Most businesses I speak to are doing everything in their power to pull as much revenue as possible from their lists. It can sometimes seem like every angle has been tested. However, I assure you they haven’t!
This is in no way meant to be a pitch, but simply the facts that prove having your email marketing done by even the most seasoned copywriter, information marketer, or direct-response marketer can cost you up to 30% of revenue!
Why experts and professionals fall short with email:
Many years ago I was running an email system for a membership site that enjoys over 8500 members. At the time they had a half million email addresses and we basically sent the whole list the newsletter every week, as well as, various segments on other days.
At the time, I assumed it was normal that people would go dormant, with hundreds of opt-outs every mailing.
I also couldn’t bear removing people, even if they hadn’t opened or clicked in a year.
Then, disaster struck… a subject line that didn’t agree with the list. We got a slightly higher than average unsubscribe rate which triggered an automated account ban.
Yeah, they actually DISABLED our account!
Do you back up your email lists? If you don’t, now’s a good time to do just that. Don’t think “that won’t happen to me.” Anyway, back to the story. This forced us ‘seasoned marketers’ (but novice email marketers way back in 2010) to seriously look at email server technology, list maintenance, and ESP (Email Service Provider) rules.
Most marketing agencies and long-time marketers don’t actually KNOW what the thresholds are at their ESP (Mailchimp, GetResponse, Infusionsoft, etc.) for getting booted. Not only that, they don’t realize that they’re likely not in-boxing well. This is because they don’t know how they’re viewed by Google, Hotmail, Yahoo, and other major email providers. Not knowing this is a killer.
So, how about we dig into the TOP 3 things most novice email marketers simply don’t know.