Pohon-pohon mulai kehilangan daunnya, cuaca mulai tidak bersahabat dan Anda tidak lagi merasa begitu optimis, ketika menyiapkan kampanye email pada Senin pagi, seperti beberapa bulan yang lalu… Nah, musim gugur telah tiba, dan musim Halloween juga. Halloween, waktu ketakutan dan kegelapan yang merayap ke dunia email marketing.
Izinkan saya menceritakan sebuah kisah tentang sebuah kota kecil di sudut tergelap jaringan, Marketington. Sepertinya tempat yang paling damai di seluruh Internet dengan masyarakat yang akrab, kebahagiaan di jalanan dan penduduk setempat yang senang. Tetapi selama bertahun-tahun, ada sekelompok email menakutkan yang selama malam Halloween keluar dari sisi tergelap kota untuk mengunjungi rumah-rumah penduduk, menyebabkan kerusakan yang mengerikan. Mereka mendorong orang-orang untuk membuka pintu mereka dengan meneriakkan ‘trick or treat’. Anda mungkin sudah pernah mendengarnya – mereka disebut SPAM.
SPAM gang arouses a fear in all Marketington. They are unpredictable, brutal and above all extremely cunning…They know all the tricks and can fool anyone to open the doors for them.The target of their actions are the residents of the Email Street… The terrified locals have lost their trust, unsure who is hiding behind the next email, and become very unwilling to open their doors for any email that comes into their inbox. Good emails have to make an incredible effort to rebuild trust, increase their reputation and finally get some sweets.The guards of the whole Internet world had to set up strict borders (filters), so the SPAM emails will never find their way to Email Street. When caught, they get sent straight to SPAM inbox, which is basically a prison for nasty emails.Unfortunately, quality emails are also affected… Whenever their reputation gets a bit shady, SPAM filters will detect them amongst other emails and sent them to the SPAM inbox, even though their content might be valuable and interesting for the recipients.This story clearly reflects the email marketing world in a real life. As you are an email marketer, you are a part of Marketington. Halloween night is simply an email campaign time, and Email Street is the list of recipients that we send our emails to. If they open their doors and read the email in their inbox, they might treat the sender, by converting into a paying customer. On the other hand, they might not trust the sender, and report the message as a spam. If the sender was previously identified as a baddy, their email is already in the email prison, SPAM BOX, so no chance for treats at all!If you are standing behind the good emails, you might already know how unfair and annoying is when your content is treated in same way as the emails about Nigerian prince or cheap Viagra. Disappointment, helplessness, and irritation. No one likes that! But there is a way to differentiate yourself from the SPAM gang. First of all, it is all about the content that you are sending, and to who you are sending it to. You need to adopt specific measures, so the recipients will not mark you as a SPAM. Email only those, who agreed to be on your campaign list, personalize your content, create a truthful but appealing title, make it easy to unsubscribe, be consistent and remove inactive users.
Tetapi yang paling penting – lindungi reputasi pengirim Anda dengan mengurangi bounce rate Anda! Jangan pernah mengirim ke daftar email yang tidak terverifikasi! Setiap kali email Anda terpental kembali karena alamat email yang tidak valid, reputasi Anda akan terpukul. Ketika reputasi Anda terpukul, mata ‘penjaga’ tertuju pada Anda. Ini pada dasarnya hanya satu langkah lagi untuk masuk daftar hitam dan menjadi bagian dari geng SPAM. Verifikasi, verifikasi dan sekali lagi VERIFIKASI daftar Anda , menjaganya agar tetap bersih dan bebas dari Tidak terkirim email
Tetaplah berada di sisi baik internet, jadilah orang yang layak di Marketington, tamu yang sopan di Email Street, jangan pernah ‘menipu’, dan yang paling penting – hindari geng SPAM!