, and strategic leadership. We've seen significant reductions in opt-out rates by asking people which type of message they want to unsubscribe to rather than unsubscribing them to everything. It also gives you the ability to regain their trust." Mullen

"Monitor open rates. If a consumer hasn't opened a communication in a while, it may be time to check in with them to understand the reason why." Papadopoulus

"Do a better job of setting expectations during the opt-in process. Always show a picture of a newsletter so people clearly understand the value proposition, what type of information they're going to receive, and how often they're going to receive it. Double opt-in helps verify and set those expectations, keeps the list clean, and improves deliverability." Mullen

How to avoid cookie deletion:

"Let people know that the reason you're putting a cookie there is to make their experience more personal. Explain that the goal is to improve the experience and promise that it won't be for anything other than that." Mullen

"If you look at the differences in demographics, cookie deletion is more prevalent with a mature audience, say 40-plus, because they don't understand how it helps to personalize content. But younger people, who demand that you know them when they log back in, are less prone to delete cookies because they understand the value. Adding information about cookies in your privacy policy can help." Hilimire

How to avoid low open rates:

"Eliminate the word 'Fwd:' in your subject line." Mullen

"The biggest driver is the value proposition. E-mail is like a contract with a recipient. You're agreeing to send them something of value. If you don't deliver on that, low open rates are the consequence." Morgan

"Keep in touch. Don't have huge gaps between your mailings; people may forget they signed up and then when they get your first e-mail, they don't remember what it is for." Mullen

"Your 'from' and 'subject' lines should relate to the person. Some people don't respond well to companies in the 'from' line. They want to see a person's name." Hilimire

"Subjects that relate to the content inside are most effective, like 'get a free software demo' or 'learn about a new event.' Service e-mails, such as thank-yous and confirmations, far exceed all open rates. Companies are starting to put soft sells around those types of messages and spammers have picked up on it, so it will drop a bit eventually." Mullen

"Make sure you're not bombarding consumers with messages, otherwise they will tune out. Keep your messages personalized. Never send bulk e-mail." Papadopoulus

"Know what other divisions in your company are e-mailing the same person. It's not just about your frequency. It's about the entire brand's frequency." Mullen

How to avoid low conversion rates:

"No formula is going to work for everyone. Test various combinations (frequency, creative, placement, etc.). It's important when first starting a behavioral targeting campaign to have a test and to monitor it closely and try different things. What would happen if you reduce the frequency to 'X'?" Papadopoulus

"Too often e-mail marketing teams aren't concerned enough about where they're sending people and what the landing page looks like. It's not as optimized or thought out. A disconnect between the message and the click-through...has as much impact on the conversion rate as the e-mail itself." Hilimire

"E-mail conversion rates are influenced by the value and relevancy of the offer or content provided to the recipient, as well as the usability of the call-to-action path. I have found that keeping the calls to action simple, as well as making sure you send people to landing pages that are in sync with the content of the e-mail, have some of the strongest influences on conversion rates." Morgan