How to ensure that e-mails get delivered to rented lists

Share this content:

Deliverability remains a hot topic in the e-mail realm. Every other e-mail whitepaper I see these days has deliverability as the theme. But what to do when you're not in control of the delivery? How do you send a stand-alone e-mail to a rented list and guarantee your message to new prospects gets delivered? Here are a few “must-do's” to get the best results for your next prospecting e-mail campaign:

On the creative end, sending HTML e-mails with clean and favorable coding increases response rates significantly. Also, studies show you have less than three seconds to hook a reader. Many recipients view e-mails through preview screens while others only view a message's top portion before deciding whether to scroll down or delete your message. Design enhancement can help maximize your message and increase response.

Also, avoid spam trap words. An oldie yet a goodie — avoiding specific words in the subject line and the body copy remains critical. For example, avoid the following: “FREE”; using the dollar sign character in the subject line; multiple exclamation points; “offer” or the excessive use of “click here.”

Budget in “send time.” When planning your campaign, allow at least four days to complete delivery for best results. The major Internet service providers — Yahoo, Hotmail, AOL, etc. — have all recently clamped down on allowing too much commercial e-mail to come through. Take a page from the retention gurus and mail out over a series of days instead of hours.

Rememner, follow-up is more important than ever. Send a follow-up message to those who open your e-mail, with a new subject line and possibly a sweetened offer. Studies on this practice have proven at least a 15% increase in response to a multi-message strategy.

Spread out risk and send from multiple list sources, using a variety of ESPs to ensure success. Also, ask your list provider when these populations last received mailings, as using a list which has not been contacted for several months greatly increases your chances of causing spam complaints to ISPs or to spam watch groups.

Finally, be certain to use a centralized tracking tool to track results real-time online. This way, you'll have visibility on opens and clicks. Many e-mail list rental vendors will have this tool. This way, you can monitor what lists remain in keeping with industry response rates as soon as they start deploying. Combined with always using reputable lists, these “must-dos” will increase the likelihood of your finding prospecting success and will help you achieve that ROI goal.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above