Schwedelson Gives Tips on Tackling E-Mail Issues

Share this article:

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."

Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

The Devil's in the Detail: Crafting the Email Subject Line

The Devil's in the Detail: Crafting the Email ...

The email subject line is the window of opportunity for marketers to connect with potential customers.

6 Do's and Don'ts for Trigger Emails

6 Do's and Don'ts for Trigger Emails

Because one data point is never enough.

Gmail's Unsubscribe Button Unlikely to Affect Marketers

Gmail's Unsubscribe Button Unlikely to Affect Marketers

Marketers shouldn't worry too much about the new feature, but that doesn't mean they shouldn't pay attention.