Schwedelson Gives Tips on Tackling E-Mail Issues

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E-mail is a growing space for sales and marketing but consumers and Internet service providers are getting more discriminating.

In a presentation June 21 at the DM Days New York show, Worldata corporate vice president Jay Schwedelson advised attendees on how to navigate the tough, sophisticated e-mail world. One recent Return Path study found that 20 percent of permission-based e-mails were not delivered, he said.

He suggested a few tactics to bolster e-mail campaigns.

First, ensure that content is readable over different channels. Neither Gmail -- the fastest-growing Web-hosted e-mail provider -- nor Microsoft's Outlook 3, mostly used by businesses, allow HTML messages within the body of e-mails. So he urged the use of text-based messaging with links.

Mr. Schwedelson also advised business-to-business firms not to rule out Gmail, Yahoo, AOL or Hotmail accounts, as up to 13 percent of e-mail addresses at these domains are businesses.

Finally, he said the trend is for mailing on Fridays, because most e-mails are sent on Tuesdays and Thursdays, and most are opened on Fridays. The word "free" should still be used in titles of e-mail sent to existing customers. Though the word is often filtered, it still drives major results.

"Make e-mail a private event," Mr. Schwedelson said. "Consumers like to feel like they are the only one getting the deal. Exclusivity drives response."

This article is part of the DMNPolitics site, in partnership with Fluent. Click on the footer to see all of our content about the 2016 Election

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