If you are considering investing in email marketing to promote your services and drive traffic to your website, email deliverability should be your primary and utmost concern. Realistically, how could you expect a bull run of sales leads when your emails are being blocked and are not even being delivered to your prospective consumers? And, if I tell you that there are companies out there that guarantee 100% deliverability if you subscribe to the services they offer, does that surprise you? I sure hope not.
We are all guilty at one point or another of believing what we read, hear, and see, especially if it puts a few extra bucks in our pockets. It’s often tempting to take shortcuts in life and pay less for services that promise 100% when in actuality, companies are telling you what you want to hear in order to rake in your business. When salespeople have you on the phone, sometimes that little devil on their left shoulder overrides the angel on their right. All of the sudden, the word “commission” takes priority over your business goals and objectives and common sense goes out the window.
Email deliverability is not as black and white as it may seem. There is no formula or algorithm that spells out exactly what you need to do to ensure that every single email you send will reach the inbox of your target market. Sure, there are certain services that may help improve deliverability, but there are no guarantees.
List cleaning and validation is a service that will definitely help in maximizing deliverability. However, if you stumble upon a company that promises that a small investment in email verification services is the only component involved in ensuring 100% deliverability, I suggest you run for the hills. The truth is, if you have the best data, but a terrible IP reputation, you can kiss the money you spent on your email marketing campaign goodbye.
The answer lies in finding the right Email Service Provider (ESP) that has experience in managing the reputation of your IP addresses and in guiding you through the industry “best practices.” Among other things, a good ESP will configure your mail server and DNS correctly to enable you to deliver email in bulk, will provide free technical support, will clean and validate your email database, and will give you advice on sending out successful email campaigns.
Related Resources from B2C
» Free Webcast: Know Your Story, Understand Your Customer
Disregard the little voice in your head that says you can do this entirely by yourself without a hitch. Swallow your pride. I can assure you that, as a beginner to email marketing, you will drive yourself into the ground with the unnecessary hassle.
Contact the experienced email marketing professionals at Email Answers, and let us become your partners in success.