What adds edge to a permission e-mail

Share this content:

Permission is important, but it might not be enough. The relationship a mailer has with the recipient is the critical factor in determining whether a message will be considered spam or not. Despite the extent of permission, if a consumer doesn't see value in the message and if they don't respect the relationship they have with the mailer, they are more likely to report the message to their service provider. Conversely, if they do see value in the e-mail message, and/or they do respect that relationship, they are less likely to report it as spam.

Mailbox providers have the responsibility of acting on our customer's behalf and we primarily use abuse reports in making decisions about deliverability. Those abuse reports also go a long way in determining the reputation and credibility of a mailer. That reputation and credibility has long lasting effects beyond a particular e-mail campaign.

To achieve the highest possible deliverability, mailers should focus on achieving the highest possible satisfaction with the e-mail message. Deliver content that is timely, appropriate and valuable to the recipient. Carefully analyze abuse reports to identify trends of dissatisfaction and address those issues with better information at signup, preventing false registrations or launching campaigns with a tighter focus. Mailers should avoid using "tactics" to get e-mail delivered; acting like a spammer will simply get mail blocked. The real value of e-mail is in the response. Customer satisfaction is an important consideration in getting the desired response.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

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