Adventures in Mobile Marketing

Little Things Web 2.0 Could Learn From Email Marketing

This list was inspired by a good friend who had to do a quick 101 class in email marketing when his Web2.0 company had some email hiccups the other day.

Throttling, it is your friend.
Despite how much you think you customer base wants to hear from every little social activity on the web site, make sure you’re really only sending one email a day, if that. Digest the notifications (or provide the option).

Frequency Control
Allow your users to manage the frequency and notification by use of a web page that allows them to check and uncheck the various ways you can email them. Offer RSS as well as Email.

Frequency Control… nuances
Check on history, and consider rolling out “tastings” of each communication, just once, in the cycle of their engagement with the site. So for certain kind of notifications, the customer/member gets it once, until they select that form of notification in the preference center.

Sharing, FTAF in the footer
Include viral pass-along options in every communication. FTAF = Forward To A Friend.

Test your emails in SpamAssassin
Check the content of every notification against a SPAM filter to make sure it’s not triggering some odd rules. Even Though you’ve convinced yourself you’re not a spammer, that means very little to the consumer. It’s in the eye of the beholder, and luckily, we can test that.

One-click unsubscription
Despite your audience loving you, and you not being a spammer, still provide one-click, easy, non-sign-in unsubscriptions. Provide a link to the notification preferences center, but a one-click will save you a lot of grief.

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Written on Tuesday, 01. September 2009 at 12:25 In the category social networks, strategy, transactional emails. Follow the comments via RSS here: RSS-Feed. Share on FriendFeed

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  1. [...] See the article here: Adventures in Email Marketing » Little Things Web 2.0 Could Learn … [...]

    Pingback: Adventures in Email Marketing » Little Things Web 2.0 Could Learn … | pennymarketing – 01. September 2009 @ 2:25 pm

  2. Hi there,

    I stumbled upon your email and I was hoping you could answer me on this question:

    if I send 1 email to my contacts in the morning (content and value to the customer) and 1 email in the afternoon (product promotion), do you think I am pushing too much and is this good email practice?

    Thank you for your answer!
    Communications agency in Montreal Könige Communications

    Comment: communication firm Montreal – 17. September 2009 @ 7:14 am

  3. Hi,

    Let me share to you my opinion regarding the question

    I usually send my newsletter once per week. I believe though that sending one after another on the same day could trigger antispam software to filter out the email (as I have noticed on mine) so to be safe, send all what you want to say on a single email.

    Don’t be afraid to test it out though because it’ll involve some trial and error. Take down notes on what to avoid and what to do based on the test.


    Comment: Nigel Ball – 09. December 2009 @ 11:16 pm

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