Stromy strácajú lístie, počasie sa zhoršuje a pri nastavovaní e-mailovej kampane v pondelok ráno sa už necítite tak optimisticky ako pred pár mesiacmi… No je tu jeseň a s ňou aj obdobie Halloweenu. Halloween, čas strachu a temnoty, ktorý sa vkráda do sveta e-mailového marketingu.
Dovoľte mi, aby som vám porozprával príbeh o malom mestečku v najtemnejších kútoch siete, Marketingtone. Vyzerá ako najpokojnejšie miesto na celom internete so známou spoločnosťou, šťastím na uliciach a spokojnými miestnymi obyvateľmi. Ale už mnoho, mnoho rokov tu žije gang desivých emailov, ktorý počas halloweenskej noci vychádza z najtemnejšej časti mesta, aby navštívil domy obyvateľov a spôsobil strašné škody. Vyzývajú ľudí, aby otvorili dvere, kričiac „trik alebo darček“. Možno ste o nich už počuli – nazývajú sa 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.
Ale čo je najdôležitejšie – chráňte svoju povesť odosielateľa znížením miery odchodov! Nikdy neposielajte na neoverené e-mailové zoznamy! Zakaždým, keď sa váš e-mail vráti späť kvôli neplatnej e-mailovej adrese, vaša reputácia utrpí zásah. Keď vaša reputácia utrpí zásah, upierajú sa na vás oči „strážcov“. Je to v podstate len ďalší krok k tomu, aby ste sa dostali na čiernu listinu a stali sa súčasťou SPAMového gangu. Overiť, overiť a ešte raz Overte si svoj zoznam , udržiavajte ju čistú a bez skrytých Nedoručiteľné e-mail
Zostaňte na dobrej strane internetu, buďte dôstojným človekom Marketingtonu, zdvorilým hosťom Email Street, nikdy „nepodvádzajte“ a predovšetkým – vyhýbajte sa SPAM bande!