Drevesa izgubljajo listje, vreme je vse slabše in ko v ponedeljek zjutraj vzpostavljate e-poštno kampanjo, niste več tako optimistični, kot ste bili še pred nekaj meseci… No, jesen je tu, z njo pa tudi sezona noči čarovnic. Noč čarovnic, čas strahu in teme, ki se prikrade v svet e-poštnega trženja.
Naj vam povem zgodbo o majhnem mestu v najtemnejših kotičkih omrežja, Marketingtonu. Videti je kot najbolj mirno mesto v celotnem internetu z znano družbo, srečo na ulicah in zadovoljnimi domačini. Toda že mnogo, mnogo let obstaja tolpa grozljivih elektronskih sporočil, ki v noči čarovnic pride iz najtemnejšega dela mesta in obišče domove prebivalcev ter povzroča strašno škodo. Z vzklikanjem “trik ali priboljšek” spodbujajo ljudi, naj jim odprejo vrata. Morda ste zanje že slišali – imenujejo se 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.
Najpomembneje pa je, da zaščitite ugled pošiljatelja z zmanjšanjem stopnje odbojev! Nikoli ne pošiljajte na nepreverjene sezname e-pošte! Vsakič, ko se vaša e-pošta vrne zaradi neveljavnega e-poštnega naslova, je vaš ugled prizadet. Ko je vaš ugled okrnjen, so oči “varuhov” uprte v vas. To je pravzaprav le še en korak več, da se uvrstite na črno listo in postanete del tolpe SPAM-a. Preveri, preveri in še enkrat PREVERITE svoj seznam , ga vzdržujte čistega in brez skritih Nedostavljivo e-pošta
Ostanite na dobri strani interneta, bodite dostojen človek Marketingtona, vljuden gost Ulice elektronske pošte, nikoli ne “goljufajte”, predvsem pa se izogibajte tolpi SPAM-a!