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Optimization - 22 Imperatives for Email Marketing Success
We outline our take on the 22 things email marketers have to do to achieve maximum ROI.
Delivery Trends - FCC Wireless Domains Update
FCC outlines new rules regarding the emailing of messages to wireless devices.
Quick Tips - Validate HTML Content and Avoid Using Scripts
Are your emails W3C HTML compliant?
StatWatch - Deliverability Statistics by Major ISP
Inbox, bulk folder and missing status across all major ISPs, according to Pivotal Veracity.
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22 Imperatives for Email Marketing Success
by Loren
McDonald
"Load and Send?" "Batch and Blast?" Those two marketing concepts are ancient
history in the modern email environment. Now, you have to navigate your way
through a complicated landscape of customer expectations, challenging
technology, government regulations and other issues old-school direct marketers
never had to face.
EmailLabs has identified a set of principles we call "The 22 Imperatives for
Email Marketing Success." Don't let that number intimidate you, though, as most
marketers are already deploying many of these imperatives. Increasingly, though,
companies that fail to follow all of these principles will find their email
marketing programs underperforming their competitors and not achieving maximum
ROI. Read the full article ...
(Note: This column is a sneak preview of EmailLabs' new white paper, which
outlines specific strategies and actions in greater depth. We'll email
Intevation Report subscribers when it becomes available.)
Full Article | Feedback
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FCC Wireless Domains Update
by Kirill Popov
CAN-SPAM included provisions for prohibiting unsolicited email from being sent to mobile phones and other wireless devices. The Federal Communications Commission has been working on ways to enforce these provisions, and staying true to the U.S. government's love for lists, released its "DO NOT EMAIL" list of wireless domains on February 7th. These domains, available at http://www.fcc.gov/cgb/policy/DomainNameDownload.html, include all domains which are primarily used for messaging to mobile devices.
Under the CAN-SPAM regulations, sending unsolicited commercial email to these domains, which are used primarily for mobile messaging, is prohibited. Commercial email can only be sent if prior express permission was obtained. Unlike the definition of permission for regular email however, permission for mobile device users must adhere to a stricter standard. Read the full article ...
Full Article | Feedback
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Validate HTML Content and Avoid Using Scripts
An estimated 9 out of 10 HTML emails are not W3C HTML compliant, which can cause rendering as well as delivery issues, particularly at MSN and Hotmail. One of the dirtiest tricks in a spammer's arsenal is invalid, broken, and malicious HTML code, used to obfuscate his payload. If you use HTML in your messages, make sure your code is error-free and follows W3C HTML guidelines.
Use the HTML validator in your email application or third-party validator such as The W3C Markup Validation Service.
Also avoid scripting. Security risks due to script vulnerabilities in email browsers have increased over the years. The result is most scripts, such as JavaScript and VBScript, are stripped out of messages. Some email systems reject messages outright if scripting is detected. For greatest compatibility, avoid using scripts in messages. Instead, drive your readers to your Web site, where dynamic components are easily rendered.
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Deliverability Statistics by Major ISP
Across all ISPs monitored by Pivotal Veracity between Jan 25 - Feb 25 2005, delivery metrics for emailers was 84.4% Inbox, 5.6% Bulk Folder and 10.0% Missing. Deliverability by selected ISPs for Jan 1 - Feb 25 2005 was as follows:
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